Print productionLayoutThe orderly arrangement of all the copy and artworkThe combination of words and visual elementsHeadlines and illustrations are the most likely elements of a print ad to stop the reader --- grab their attentionThere has been a shift in the visual aspect of ads where as before it relied heavily on the words.Visual vs. VerbalCopy = Main Point –Words can be more specific.Elements must work together to create the ideal ad that gives the broad image and the whole picture at the same time.Illustration TasksAttention for the headlineConvey broad IdeasFeeling and emotionTell a storyA picture can be used as the story before the story.Illustration Content – works to together to help get the idea of the product across.Creation of image and moodCharts, tables, graphsDramatization of product featureBasically the use of art to get across a feeling or mood that needs to be established with the brand. It can work to either promote or glorify the items.DesignBalance – Equality of an ad’s elements horizontally and verticallyFocal PointThe single element that draws the reader into the adOnly one focal point per adCopyHeadlineVisualIllustrationPhotoEye MovementAn ad is read from the upper left corner to the lower right its called Gaze motion, it’s the natural motion of our eyes since we read from left to right and up to down.Gaze MotionCreated by a layout that purposely breaks the natural eye movementEyesLimbsStructuresUnityThe extent to which all elements of an ad tie togetherContinuity in a campaignThe perfect combination of words and pictures to create an ad that unities the message of the ad.ADV 3008 Lecture 9 Outline of Last Lecture I. Copy Cata. Headlineb. Tagline c. LogosOutline of Current Lecture II. Print ProductionCurrent Lecture← Print productionLayoutThe orderly arrangement of all the copy and artwork - The combination of words and visual elements Headlines and illustrations are the most likely elements of a print ad to stop the reader --- grab their attentionThere has been a shift in the visual aspect of ads where as before it relied heavily on the words. o Visual vs. Verbal Copy = Main Point – Words can be more specific. Elements must work together to create the ideal ad that gives the broad image and the whole picture at the same time. o Illustration Tasks Attention for the headline Convey broad Ideas Feeling and emotion Tell a story A picture can be used as the story before the story.The idea of a picture is to prep the readers for the words of the ads.o Illustration Content – works to together to help get the idea of the product across. Product in use – more attention getting because it more relatable because shows the product in use. Creation of image and mood Charts, tables, graphs Dramatization of product feature- Basically the use of art to get across a feeling or mood that needs to be established with the brand. It can work to either promote or glorifythe items. Designo Balance – Equality of an ad’s elements horizontally and verticallyo Focal PointThe single element that draws the reader into the ad Only one focal point per ad Copy - Headline Visual - Illustration - Photoo Eye Movement An ad is read from the upper left corner to the lower right its called Gaze motion, it’s the natural motion of our eyes since weread from left to right and up to down.Gaze Motion - Created by a layout that purposely breaks the natural eye movement o Eyes o Limbs o Structureso Unity The extent to which all elements of an ad tie together Continuity in a campaign The perfect combination of words and pictures to create an ad that unities the message of the
View Full Document
Unlocking...