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13 Notes: Advertising Design

- We have a love/hate relationship with ads
- Ads are unrequested interruptions with a limited time frame in many cases
- Other forms of design are much more flexible
- Good advertising gets people's attention, makes them think, and changes their
perceptions
Design & Advertising
-Advertising differs from most communication in these ways:
1. The communicator pays to have the message sent
2. Advertising has more control over the message
3. The message and its size, content, art, design and voice are determined by the
client & the designer

-advertising is persuasive communication

Developing a Creative Strategy: The advertising concept

1. Target: Who is the audience? Is there more than one? Which one is most
important?
2. Concept: What's the main idea or message? Keep it simple/focused
3. Benefits: What is the most important features or features of the product?
4. Rationale: In a paragraph, defend your concept or main idea. Have information to
back your claims up.
5. What is the honest, emotive connection? Marketing is important, but you have to
connect with your audience in a fresh and meaningful way.
6. Intended reaction: What is the audience supposed to do after receiving the
message? Always keep the mission in mind.
Research
- It's important. Do it. Yeah.

- Become as immersed and excited as your client (hmm, that sounds like a scary
place to be)
- Avoid ad speak and predictability
- check competitors
Positioning
-You need to decide how you will position the product. How do you want the product
to be portrayed?
Image
Images establishes the identification and association of a product. Ideally a
product's branding is very different from competitors. In many cases images is
about personalizing or personifying the product. Image encompasses a product's
essence.

Advertising Elements
Most print advertising contains four elements: art, headline, copy, and logotype.
Some would also add "tag" as a 5th.
The Graphic Element: Artwork
Artwork dominates advertising. Keep art simple and functional without being busy.
Does the artwork connect with the audience?
Headlines
The most important typographic element in the piece. Attracts attention while
stating or implying a benefit to the product.
Body Copy: The Ad's text
The copy refers to the main block of text or the main message of the ad. Usually
follows the headline.
-There are no magic formulas or step-by-step systems for writing body copy
- The lead is very important
-Do your research
-Know your audience
-Use transitions where warranted to smooth out bumps

-Be a ruthless editor

- Write concretely
-Write in active voice
-Write convincingly
-The concept or main idea is everything
-Speak in a normal voice
-Be honest
-Strive to bring a surprise (an unexpected twist or perspective to engage audience)
The Tag
The tag or tagline is the last line of copy in a an ad. It's often integrated into the
logo. Usually summarizes.
Logotype: Brand Awareness and Reinforcing Identity
The trademark of the client. Most a graphical rather than verbal. Sometimes the
logo alone carries the ad. Sometimes referred to as signatures.