Advertising design

Advertising DesignParts and Design of a Print Advertisement – Introduction to Advertising Design

What is an Ad?An Advertisement is intended to

▪ Promote product awareness

▪ Create a sense of curiosity – make the customer want to try the product

▪ Encourage customers to make an initial purchase of a new product

▪ Represent a brand clearly. Using both textual and visual cues, the brand’s name, logo and generally the product itself should be represented in an ad.

▪ Create a storyline. The best ads don’t just sell a product or service; they tell a story. Whether it is a heartfelt story, or a dose of humor or satire, create a storyline with which your audience can relate and connect.

Glossary of Terms▪ Advertising: A tool used to get people's attention and to get people to do, buy, or

believe something.

▪ Consumer: Someone who buys and uses products and services.

▪ Logo: A symbol or graphic design that identifies a product or company. Over time, a logo can become an association ad, if the company does a good job of linking its name or logo to a value, such as "quality," or "good value for the money."

▪ Slogans or taglines: Short phrases, repeated in ads that say something the advertiser wants consumers to remember.

▪ Target audience: A group of people to whom advertising is directed. The process of creating an ad to appeal to a target audience, and of placing it in a location where the target is likely to see it, is called targeting.

A Print Advertisement Will Contain All of the Following:

1. HEADLINE

A headline should:▪ Attract attention▪ Target a specific audience▪ Arouse interest, set the tone using action words▪ Offer a solution or benefit (claim)


2. VISUAL (Illustration) Any drawing, photograph, illustration, chart, or other graphic that is designed to attract and affect the audience in some purposeful way. Your illustrations should

▪ Be visually demanding – Graphic

▪ Attract attention

▪ Control eye movement

▪ Give the product credibility


3. SLOGAN: A catchphrase that evokes some kind of feeling about the company and the product.

▪ The idea is to create a memorable phrase that will sum up the tone of a brand or product, or to reinforce the audience's memory of a product.

▪ A slogans should be motivating and empowering.


4. COPY The copy supports the headline and generates interest. It can be used to emphasize customer benefits, or highlight what makes you different from the competition. Copy should always:

▪ Be honest and believable▪ Support claims with facts or reasons▪ Give the reader confidence in the product or the service▪ Get the reader involved


5. SIGNATURES this section includes the company logo and contact information such as a company website.

▪ Not all ads will have contact information on them.

Parts of a Print Ad

Think Small for Volkswagen art directed by Helmut Krone. The copy for Think Small was written by Julian Koenig at the Doyle Dane Bernbach (DDB) agency in 1959.

• Headline• Visual• Copy• Signature

Advertising Techniques

Techniques Used in Advertising to Create Interest

▪ Association: Referring to popular values or showing popular images in an ad, so that consumers will transfer their good feelings about the image or value to the advertised product. Values that may appear in association ads include: popularity, beauty, family, patriotism, wealth, physical fitness, the outdoors, and fun

▪ Call to action: The part of the ad that tells consumers what to do. A call to action can be express ("come today!") or implied ("Open until 10 pm").

▪ Claim: Information about how a product or service works, what it contains, or what benefits it provides. Examples include statements that a pill will cause you to lose 30 pounds, or that a product is environmentally friendly.

▪ Fear appeal: Showing a product or service as a solution for something people worry about, like bad breath, or acne, or body order

▪ Game Advertising: Presenting a commercial in the form of a game, to let consumers spend time with a product and become more knowledgeable – and more loyal – to it. Game advertising can be in many places, including on packaging and websites.

▪ Humor: Making consumers laugh to catch their attention and make an ad more memorable.

▪ Hype: Using words like greatest, fastest, best ever, amazing and incredible to get consumers excited about a product.

▪ Must-have: The technique of portraying a product or services as something that consumers must have to be happy, popular, or satisfied.

▪ Prizes, sweepstakes, and gifts: Offering the chance to win a prize or a gift to make consumers more interested in a product. Consumers who see a promotion for a prize or gift should keep in mind that the advertiser's cost for a prize, or to run a sweepstakes, is included in the sale price.

▪ Repetition: The technique of repeating a message or idea so consumers are more likely to remember it.

▪ Sales and price references: The technique of suggesting that the price is low, or lower than usual, to increase consumer interest. Examples include percent off sales, use of descriptors such as "low," and "buy one, get one free" promotions.

▪ Sense appeal: The technique of using images and sounds to appeal to one or more of the five senses. For example, an advertiser might use the sounds and images of a hamburger on a grill. Advertisers carefully choose the best images and sounds to put in their ads.

▪ Repetition: The technique of repeating a message or idea so consumers are more likely to remember it.

▪ Sales and price references: The technique of suggesting that the price is low, or lower than usual, to increase consumer interest. Examples include percent off sales, use of descriptors such as "low," and "buy one, get one free" promotions.

▪ Sense appeal: The technique of using images and sounds to appeal to one or more of the five senses. For example, an advertiser might use the sounds and images of a hamburger on a grill. Advertisers carefully choose the best images and sounds to put in their ads.

▪ Special or scientific ingredients: The technique of giving a product or one of its ingredients a special name that suggests that it must be new and effective.

▪ Testimonials and endorsements: When a celebrity, person, or expert talks about his or her own experience with a product. Celebrities who appear in ads have usually been paid for their appearance.

Examples from History

Old and New Layouts

Advertising Layouts

Design Strategies for Advertising Layouts

1. Ogilvy Layout: Research indicates that readers typically look at Visual, Headline, Copy, and Signature (Advertisers name, contact information) in that order. Following this basic arrangement in an ad is called the Ogilvy layout after advertising expert David Ogilvy who used this layout formula for some of his most successful ads.

2. Z Layout: Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.

3. Headline layout: This layout features a very strong, creative headline. Although there may be a picture present, the focus is on the headline, which takes up the majority of space.


4. Single Visual Layout: Although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts uses one strong visual combined with a strong (usually short) headline plus optional additional text.

5. Illustrated Layout: Use photos or other illustrations in an ad to: show the product in use; show the results of using the product or service; illustrate complicated concepts or technical issues; grab attention through humor, size, and dramatic content.


6. Top Heavy Layout: Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space, with a strong headline before or after the visual, and then the supporting text.

7. Upside Down Layout: If an ad is well-designed, it will look just as good upside down. So, turn it upside down, hold it out at arm's length, and see if the arrangement looks good. This does not mean that the ad should appear upside down in a magazine! All the previous layouts discusses can be “upside down layouts” if they were designed well.

Thank you!