creating printed advertisement an introduction and guide

Advertisement

Jacob Taarup, Marketing Communication, Elective, 2013

2

Advertisement

3Figure 7.1 Source: www.statista.com (accessed 9 July 2012).

Growth in global advertising spend across the world

4

Where we are advertising

Statstica.com (2013)

5

Table 7.1

Types of advertising

6

What is it about this Advertisement?

7Figure 7.2

Stages in campaign development

8

Campaigns – Creating a story

9

Figure 7.3

The creative brief

10

Table 7.2 Creative advertising appeals, advertising formats and endorsers

Ethos, Pathos and Logos

11

Analysis

Table 7.3Source: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.

Resnik and Stern’s information classification

Figure 7.4 Most frequently used information cues in advertisingSource: Based on Abernethy, A.M. and Franke, G.R. (1996), ‘The Information Content of Advertising: A Meta-Analysis’, Journal of Advertising, 25(2), 1–17.

Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising

Figure 7.6 The major components of culture

16

Effect of culture

Canada Italy

17

Designing your Add

Creating graphics1. Balance (Symmetry) 2. Golden proportions (5:8

or 1:1,6)3. Rule of thirds (divide

your work area into an equal three-by-three grid. Place your key element where two of the axes meet to create a focal point)

4. Rhythm (Regular and consistent distance between elements)

5. Hierarchy (Where to start)6. Unity (Keep the margins and

spaces between elements uniform to create a sense of unity)

7. Contrast (Create energy in a layout, whether it’s light and dark, type and image, stillness and motion, or colour)

18

Designing your Add

Creating a Headline (or not)• Catch phrase?• Logo/Company name?• Or nothing at all

19

Designing your Add

Subheads (optional)• Explains further than the headline• Can be both explicit and implicit

20

Designing you AddYour Sell• Explaining your offer • Or not at all

21

Designing your AddLayout• Composition

• Place of text• Place of graphics

22

Designing your Add

Balance Golden proportions

23

Designing your Add

Rule of Thirds (Equal bits) Rhythm

24

Designing your Add

Hierarchy Unity (Mix between space)

25

Designing your Add

• Contrast

26

;-)

27

Creating your add

1. Choose a theme or brand that you want to create a add from

2. Use the IMK model as a framework3. Use the 7 graphic design features 4. Create a awesome printed add (by your self

of in teams of two)5. We start next time with your presentation

28

Sourceshttp://www.hongkiat.comhttp://adsoftheworld.comhttp://www.graphics.comhttp://www.statista.comhttp://www.bestadsontv.com

Cheney et al. 2011 75 – 96Usunier & Lee, 2009 3 – 13Griffen, 2012 (Barthes) 332 - 343 Marketing Communication and European Perspective 2013