leading tracking kerning testimonial demonstration slice of life emotional sell
TRANSCRIPT
Leading
Leading
TrackingKerning
TestimonialTestimonial
DemonstrationDemonstration
Slice of lifeSlice of life
Emotional S
ell
Emotional S
ell
First Printing First Printing Press - 1455Press - 1455
Johannes Johannes GutenbergGutenberg
1st printed book1st printed book
The BibleThe Bible
Movable type was set by hand in large flats. Typesetters loaded Movable type was set by hand in large flats. Typesetters loaded them into galleys one row at a time. Rolled ink on the galleys and them into galleys one row at a time. Rolled ink on the galleys and pressed paper on top, one sheet at a time. Very slow and labor pressed paper on top, one sheet at a time. Very slow and labor intensive process. Expanded literacy ushered in the Renaissance.intensive process. Expanded literacy ushered in the Renaissance.
Letterpress PrintingLetterpress Printing
Until 1880s, typesetters loaded type blocks into wooden galleys
Now with computers typesetting is possible on the desktop
Typographic Typographic terms come terms come from the early from the early days of days of Letterpress & Letterpress & then Linotype then Linotype printing -(1906 printing -(1906 offset press offset press created hot created hot type slugs from type slugs from metal)metal)
Point size - the height of Point size - the height of the printing block that the printing block that held the letter back in the held the letter back in the days of metal type.days of metal type.
72 points = 1 inch72 points = 1 inch
LeadingLeading
TrackingTracking
Kerning
Horizontal space between letters.Horizontal space between letters.
Slide 4
Vertical spacing between lines of type.Vertical spacing between lines of type.The distance between baselines.The distance between baselines.
Vertical spacing between pairs of letters.Vertical spacing between pairs of letters.
It is also measured in points.It is also measured in points.
TightTightL o o s eL o o s e
AW AW
Use Use Typestyles toTypestyles to
convey an convey an imageimage
and/or mood:and/or mood:
••LogosLogos
••AdvertisingAdvertising
••Posters Posters
••Headlines/Headlines/TitlesTitles
1950s1950s
20002000
Type styles Type styles communicatcommunicate a message e a message beyond the beyond the wordswords
Lifestyle
Lifestyleirony
Opening
TestimonialTestimonial
DemonstrationDemonstration
Slice of lifeSlice of life
Emotional S
ell
Emotional S
ell
Commercial Commercial businesses, political businesses, political parties use persuasive parties use persuasive techniques to urge techniques to urge people to buy their people to buy their products, elect their products, elect their candidates. candidates.
Difference:Difference:
Freedom of choice - People Freedom of choice - People who have access to many who have access to many sources of information can sources of information can make independent make independent decisions.decisions.
PersuasionPersuasion
Government-Government-sponsored sponsored misinformation - misinformation - Designed to coerce Designed to coerce people to people to believe/think/act a believe/think/act a certain way.certain way.
Danger:Danger:
Government controls Government controls military & information military & information sources - no free choice.sources - no free choice.
PropagandaPropaganda
Hitler v
s. Coke
Hitler v
s. Coke
SovietSovietPropagandaPropaganda
“We will not let you do a bad job.”
“We will not let you do a bad job.”
AdvertisingAdvertisingCoca-Cola Coca-Cola
Worldwide salesWorldwide salesPlastic Surgery
Persuades people to buy - creates needsPersuades people to buy - creates needs
Number of surgeries is 17 times what it was just a decade ago.Number of surgeries is 17 times what it was just a decade ago.
Public ServicePublic ServiceAnnouncementAnnouncement
U.S., 2002U.S., 2002
Propaganda or Persuasion?Propaganda or Persuasion?
Know your target marketKnow your target market
ResearchResearch U.S. companies spend $400 billion a year on advertising research
U.S. companies spend $400 billion a year on advertising research
Demographics: Age, gender, income,educationDemographics: Age, gender, income,education
Media habits: What do they read, watch, listen to?Media habits: What do they read, watch, listen to?
Lifestyle: How do they live, what are their attitudes?Lifestyle: How do they live, what are their attitudes?
Focus groups, trend spotters, surveysFocus groups, trend spotters, surveys
Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull.
Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull.
Got Milk?campaignmade milk drinking cool by using celebrities
Got Milk?campaignmade milk drinking cool by using celebrities
Milk consumptionRose for 1st time since 1969
Milk consumptionRose for 1st time since 1969
If cool people do it - it must be cool.If cool people do it - it must be cool.
Subtext: Every ad has underlying implied message
Subtext: Every ad has underlying implied message
Get you to recall product/brand positivelyGet you to recall product/brand positively
1. Demonstration/Hard Sell2. Testimonial3. Transfer4. Bandwagon5. Slice of Life6. Lifestyle
*Ironic*Emotional
1. Demonstration/Hard Sell2. Testimonial3. Transfer4. Bandwagon5. Slice of Life6. Lifestyle
*Ironic*Emotional
Subtext: Every ad hasan underlying message that is implied - never stated directly.
Subtext: Every ad hasan underlying message that is implied - never stated directly.
Shows product being used, emphasizes product effectiveness, lists product benefits, uses repetition of name.
Shows product being used, emphasizes product effectiveness, lists product benefits, uses repetition of name.
Subtext: This product /service worksSubtext: This product /service works
Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product.Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product.
Subtext - You can be as beautiful/cool as the celebrity if you buy this.Subtext - You can be as beautiful/cool as the celebrity if you buy this.
Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product.Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product.
Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.
Slide 19Slide 19
Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon. Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon.
Subtext - Everybody’s buying it, you should too.Subtext - Everybody’s buying it, you should too.
APPLE’SSwitchAds
APPLE’SSwitchAds
Tony HawkTony Hawk Kelly SlaterKelly Slater
Tells a story complete with characters, a setting and a conflict. Tells a story complete with characters, a setting and a conflict.
Used especially in television commercials
Used especially in television commercials
Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.
Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.
Uses words and images filled with emotional power to make consumers feel emotions and link them to the product.
Uses words and images filled with emotional power to make consumers feel emotions and link them to the product.
Subtext: You will feel like this if you use the product.
1. Conversational - tone of voice
2. Personal/Informal - use direct “you”
3. Specific - state benefits exactly
4. Concise - every word should count
5. Positive - associate product with good feelings
1. Conversational - tone of voice
2. Personal/Informal - use direct “you”
3. Specific - state benefits exactly
4. Concise - every word should count
5. Positive - associate product with good feelings
Opening:Grab viewers attention (headlines & visuals)
Opening:Grab viewers attention (headlines & visuals)
Middle: Body of ad should create desire, increase interest in the product.
Middle: Body of ad should create desire, increase interest in the product.
Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan.
Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan.