6-1 Copyright © 2009 Pearson Education Canada CHAPTER 6 Design, Layout, and Production

6-1 Copyright © 2009 Pearson Education Canada

CHAPTER 6

Design, Layout, and Production


Learning Objectives

Explain roles and functions of copywriters and art directors

Identify the design principles and creative considerations for developing print, broadcast and electronic advertising

Continued…..


Learning Objectives (cont.)

Explain the various types of print layout options

Characterize the functions of various sections of a TV commercial

Explain the production stages of television and radio commercials


Components of a Print Advertisement

1. Headline

2. Subheadline

3. Body Copy

4. Illustration

5. Signature

All elements must blend together so that the elements of balance, unity, and flow are established.


Headlines

The primary purpose of the headline is to command the reader’s attention.

Headlines have five times the readership of body copy. (David Ogilvy, legendary adman)

Promise-of benefit

Curiosity

Question

News

Command


Subheadlines

Smaller headline that amplifies the main point of a headline, making it possible to keep the headline shortacts as a breaker between the headline and the body copy.

takes the reader directly from the headline to the body copy and/or illustration.


Body Copy

Informative or persuasive prose that elaborates on the central theme of the ad it is the payoff or proof of the promise

how much body copy is needed is always an issue

Several types of body copy commonly used:

Reason-why copy

Dialogue copy

Narrative copy


Signature

Often referred to as a tagline, the signature usually includes a slogan and logo.The purpose of the signature is to:

Summarize the concept or central theme

Position product in customer’s mind


Aquafina Ad

Review Figure 6.3 above and Figure 6.4 in the text; visit & discuss Jaguar’s website. How effective is each of the components of the advertisements?

http://www.jaguar.ca/


The Art Direction Function

Primary responsibility is to design the layout of the ad

Layout refers to the design and orderly formation of the various elements of an ad within specified dimensions


Three Design Stages

Thumbnail sketches – small, experimental drawings or various ideas and design concepts

Rough art – to the drawing of an ad that is done in actual size

Comprehensive – the copy and illustration appear as highly refined facsimile of what the finished ad will look like


Design Principles Affecting Layouts

To achieve distinctiveness in ads, art directors consider the following:

BalanceUnityFlowColour and contrastSizeBleed pagesArtwork versus photographyWhite spaceClarity and simplicity


Types of Layouts

Poster

Vertical Split

Horizontal Split

Multiple Illustration

Long Copy

Insert Layout


Out-of-Home Advertising

Outdoor Posters

Transit Advertising

Point-of Purchase Advertising

Digital displays

Mural ads


Identification of brand name is critical

Cut-out extensions grab attention

Bold colour and contrast

Simple, clear, easy-to-read fonts

Size the copy and place in relation to product

Design Considerations for Outdoor


Design Considerations for Transit

Interior:Passengers are trapped; communications can be detailed.

Contrast and clear, easy-to-read copy is essential.

Exterior:Often viewed from angles; bold type, punchy copy lines, and simplicity are essential.


Point-of-Purchase

P-O-P encourages impulse buying and last minute choices among brands. Display materials must provide:

Impact

Identification

Information

Imagery


Design Considerations for Direct-Response

Grab the reader’s attention

Personalize the mailing

Include a complete presentation

Include multiple piece in the mailing


Television Advertising

Concerned with the how time is used; therefore, the flow of commercials is important.

Atypical commercial is divided into three sections:

Opening

Middle

Closing


Designing TV Commercials

Creative develops the central concept or theme and then creates a story around it.

Storyboard – set of graphic renderings in a TV-frame format, with appropriate copy showing what the commercial will look like.

Client approves ad campaigns on the basis of the storyboard


Creative Considerations for Television

Unity

Integration of Audio and Video

Special Effects

Pace

Live action or animation

Format


Television Format

Choosing the right format to dramatize the message is important. Demonstration

Narratives

Testimonial or endorsements


Television Production Stages

Production involves four separate stages:Obtaining Cost Quotations

Pre-production

Production

Post-production


Direct-Response Television Advertising

An infomercial presents in more detail the benefits of a brand and encourages immediate action.

Infomercials tend to be repetitive and consumers interact with them through 1-800 numbers and the Internet.


Radio Advertising

Grabbing attention quickly is crucial as listeners “tune outs” ads.Mention brand name often

Be conversational

Centre message on one significant idea

Use sound effects to create visual images

Be positive, cheerful, and upbeat


Radio Commercials

Musical

Slice-of-Life

Straight Announcement

Personality Announcement


Designing Banner Ads

The goal is to get people to click on a website banner. Tips for improving response include:

Choose words wiselyProvide an incentiveAdd some humourBe specificChoose right coloursConsider animation Size helps


Website Design

Have a focused concept

Use an informal writing style

Have a consistent look

Limit the use of graphics

Keep scrolling simple

Make graphics clear

Pages must be scannable

Write to be read

Plan for expansion

Documents

6-1 Copyright © 2009 Pearson Education Canada CHAPTER 6 Design, Layout, and Production