Print Advertising #4Today I will: Engage in the fundamentals of print adsSo I can: understand print ad elements, and see as a consumer how print ads affect me.I will know I’m successful when: I fully develop and complete a professional print ad, suitable for and displayed to the public

This lesson will be useful on and assessed by our unit project. For enhanced knowledge (a.k.a. “excellence”

reference pages 469 - 475

5 Components of Print Ad1) Headline2) Copy3) Illustration4) Signature5) Call-to-Action

1) Headline• Attracts Attention• Builds interest in the rest of the ad• 80% of people only read the headline

when seeing a print ad• Must be brief. Most people cannot

take in more than 7 words at a time• The headline is the largest text 99%

of the time

2) Copy• Describe benefits – how will

customer’s life improve?• Selling message of the ad• Should be simple, direct, encouraging

the customer to try the product• Tells the who, what, where, when.

Facts are powerful. Claims not so much.

• Using adjectives or descriptive words, appeal to the senses, help the customer touch and feel the product.

3) Illustration• Often used to expand on the copy,

showing how the product works, how used or to show emotion.

• Ensure image is clear and to scale.• Sometimes, an illustration is used with

no copy

Photo, image, drawing, etc.

4) Signature• Logo is placed to make sure reader

knows what company is advertising. At times call the signature.

LogoSlogan

Same ad, but no logo or sloganCould be any company

so ad creates no promotional value

Logo &/or Slogan

5) Call-to-Action• Typically appears at end or bottom of ad• May add sense of urgency – limited time,

or good through a deadline.• Instruct customers what steps to take to

purchase – visit web site, call phone number, register, stop by store, etc.

LayoutGutenberg Diagram – viewer’s eyes move across your design

Three common layouts for you to considerBe sure to use “white space” to add visual appeal

“Z” technique. The eyes tend to follow a Z path down the page.

Primary Optical Area

Terminal Area

Minimal attention

Minimal attention

1 2

Ogilvy Technique. Place top-to-bottom in this order: Illustration Photo Caption Headline Copy SignatureStudies show this is the order that ad items are most viewed.3 4

TypefaceType Size – measured in points. 1 point = 1/72 of an inch• Ads intended for readers over age 65 should use 14+

point in the copy

PSerif fonts use short cross lines at the upper and lower ends of the letters. This leads the eyes in a horizontal direction, encouraging people to read the copy. Examples of serif are Times Roman or Palantino.

Font – Serif vs Sans Serif Serif

Examples of sans serif are arial and Tahoma. P

Without SerifBest used for headlines.

Color use . . . emotion Guide

Project Roll out