ADV305_Mar_25 - 20090331 ADV305 The Fundamentals of...

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2009 03 31 1 Creative Execution: Ch11. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Art and Copy Mar 25, 2009 In 2004, Brad Jakemen, Citigroup’s director of global advertising Today’s Ad “Identity theft is a broad scale problem for millions of people… How can we create a piece of advertising that could communicate it could happen to you?” Citibank: Today’s Ad Citibank: “Identity Theft” TV ad Today’s Ad “It didn’t seem right to us, either.” Citibank: “Identity Theft” print ad In advertising, what is shown is just as important as what is said The nonverbal aspect of an ad carries at least half the burden of communication. Ithl iti th d f th ddt ii th it fl Chapter Objectives It helps position the mood of the ad, determining the way it feels to the audience. That mood flavors the verbal message, embodied in the copy ¾ In this chapter, we examine the visual and the verbal details The Use of Layouts The Art of Creating Print Advertising ¾ A layout is an overall orderly arrangement of all the format elements of an ad : headline, subheads, visual(s), copy, captions, trademarks, slogans and signature. ¾ Purpose Helps creative teams develop and evaluate, in advance, how the ad will look and feel and serves as something for the agency and client to approve Helps creative teams develop the ad’s psychological elements that are the nonverbal and symbolic components for building brand personality, equity, and image, along with a mood Once the best design is chosen, it serves as a blueprint.
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2009 03 31 2 Types of layout: Picture window layout Also called a poster style layout, note how the single, large visual occupies about two thirds of the ad. The headline and copy may appear above or below the “window” Types of layout : Mondrian grid layout Named after Dutch painter Piet Mondrian, the Mondrian layout uses a series of vertical and horizontal lines, rectangles, and squares within a predetermined grid to give geometric proportion
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ADV305_Mar_25 - 20090331 ADV305 The Fundamentals of...

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