CMayeJ368PPT_10ArtDirection.pptx

CMayeJ368PPT_10ArtDirection.pptx - 11/7/10 Jour 368 2009...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
11/7/10 1 Jour 368 © 2009 Carmen Maye
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11/7/10 2 Improved technology. Inherent advantage of visuals for persuasion. Greater image-building ability. Legal advantage of visual over text-only. Pictures are more portable than words across cultures. Pictures allow for placing brands in favorable social contexts. The drawing, painting, photography, or computer-generated art that forms the picture in an advertisement.
Background image of page 2
11/7/10 3 Attract the attention of the target audience. Make the brand heroic. Communicate product features or benefits. Create a mood, feeling, or image. Stimulate reading of body copy. Create desired social context for the brand.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11/7/10 4 Size. It matters. Color. Can communicate a principal value, be used to attract the reader’s attention to a particular part of an ad. Medium. Will you use drawing, photography, or computer graphics? The choices the advertiser has for displaying its product.
Background image of page 4
5 Effective illustration: Attracts attention of the target segment. Initiates information processing. Visually represents the creative strategy. Associates a particular mood or feeling with a brand. Creates a particular image for the brand. The aesthetic structure, plan abd style of a print ad. Arranging the components of a print ad to
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/17/2011 for the course JOUR 368 taught by Professor Konkle during the Fall '10 term at South Carolina.

Page1 / 19

CMayeJ368PPT_10ArtDirection.pptx - 11/7/10 Jour 368 2009...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online