Wells14_Basic - Design and Production Part 4: Effective...

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Design and Production Part 4: Effective Advertising Messages Chapter 14
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14 - 2 Chapter Outline I. Chapter Key Points II. Visual Communication III. Print Art Direction IV. Print Production V. Television Art Direction VI. Broadcast Production VII. Effective Web Design
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14 - 3 Key Points Explain how visual impact is created in advertising List the principles of layout and explain how design is affected by media requirements Describe how art and color are reproduced Explain how the art director creates TV commercials Identify the critical steps in planning and producing broadcast commercials Summarize the techniques of Web design
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14 - 4 Visual Communication Six key reasons for the effective use of visuals in advertising 1. Grab attention 2. Stick in memory 3. Cement belief 4. Tell interesting stories 5. Communicate quickly 6. Anchor associations
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14 - 5 Visual Communication Visual impact A picture in a print ad captures more than twice as many readers as a headline does Initial attention is more likely to turn into sustained interest The art director In charge of the visual look of the message Most difficult challenge is transforming a concept into words and pictures
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells14_Basic - Design and Production Part 4: Effective...

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