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Unformatted text preview: rtisement must be
able to attract the audience's attention, provide a reason for the audience to spend its time viewing
the advertisement, and accomplish what it set out to do. In the end, the execution style must match
the medium and objectives.
Print advertising can be especially difficult because it is a static medium: no sound, no motion, only
one dimension. Instead, print relies on several key components that appear in most ads: the
h e ad lin e , or large type designed to draw attention and be read first; the b o d y co p y, which
represents the main text portion of the ad; the b ackg r o u n d or backdrop for the ad, usually a single
color; the fo r e g r o u n d , which refers to everything that appears on top of the background; and the
b r an d in g that identifies the sponsor of the ad. T he advertiser must convey its message using these
compelling visuals, background colors or images, a logo, and limited text. connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/3 9/15/13 M cGr aw- Hill Connect - Ebook W hy is this gorilla s miling? Bec aus e the k angaroos have arrived at the Buenos Aires Zoo. This Clio-winning
ad delivers a c ompelling vis ual, a c all to ac tion (vis it the z oo), and the advertis er's identific ation.
p. 548 T he ad on the previous page is an example of a very effective print ad, so effective that it won a Clio,
the top advertising award.33 F rom the start, this compelling ad makes viewers wonder why the gorilla
is smiling, and the answer, that “T he kangaroos have arrived,” is likely to prompt amused awareness
that a new exhibit has opened. T he background and foreground match in their coloring, because this
advertisement really wants to emphasize the foreground image instead of relying on bright colors to
attract readers' attention. Once it has grabbed them with the funky image, the ad ensures that
viewers know who is advertising and how to answer the ad's call to action (i.e., visit the zoo) by
including the zoo name and logo, even larger than the tagline. In other ads, the advertiser might
include a Web addr...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08