Social Identity theory
o Individuals connected to society through various groups that they belong
(Gator, mom, professor)
o Positive social identity based on comparisons made between the in-group
and some relevant out-group such that an individuals in-gr
GRID LAYOUT
Compositional Emphasis:
Grouping
Negative Space
Perimeter Edge
Axial Alignment
Grouping
Grouping of elements important in visual messages
Permits an element to have an immediate visual relationship with another element in
close proximity
Both
Study Guide Test 2-Notes 1
COLOR
Color is a property of light, not of an object.
Light is made of all colors
Red ~ light hits an object
~ object absorbs every color except one we see
~red, is bounced off object and back to our eyes
White reflects all colo
Recap
Focal
point
Filtering effect
Visual Hierarchy
Focal point? Accent? Caution?
What not to do?
Does your design need to have a focal point to be
successful?
Scale
& Proportion
Hieratic Scaling
Design Elements
Line & Value
Adapted from Design Ba
Review
Visual Perception
Seeing
Perceiving (Recognition: Knowledge & Recall)
Interpreting (Making meaning of images in context,
Idiosyncratic differences)
Figure/Ground
Figure is element in design seen separate from background
Ground = Background
Dr.TroyE
Recap
Evolution
of marketing
Globalism
Social
vs. Tribalism
Identity Theory
Social Identity
Social Categorization
Social Comparison
Distinctiveness
Visual Perception
Visual Perception and Gestalt
Psychology
Dr. Troy Elias
Department of Advertising
2084 We
What is advertising?
Advertising is a paid, mediated form of communication from an identifiable source,
designed to persuade the receiver to take some action, now or in the future
I do not regard advertising as entertainment or an art form, but as a mediu
What is advertising?
Advertising is a paid, mediated form of communication from an identifiable source,
designed to persuade the receiver to take some action, now or in the future
I do not regard advertising as entertainment or an art form, but as a mediu
Publication Terms
Halftone A continuous tone image reproduced by means of a special screen made up
of dots of various sizes to simulate shades of grey (or color) in a photograph
Digitally, by laser, photographing it through a screen
Typically used for new
Exam 2 ADV 3203 Study Guide
1. Photography
System designed to produce a visual recording of an event through the agency of light, using light-sensitive
material
o Components that contribute: lens to focus light, film/light-sensor to record the imagine, c
ADV 3203 Exam 3 Study Guide
Advertising Careers
o Advertising Agency
Account Executives (AE) bring in work and develop advertising
concepts with the Creative Director
The CD, copywriter and AD execute the concepts
Projects cover all forms of media (pr
ADV 3203 | Exam 3 Study Guide
Instructions: For each of the 4050 questions, CLEARLY circle the correct answer AND fill in the
answer on your scantron sheet. (a, b, c, d, a=True or b=False).
Ad & Design Careers
Ac
Focal Point & Emphasis:
Focal Point A point of emphasis, can be used to initially attract the viewers attention
and encourage them to look closer
focal point results when one element differs from the others, interrupting an overall
feeling or pattern and
Study Guide
Intellectual vs. Visual Unity:
Composition: the organization of elements in a design. (aka design)
Intellectual unity: elements have common theme; hey have unity of idea. (ay not be
obervable by the eye.
This may not be what the designer wants
Creating Depth and Volume
You can use warm and cool colors to create 3-Dimensionality because warm colors
come forward and cool colors recede
Color as Emphasis
Color Dominance
Areas of emphasis in a work of art create visual interest
Carefully planned by
How to Produce Advertising That Sells
Do your home work - Study the product, competitors approaches, customers
The more you know about it, more likely you are to have good idea of how to sell it
Positioning How does it differ from other products in its ca
ILLUSTRATION
What is an Illustration?
Hand-drawn art that uses images to make an applied, visual statement
Illustrators use a wide variety of techniques
mixed-media collage
cut paper
pen and ink
paint
computer-generation
They draw the reader into the layo
Printing and Binding
History of Printing
History of printing began in the East : China, Korea, and Japan
Paper invented in China by AD 105
Printing using wooden blocks technique used in fine art by 10 century
Oldest known printed book Diamond Sutra dated
* We aren't endorsed by this school
