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Techniques in Print & Broadcast Advertising

Techniques in Print & Broadcast Advertising

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  • 1. Visuals
    • Catches the attention of readers
    • In many cases, visuals make it easy to illustrate product benefit in a single glance.
    • Helps decrease, if not do away, with body copy in certain cases.
  • 2. Determining the Chief Focus for Visuals
    • Package containing the product
    • Product alone
    • Product in use
    • How to use the product
    • Product features
  • 3. Determining the Chief Focus for Visuals… Cont’d
    • Comparison of products
    • User benefit
    • Humor
    • Testimonial
    • Negative appeal-What happens if you don’t use the product?
  • 4. Package containing the product
  • 5. Product Alone
  • 6. Product in Use
  • 7. How to Use the Product
  • 8. Product Features
  • 9. Comparison of Products
  • 10. User Benefit
  • 11. Humor
  • 12. Testimonial
  • 13. Negative Appeal
  • 14. Composing Great Pictures
    • Visualize a concept for your picture. What do you want it to say?
    • Choose a subject matter.
    • Decide on a center of interest
    • Pick the picture orientation
    • Establish the distance and point of view
    • Plan for action
  • 15. Composing Great Pictures… Cont’d
    • Working with the background
    • Arranging all visual elements within the frame
  • 16. Decide on a Center of Interest
    • Most prominent object in the picture
    • Either the brightest object in the photo or at least not overpowered by a brighter object
    • Only one center of interest should be in the composition
    • Avoid putting the center of interest in the exact center of the photo.
  • 17. Pick the Picture Orientation
    • When using pictures for a slide show, use horizontally composed images
    • If subject has dominant horizontal lines, use horizontally composed image. Vertically composed if vertical.
    • Use square composition if vertical and horizontal objects in your picture are equally important.
  • 18. Some orientation examples
  • 19. Arranging your subjects
    • Choosing the subject distance
      • To convey a feeling of space and depth, move back a bit or use wide-angle lens.
      • Make sure your subjects don’t appear too small when you’re moving back. They should still be large enough to be interesting.
      • For photos that emphasize a person or a group of people, move in as close as you can.
      • Move so you fill in the frame completely with interesting things.
  • 20. Optimizing Backgrounds
    • Check your background to make sure it is not gaudy, brightly colored, or busy.
    • For portraits, a plain background, such as a seamless backdrop can be effective.
    • Outdoors, trees, grass, cloud-studded skies, plain walls, and other textured surfaces can make good backgrounds.
    • Watch for strong lines or shapes in the background that don’t lead the eye to your subject.
    • Consider using depth of field (the amount of the image that’s in sharp focus) to make your background blurry.
  • 21. The Rule of Thirds
    • Divide the frame into thirds horizontally and vertically.
    • Try to have important objects, particularly your center of interest, at one of the four intersections of the imaginary lines that divide the picture.
    • Avoid having objects at the edge of a picture unless the part that isn’t shown isn’t important.
  • 22. When to break The Rule
    • When your main subject is too large to fit comfortably at one of the imaginary intersection points.
    • If centering the image would help illustrate the concept.
    • When you want to show symmetry.
  • 23. Rule-breaking example
  • 24. Some Corollaries
    • If your subjects are people, animals, statues or anything that you think of as having a front end and back end, make sure they are either facing the camera or facing into the frame, rather than out of it.
    • If objects in the frame are moving or pointed in a particular direction, make sure they are heading into the frame, rather than out of it.
  • 25. Some Corollaries… Cont’d
    • Add extra space in front of any fast-moving object (such as a race car) so the object will have somewhere to go, while remaining in the frame.
  • 26. Using Straight Lines and Curves
    • Composing with lines
      • Look for straight lines in your image and try to use them to lead the eye to the main subject area.
      • Find diagonal lines to direct the attention to the center of interest.
      • Use repetitive lines to create an interesting pattern.
      • Curved lines are more graceful than straight lines, and can lead the viewer gently from one portion of the composition to another.
      • Look for shapes within your composition to add interest.
  • 27. Using lines (example)
  • 28. Balancing an Image
    • Create a symmetrical balance by having the objects on either side of the frame to be roughly of similar size or weight.
    • Create a nonsymmetrical balance, have the objects on opposing sides to have different size or weight.
  • 29. Framing an Image
    • In the foreground, look for obvious framing shapes in which you can place your composition.
    • Make your own frames by changing position until foreground objects create a border around your image.
    • Place your frame in the foreground.
    • Use a frame to create a feeling of depth.
  • 30. Avoiding Mergers
    • Mergers are the unintentional combining of portions of an image.
    • Follow these steps to avoid mergers:
      • When composing an image, look behind the subject at the objects in the background. Then, examine the borders of the image to look for things “attached” to the edges.
      • If an unwanted merger seems likely, move the subject to either side, or change your position slightly to eliminate the juxtaposition.
  • 31. Photographing People
    • Capture satisfying portraits
      • Make it possible for your subject to look their best.
      • Get to know your subject’s personality.
      • Provide comfortable surroundings to help people stay relaxed.
  • 32. Taking Your First Portraits
    • The Diamond Pose