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  1. 1. ADVERTISING70 Explain advertising71 explain the advantages and disadvantages of the forms of advertising72 Describe the elements of advertising
  2. 2. TV Ad Elements No more than 1 minuteAttention grabbing - Grab attention within 1st 3 seconds1 theme - 1 idea or message to get across – don’t confuse viewer with several goalsProduct Visibility - Involve consumer with product, have product clearly visible throughoutClosing Key Point - Show product benefit at climax of add (height of tension/excitement)Creative - Don’t just copy what competitors do
  3. 3. Print Ad Guidelines Print, direct mail, emails, banner ads, pop up ads, etc.Headline - major persuasive component, usually large text at topHeadline Tips:1. big lettering2.should deliver benefit or identify product3.entice reader – gives you a reason to continue reading(5 times as many people read headline than any other part of the ad) more than 8 words5. use simple, common, familiar wordsSubheading Organizes body copy or clarifies headline
  4. 4. Text Tips for Print AdsCopy - Text of an ad that delivers the messageCopy Tips:1. font says something – different font give different messages2. use no more than 2 fonts (otherwise it is too busy)3. avoid using all caps (the impression is screaming)4. avoid reverse types in most situations (toys reverse R us5.keep phrases together on one line6.use present tense
  5. 5. Visual Aspects of AdsIllustration - A photo, drawing, painting, graphic, chart or graph – AS IMPORTANT AS HEADLINELayout - The way in which the elements of an ad are arrangedWeight - Visual dominance of the adImage dominant - Use for emotional products (ex. Food, clothing)Type dominant - Use for rational products (ex. Financial services, insurance, computers)Visual Flow - Z pattern – a reader’s natural tendency to read from left to right, top to bottom, left to right
  6. 6. Semiotic AnalysisThe study of a sign ( remember DaVinci Code – Tom Hank’s character) Object - Product or institution Symbol - Picture or graphic Meaning - what the symbol represents