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ADVERTISING
70 Explain advertising
71 explain the advantages and disadvantages of the forms of advertising
72 Describe the elements of advertising
TV Ad Elements

 No more than 1 minute
Attention grabbing - Grab attention within 1st 3
   seconds
1 theme - 1 idea or message to get across – don’t
   confuse viewer with several goals
Product Visibility - Involve consumer with
   product, have product clearly visible throughout
Closing Key Point - Show product benefit at climax
   of add (height of tension/excitement)
Creative - Don’t just copy what competitors do
Print Ad Guidelines
 Print, direct mail, emails, banner ads, pop up ads, etc.

Headline - major persuasive component, usually large text at top
Headline Tips:
1. big lettering
2.should deliver benefit or identify product
3.entice reader – gives you a reason to continue reading
(5 times as many people read headline than any other part of the
    ad)
4.no more than 8 words
5. use simple, common, familiar words

Subheading
 Organizes body copy or clarifies headline
Text Tips for Print Ads

Copy - Text of an ad that delivers the message
Copy Tips:
1. font says something – different font give
   different messages
2. 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 us
5.keep phrases together on one line
6.use present tense
Visual Aspects of Ads

Illustration - A photo, drawing, painting, graphic, chart
    or graph – AS IMPORTANT AS HEADLINE

Layout - The way in which the elements of an ad are
  arranged
Weight - Visual dominance of the ad
Image 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
Semiotic Analysis

The study of a sign ( remember DaVinci Code –
  Tom Hank’s character)
 Object - Product or institution
 Symbol - Picture or graphic
 Meaning - what the symbol represents

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Advertising

  • 1. ADVERTISING 70 Explain advertising 71 explain the advantages and disadvantages of the forms of advertising 72 Describe the elements of advertising
  • 2. TV Ad Elements  No more than 1 minute Attention grabbing - Grab attention within 1st 3 seconds 1 theme - 1 idea or message to get across – don’t confuse viewer with several goals Product Visibility - Involve consumer with product, have product clearly visible throughout Closing Key Point - Show product benefit at climax of add (height of tension/excitement) Creative - Don’t just copy what competitors do
  • 3. Print Ad Guidelines  Print, direct mail, emails, banner ads, pop up ads, etc. Headline - major persuasive component, usually large text at top Headline Tips: 1. big lettering 2.should deliver benefit or identify product 3.entice reader – gives you a reason to continue reading (5 times as many people read headline than any other part of the ad) 4.no more than 8 words 5. use simple, common, familiar words Subheading  Organizes body copy or clarifies headline
  • 4. Text Tips for Print Ads Copy - Text of an ad that delivers the message Copy Tips: 1. font says something – different font give different messages 2. 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 us 5.keep phrases together on one line 6.use present tense
  • 5. Visual Aspects of Ads Illustration - A photo, drawing, painting, graphic, chart or graph – AS IMPORTANT AS HEADLINE Layout - The way in which the elements of an ad are arranged Weight - Visual dominance of the ad Image 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. Semiotic Analysis The study of a sign ( remember DaVinci Code – Tom Hank’s character)  Object - Product or institution  Symbol - Picture or graphic  Meaning - what the symbol represents