An introduction to advertising and an aware act of communication with a well defined purpose. The company, the target, the product.

1. Advertising
As Communication
The company, the product, the target and the way
The advertising method
Push and pull advertising
How our memory forms
© Fabio Arangio - Graphic designer & instructor

2. What is
Communication?
© Fabio Arangio - Graphic designer & instructor

3. Here what you think it is:
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4. The media thought which people send and receive information
exchange of information
transmitting information in any way to someone else
Point where a message is given and understood
Communication is the way in which people or companies talk
...espressing thoughts and ideas...
Communication helps us to explain our ideas
a way to share our ideas
relating ideas
Communication is a tool for understanding other people
Listening to people and answering them back
a kind of relation between people
Communication is the way people or anything else are in relation with each other
a way to know about what the others want to share and say
the way to explain people something in order to understand it better
© Fabio Arangio - Graphic designer & instructor

5. The media thought which people send and receive information
exchange of information
transmitting information in any way to someone else
Point where a message is given and understood
Communication is the way in which people or companies talk
...espressing thoughts and ideas...
Communication helps us to explain our ideas
a way to share our ideas
relating ideas
Communication is a tool for understanding other people
Listening to people and answering them back
a kind of relation between people
Communication is the way people or anything else are in relation with each other
a way to know about what the others want to share and say
the way to explain people something in order to understand it better
© Fabio Arangio - Graphic designer & instructor

6. The media thought which people send and receive information
exchange of information
transmitting information in any way to someone else
Point where a message is given and understood
Communication is the way in which people or companies talk
...espressing thoughts and ideas...
Communication helps us to explain our ideas
a way to share our ideas
relating ideas
Communication is a tool for understanding other people
Listening to people and answering them back
a kind of relation between people
Communication is the way people or anything else are in relation with each other
a way to know about what the others want to share and say
the way to explain people something in order to understand it better
© Fabio Arangio - Graphic designer & instructor

7. The media thought which people send and receive information
exchange of information
transmitting information in any way to someone else
Point where a message is given and understood
Communication is the way in which people or companies talk
...espressing thoughts and ideas...
Communication helps us to explain our ideas
a way to share our ideas
relating ideas
Communication is a tool for understanding other people
Listening to people and answering them back
a kind of relation between people
Communication is the way people or anything else are in relation with each other
a way to know about what the others want to share and say
the way to explain people something in order to understand it better
© Fabio Arangio - Graphic designer & instructor

8. The media thought which people send and receive information
exchange of information
transmitting information in any way to someone else
Point where a message is given and understood
Communication is the way in which people or companies talk
...espressing thoughts and ideas...
Communication helps us to explain our ideas
a way to share our ideas
relating ideas
Communication is a tool for understanding other people
Listening to people and answering them back
a kind of relation between people
Communication is the way people or anything else are in relation with each other
a way to know about what the others want to share and say
the way to explain people something in order to understand it better
© Fabio Arangio - Graphic designer & instructor

9. exchanging information
© Fabio Arangio - Graphic designer & instructor

10. exchanging information
words
written or spoken
(language)
visual
signs, colours etc.
(language of signs, semiotics)
sensorial
touch, smell etc.
© Fabio Arangio - Graphic designer & instructor

11. exchanging information
words
written or spoken
(language)
visual
signs, colours etc.
(language of signs, semiotics)
sensorial
touch, smell etc.
rational emotional
© Fabio Arangio - Graphic designer & instructor

12. What is
Advertising?
© Fabio Arangio - Graphic designer & instructor

13. Here what you think it is:
© Fabio Arangio - Graphic designer & instructor

14. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially communicating
© Fabio Arangio - Graphic designer & instructor

15. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially communicating
© Fabio Arangio - Graphic designer & instructor

16. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially
© Fabio Arangio - Graphic designer & instructor

17. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially communicating
© Fabio Arangio - Graphic designer & instructor

18. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially communicating
© Fabio Arangio - Graphic designer & instructor

19. making customers acquaintance with a certain product
a way to make something popular
advertising is a promotion of...
explaining people about the product
catching everyone attention and presenting a product
finding ways to promote something and to make it well known among people
how people or companies send their product ideas out to the public
way for communication between seller and buyer
way to share what you want to transmit
giving people ideas what the product is about
the promotion of something in a creative way
portrating ideas in a creative way
the way of brands to communicate with the buyer
commercially communicating
© Fabio Arangio - Graphic designer & instructor

20. Advertising is a form of communication intended to persuade
an audience (viewers, readers or listeners) to purchase or take
some action upon products, ideals, or services
© Fabio Arangio - Graphic designer & instructor

21. first you have to let the audience know that product exists
basic information
then you have to let the audience know what it exactly is and what is not
unique selling proposition
finally you have to suggest that it can be the best choice
creating the goodwill towards the products (short terms/long term)
© Fabio Arangio - Graphic designer & instructor

22. before everything you need to know what that product is
research, inquire, understand
© Fabio Arangio - Graphic designer & instructor

23. Who
does advertising talk to?
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24. Who
is the target of advertising?
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25. target
general
(aspecific)
everyone
specific
class
people who share
the same economical
condition
age
teenagers, young, middle
age etc.
community
people who have a common
passion or interest
geographic
people who lives in the same area
or in the same area type
culture
people who have the
same knowledge level in a
specific field or in general
© Fabio Arangio - Graphic designer & instructor

26. How does advertising
interact with its target?
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27. How does advertising
interact with the social reality?
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28. advertising
reflects the social reality
since it has to talk to it
affects the social reality
creating trends, new habits,
suggesting a point of view etc.
© Fabio Arangio - Graphic designer & instructor

29. advertising
evident/clear
i.e. an advertising pag on a
magazine, a tv spot
subtle
i.e. a product that appears during
a movie
© Fabio Arangio - Graphic designer & instructor

30. advertising
pull
directed to the public
(i.e. a billboard)
push
directed to a specific person who
belonged to a certain target
(i.e. a flier sent to your mailbox)
direct marketing
© Fabio Arangio - Graphic designer & instructor

31. How to advertise
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32. listen
inquire
research
understand
describe
explain
simplify
magnify
get information
provide information
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33. How does
a memory form in our mind?
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34. How do we remember something
we’ve seen?
© Fabio Arangio - Graphic designer & instructor

35. memory
short term
something we experience,
we evaluate and eventually
discard from our mind
long term
something we hold in our mind
repetition familiarity
advertising works when it succeeds in sticking a product sign or image into the
collection of the reader’s memories as an icon (mind images) that can be recalled
© Fabio Arangio - Graphic designer & instructor