This document discusses different types of advertising and considerations for design. It outlines various advertising mediums including digital/online, print, outdoor, guerrilla, broadcast, mobile, and packaging. It also covers constraints like budget, legal/ethical issues. The document analyzes sample road safety ads, noting they use empathy strategies to make people feel bad and think twice about dangers. The ads graphically portray car crashes and injuries to strongly convey anti-drunk and distracted driving messages.

1. Understand issues relevant
to design for advertising
Thomas Cavanagh

2. Mind map
Types of
advertising
Digital
advertising
(online) found
on websites.
Outdoor advertising
including:
billboards/bus stops,
etc.
Guerrilla marketing - Advertising
that is unexpected. It is different,
but catches people’s attention.
Print
advertising: In
newspapers and
magazines.
Mobile
advertising
Broadcast advertising
Product placement
Packaging
advertising

3. Online advertising (aka digital)
One of the most effective marketing strategies. Online advertising works well
because a lot of people use the internet these days, for example keeping updated
on social media, to do their jobs, and to just browse the internet in general.
Advert’s are all over the internet as people are trying to promote their businesses
and websites.

4. Print advertising
Print advertising is physically printing the advert, and then using them in
newspapers, magazines, posters/billboards and etc. This is a good method of
advertising because many people will walk past the advertisement everyday. If
someone finds interest in the advert they will search for the organisation or
business that had produced the poster.

5. Guerilla advertising
This type of advertising is ideal for smaller businesses trying to promote
themselves to a larger audience. It is un-ordinary and different, but this is why it
works, because it attractions people’s attention.

6. Broadcast advertising
Broadcast advertising is typically found on the radio and T.V. Like online
advertising a lot of people would watch T.V and listen to the radio therefore this
type of advertising will tend to reach a large audience. If people are interested in
the advert, then they will try and found out more about it after hearing/seeing the
advert.

7. Outdoor advertising
This type of advertising can be found pretty much everywhere, whether it’s
attached to a shop window or displayed on a huge billboard. This advertising
would usually contain bright colours/images, too grab the attention of people who
pass by.

8. Product placement advertising
This is a type of advertising for companies to use in a non-traditional advertising
technique. Companies will pay fee’s to place their product or get mentioned in
specific media.

9. Mobile advertising
Mobile advertising consists of text messages (sms) and interactive adverts. These
adverts work well on mobiles phones because, first of all a lot of people own a
mobile phone, therefore companies adverts will be reaching a large audience.
Also people who own smartphones may accidentally click on the advert.

10. Packaging advertising
This type of advertising is used to advertise its own product, or other products and
the company itself. The advertising can enhance the product to attract a larger
audience, depending on its design.

11. Design context
● Budget, how much it’ll cost to produce the advert & advertise it.
● Media, what type of media you are going to use and how you are going to
display the advert
● What you are advertising for.
● Who you are advertising for (target market)
● Where you are going to advertise
● Whether or not the advert is suitable to advertise.

12. Constraints in advertising
All advertising must have an accurate description of what the advert is actually
advertising. It must be legal, and truthful. It must also not be used to encourage
illegal, unsafe or anti-social behaviour. If any of this is promoted in an advert, the
company/business who produced the advert would suffer consequences, for
example the company could become hated by a lot of people, and lose out on
product sales or customers.
Money can be an issue when it comes to advertising because the
company/business might not have enough money to actually advertise their
product/company and etc.
Ethics. Companies and businesses will have to put it into consideration when
producing their advert about people who might necessarily be affected by the
advert in a negative way or might be offended by the advert and it’s message.

13. Communication in advertising: Road/car safety.
All the adverts I chose, are “empathy” type advertising strategies. These are used to make people feel
bad about the advert and the people involved with in it. Therefore these adverts will make people think
twice about when driving, as the adverts act as a warning. Other advert strategies include: Before and
after, advice, testimonial, demonstration, competitive or comparison and negative to positive.

14. Advert 1
This advert displays a car crash, the fact the cars on humans displays that a car
crash can cause physical pain as well as just damage to the car. “Stop the
violence don’t drink and drive” is the message displayed with the image, the text
“don’t drink and drive” is in red text, this could be because it is supposed to display
a warning, or even blood from the aftereffect of a car crash.

15. Advert 2
This advert is quite explicit, as it portrays violence. Although this may be quite a
gruesome image, it does represent a very strong message. “Don’t talk while she
drives” is the message this advert is trying to get across, this represented by a
splatter of blood coming out the mobile phone’s speaker as if the woman has just
suffered an injury whilst driving.

16. Advert 3
This advert is meant to display two different sides of safety, first of all it is
noticeable that neither parent is concentrating on the road, as it appears a child
crossing the road is about to get hit. This advert is smart because it uses the car
mirror to show a little child in the back of the car therefore the advert displays two
sides of possible injury prone children.

17. Advert 4
This advert is meant to display that “Careless driving can be very dangerous.” This
is presented by a car key being shaped to look like a gun. The reason the key is
shaped into a gun is because gun’s are also very dangerous, and just like
careless driving at any time they could cause damage, and potentially kill
someone.

18. Advert 5
This advert uses a zebra crossing to represent a tally of people who have possibly
died, or at least had a car accident. This will remind people that if they don’t drive
safe and drive too fast, that people’s lives are potentially on the line.