This document provides information about advertising design and strategies. It discusses different types of advertising like online, print, broadcast and others. It also outlines important contexts for designers to consider like audience, message and constraints. Finally, it describes seven common advertising strategies such as before/after, testimonials, demonstrations and more. The goal is to help those designing ads understand effective techniques.

1. +
Understand issues relevant
to design for advertising
Jo Lowes

2. +
Website support
 https://www.youtube.com/watch?v=FGvO0VmI6Fw
 https://patriciadeguzmanunit42.wordpress.com/

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Types of advertising
 Produce a mind map of the different types of advertising
 Consider……
 Medium: on screen eg web, animation, television, cinema,
LCD, plasma, hand-held device, print eg eg internet, books,
magazines, design
 illustration, packaging, hoarding, magazine; product eg logo,
material, corporate colours, look and feel

4. +
Describe the following types of
advertising Methods & include
visual examples
 Online advertising (aka digital)
 Print advertising
 Guerrilla advertising
 Broadcast advertising
 Outdoor advertising
 Product placement advertising
 Mobile advertising
 Packaging advertising

5. +
Design contexts
 What information do advertising creative need in
order to create an advert
 Design contexts
 : eg sources, background information; relevant to the
brief eg audience, product, message,
 media
 Opportunities
 : existing thinking; new ideas eg circumstances,
products, exploitation, exploration, new
 openings, scope, media

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Constraints in advertising
 Law:
You must stay within legal rules such as libel. There are also
certain products that cannot be advertised at all, or where
adverts are restricted, such as tobacco and alcohol. There are
further guidelines such as you cannot make untrue claims in
adverts.
 Money:
Clearly money is a constraint. If your budget is limited you
cannot consider expensive TV adverts.
 Ethics:
Should you advertise in publications that some people might
find distasteful or which do not fit your product’s profile. Should
you advertise products to vulnerable people – eg advertising
fast food to children.

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Communication in advertising
 Place the adverts you found for homework here and describe
what they are trying to communicate
 Consider who it is aimed it
 What is is trying to do eg what strategy does it use (see the
next slide)
 Consider the style: eg subtle, non-literal, theoretical,
conceptual, abstract, literal, explicit, factual, humorous
 Finally do you think it is effective and why?

8. +
7 Most common Types of Ad
Strategies
 1. “Before and After”
Strategy. Use this
strategy to show life
without the product and
then life with the product.
Generally, you’d show a
negative visual image of
life before the product and
then a positive one after.
This technique helps you
show the value and
importance of your
product.

9. +
 2. “Advice” Strategy.
This is a lateral, “we
can help you” ad
strategy. Use it to
express the benefit of
your product or service.
For example, you can
emphasize that
everyone needs to
consume protein
everyday so you can
sell more milk. (E.g Got
Milk?)

10. +  3. “Empathy”
Strategy. Use this
strategy to develop the
audience’s empathy
towards a targeted
audience. For example,
a non-profit
organization can show
images of ill children to
make people feel
sympathetic towards
the kids. This approach
can help the non-profit
organization raise
funds.

11. +
 4. “Testimonial”
Strategy. This
approach leverages a
famous or non-famous
consumer to support
the quality or benefits of
a brand’s product. For
example, a professional
basketball player can
wear a pair of Nike
basketball shoes to
support the quality of
Nike basketball shoes.

12. +  5. “Demonstration”
Strategy. This type of
ad strategy focuses
solely on ways to
explicitly show the
product benefit via a
“demonstration.” For
example, when Jean-
Claude Van Damme
performed a split on
two reversing Volvo
trucks, he was
demonstrating the
stability and reliability of
Volvo trucks.

13. +  6. “Competitive” or
“Comparison” Strategy.
Use this strategy to make
either an overt or subtle
reference to any differences
between your product and a
competitor’s product. The
classic example is the Mac
vs PC commercial where
Apple directly compared
Mac’s features against PC’s
to explicitly show the
superiority of Mac
computers.

14. +  7. “Negative to Positive”
Strategy. Use this strategy
to turn a boring or negative
perception about a product,
brand, or market into a
positive one by adding an
extra or clever argument.
For example, VW’s famous
“Think Small” ad turned the
common American belief
that bigger is better, by
showing positive reasons for
owning a small car, such as
smaller bills and parking
spaces.