The document discusses the design process for print advertising, including defining design, layouts, and the purpose of visual elements. It explains the stages of advertising design and production such as thumbnail sketches, rough layouts, comprehensive layouts, dummies, and mechanicals. The purpose of visuals in ads is to capture attention, clarify claims, identify the subject, show product use, qualify readers, convince readers, arouse interest, emphasize features, and create impressions. Determining the chief focus of visuals could include the product package, the product alone, the product in use, how to use it, features, comparisons, user benefits, humor, or testimonials. Students are assigned to redesign a print ad layout by

1. Creative Execution: Art and Copy Aiden Yeh Contemporary Advertising Arens, McGraw-Hill

2. The Art of Creating Print Advertising (p. 406) Design refers to how the art director and graphic artist (or graphic designer) choose and structure the artistic elements of an ad.

3. The Use of Layouts (p. 407). A layout is an overall orderly arrangement of all the format elements of an ad: headline, subheads, visual(s), copy, captions, trademarks, slogans and signature.

4. Advertising Design and Production: Thumbnail Sketches (p. 407). Rough Layout (p. 407) Comprehensive (p. 408). Dummy (p. 408) Mechanical (paste-up) (p. 408). Approval (p. 409).

5. Artists who paint, sketch, and draw in advertising are called illustrators. The artists who produce pictures with a camera are photographers.

6. Purpose of the Visual (p. 411). a. Capture reader attention. b. Clarify claims made by the copy. c. Identify subject of the ad. d. Show the product actually being used. e. Qualify readers by stopping legitimate prospects. f. Help convince the reader of the truth of copy claims. g. Arouse the reader's interest in the headline. h. Emphasize the product's unique features. i. Create a favorable impression of product or advertiser. j. Provide continuity for the campaign by using a unified visual technique in each ad.

7. Determining the Chief Focus for Visuals (pp. 411, 415). a. The package containing the product. b. The product alone. c. The product in use. d. How to use the product. e. Product features. f. Comparison of products. g. User benefit. h. Humor. i. Testimonial. Negative appeal.

8. Assignment for 16 End of lecture on lay-outing Choose a print ad lay-out, and redesign the ad by playing with the existing elements and visuals. Prepare 2 lay-out studies (could be vertical or horizontal) Submit and present rough drafts to show the transition of ideas from thumbnail to draft to final layout.