Overview of advertising design, intro to marketing for graphic designers

1. Advertising Design
Parts and Design of a Print Advertisement – Introduction to Advertising Design

2. What is an Ad?
An Advertisement is intended to
▪ Promote product awareness
▪ Create a sense of curiosity – make the customer want to try the product
▪ Encourage customers to make an initial purchase of a new product
▪ Represent a brand clearly. Using both textual and visual cues, the brand’s name,
logo and generally the product itself should be represented in an ad.
▪ Create a storyline. The best ads don’t just sell a product or service; they tell a
story. Whether it is a heartfelt story, or a dose of humor or satire, create a
storyline with which your audience can relate and connect.

3. Glossary of Terms
▪ Advertising: A tool used to get people's attention and to get people to do, buy, or
believe something.
▪ Consumer: Someone who buys and uses products and services.
▪ Logo: A symbol or graphic design that identifies a product or company. Over time,
a logo can become an association ad, if the company does a good job of linking
its name or logo to a value, such as "quality," or "good value for the money."
▪ Slogans or taglines: Short phrases, repeated in ads that say something the
advertiser wants consumers to remember.
▪ Target audience: A group of people to whom advertising is directed. The process
of creating an ad to appeal to a target audience, and of placing it in a location
where the target is likely to see it, is called targeting.

4. A Print Advertisement Will Contain All of the Following:
1. HEADLINE
A headline should:
▪ Attract attention
▪ Target a specific audience
▪ Arouse interest, set the tone using action words
▪ Offer a solution or benefit (claim)

5. A Print Advertisement Will Contain All of the Following:
2. VISUAL (Illustration) Any drawing, photograph, illustration,
chart, or other graphic that is designed to attract and affect the
audience in some purposeful way. Your illustrations should
▪ Be visually demanding – Graphic
▪ Attract attention
▪ Control eye movement
▪ Give the product credibility

6. A Print Advertisement Will Contain All of the Following:
3. SLOGAN: A catchphrase that evokes some kind of feeling
about the company and the product.
▪ The idea is to create a memorable phrase that will sum up the tone
of a brand or product, or to reinforce the audience's memory of a
product.
▪ A slogans should be motivating and empowering.

7. A Print Advertisement Will Contain All of the Following:
4. COPY The copy supports the headline and generates interest.
It can be used to emphasize customer benefits, or highlight what
makes you different from the competition. Copy should always:
▪ Be honest and believable
▪ Support claims with facts or reasons
▪ Give the reader confidence in the product or the service
▪ Get the reader involved

8. A Print Advertisement Will Contain All of the Following:
5. SIGNATURES this section includes the company logo and
contact information such as a company website.
▪ Not all ads will have contact information on them.

9. Parts of a Print Ad

10. Think Small for Volkswagen art directed by Helmut Krone. The copy for Think Small was
written by Julian Koenig at the Doyle Dane Bernbach (DDB) agency in 1959.
• Headline
• Visual
• Copy
• Signature

11. Advertising Techniques

12. Techniques Used in Advertising to Create Interest
▪ Association: Referring to popular values or showing popular images in an
ad, so that consumers will transfer their good feelings about the image or
value to the advertised product. Values that may appear in association ads
include: popularity, beauty, family, patriotism, wealth, physical fitness, the
outdoors, and fun
▪ Call to action: The part of the ad that tells consumers what to do. A call to
action can be express ("come today!") or implied ("Open until 10 pm").
▪ Claim: Information about how a product or service works, what it contains, or
what benefits it provides. Examples include statements that a pill will cause
you to lose 30 pounds, or that a product is environmentally friendly.

13. ▪ Fear appeal: Showing a product or service as a solution for something
people worry about, like bad breath, or acne, or body order
▪ Game Advertising: Presenting a commercial in the form of a game, to let
consumers spend time with a product and become more knowledgeable –
and more loyal – to it. Game advertising can be in many places, including on
packaging and websites.
▪ Humor: Making consumers laugh to catch their attention and make an ad
more memorable.
▪ Hype: Using words like greatest, fastest, best ever, amazing and incredible
to get consumers excited about a product.
▪ Must-have: The technique of portraying a product or services as something
that consumers must have to be happy, popular, or satisfied.

14. ▪ Prizes, sweepstakes, and gifts: Offering the chance to win a prize or a gift
to make consumers more interested in a product. Consumers who see a
promotion for a prize or gift should keep in mind that the advertiser's cost for
a prize, or to run a sweepstakes, is included in the sale price.
▪ Repetition: The technique of repeating a message or idea so consumers
are more likely to remember it.
▪ Sales and price references: The technique of suggesting that the price is
low, or lower than usual, to increase consumer interest. Examples include
percent off sales, use of descriptors such as "low," and "buy one, get one
free" promotions.
▪ Sense appeal: The technique of using images and sounds to appeal to one
or more of the five senses. For example, an advertiser might use the sounds
and images of a hamburger on a grill. Advertisers carefully choose the best
images and sounds to put in their ads.

15. ▪ Repetition: The technique of repeating a message or idea so consumers
are more likely to remember it.
▪ Sales and price references: The technique of suggesting that the price is
low, or lower than usual, to increase consumer interest. Examples include
percent off sales, use of descriptors such as "low," and "buy one, get one
free" promotions.
▪ Sense appeal: The technique of using images and sounds to appeal to one
or more of the five senses. For example, an advertiser might use the sounds
and images of a hamburger on a grill. Advertisers carefully choose the best
images and sounds to put in their ads.
▪ Special or scientific ingredients: The technique of giving a product or one
of its ingredients a special name that suggests that it must be new and
effective.
▪ Testimonials and endorsements: When a celebrity, person, or expert talks
about his or her own experience with a product. Celebrities who appear in
ads have usually been paid for their appearance.

16. Examples from History

20. Old and New Layouts

26. Advertising Layouts

27. Design Strategies for Advertising Layouts
1. Ogilvy Layout: Research indicates that readers typically look at Visual, Headline, Copy,
and Signature (Advertisers name, contact information) in that order. Following this basic
arrangement in an ad is called the Ogilvy layout after advertising expert David Ogilvy who
used this layout formula for some of his most successful ads.
2. Z Layout: Mentally impose the letter Z or a backwards S on the page. Place important items
or those you want the reader to see first along the top of the Z. The eye normally follows the
path of the Z, so place your "call to action" at the end of the Z.
3. Headline layout: This layout features a very strong, creative headline. Although there may
be a picture present, the focus is on the headline, which takes up the majority of space.

28. Design Strategies for Advertising Layouts
4. Single Visual Layout: Although it is possible to use multiple illustrations in a
single advertisement, one of the simplest and perhaps most powerful layouts
uses one strong visual combined with a strong (usually short) headline plus
optional additional text.
5. Illustrated Layout: Use photos or other illustrations in an ad to: show the
product in use; show the results of using the product or service; illustrate
complicated concepts or technical issues; grab attention through humor, size,
and dramatic content.

29. Design Strategies for Advertising Layouts
6. Top Heavy Layout: Lead the reader's eye by placing the image in the upper half
to two-thirds of the space or on the left side of the space, with a strong headline
before or after the visual, and then the supporting text.
7. Upside Down Layout: If an ad is well-designed, it will look just as good upside
down. So, turn it upside down, hold it out at arm's length, and see if the
arrangement looks good. This does not mean that the ad should appear upside
down in a magazine! All the previous layouts discusses can be “upside down
layouts” if they were designed well.

30. Thank you!