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Design and Production

Design and Production. Lecture 25. Recap. How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment. Chapter Outline. Chapter Key Points Visual Communication Print Art Direction Print Production Television Art Direction

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Design and Production

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  1. Design and Production Lecture 25

  2. Recap • How to Write Radio Copy • How to Write Television Copy • Writing for the Web • Copywriting in a Global Environment

  3. Chapter Outline • Chapter Key Points • Visual Communication • Print Art Direction • Print Production • Television Art Direction • Broadcast Production • Effective Web Design

  4. Key Points • Explain how visual impact is created in advertising • List the principles of layout and explain how design is affected by media requirements • Describe how art and color are reproduced • Explain how the art director creates TV commercials • Identify the critical steps in planning and producing broadcast commercials • Summarize the techniques of Web design

  5. Visual Communication • Six key reasons for the effective use of visuals in advertising • Grab attention • Stick in memory • Cement belief • Tell interesting stories • Communicate quickly • Anchor associations

  6. Visual impact A picture in a print ad captures more than twice as many readers as a headline does Initial attention is more likely to turn into sustained interest The art director In charge of the visual look of the message Most difficult challenge is transforming a concept into words and pictures Visual Communication

  7. Illustrations and Photos Photos The authenticity of photography makes it powerful Illustrations Illustrations eliminate many details of a photo Color Attracts attention Provides realism Establishes moods Builds brand identity Spot color Print Art Direction

  8. The appearance of the ad’s printed matter in terms of the style and size of typefaces Fonts Basic set of letters in a particular typeface Serif Sans serif Justification Justified type Flush right Flush left Unjustified type Ragged right Ragged left Typography

  9. Type Measurement Points Smallest system of measurement units Picas Bigger unit of measurement Legibility How easy it is to perceive the letters Reverse type, all capitals, and surprinting all hinder the reading process Typography

  10. Layout A plan that imposes order and creates an arrangement that is aesthetically pleasing Common Ad Layouts Picture window All art Panel or grid Dominant type or all copy Circus Nonlinear Grunge Layout and Design

  11. Design has both functional and aesthetic needs Makes the message easy to perceive Makes it attractive and pleasing to the eye Common Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify, simplify, simplify Design Principles

  12. Layout Stages • Thumbnail sketches • Rough layouts • Semicomps and comprehensives • Mechanicals

  13. Summary • Chapter Key Points • Visual Communication • Print Art Direction

  14. Reference • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.

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