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Outline

Outline. Ad design (constructive elements) Images – anchorage Colours People Language. Ad construction. HEADLINE - draws attention, incites to reading + well targeted ATTENTION. ask a question s hort, snappy and

bradley-sheppard
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Outline

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  1. Outline • Ad design (constructive elements) • Images – anchorage • Colours • People • Language

  2. Ad construction

  3. HEADLINE - draws attention, incites to reading + well targeted ATTENTION ask a question short, snappy and 2. must affect the reader emotionally, either by making them laugh, makingthem angry, making them curious or making them think !!! avoid a headline longerthan fifteen words. People just don’t read as much as they used to.

  4. BODY COPY Stimulates interest, explains: draws attention to the benefits of the product rather than focusing solely on the features. "what's in it for me?" easy to understand, honest

  5. Position beneath the headline - createa visual continuity Subheads : If you have lots of copy, break it up with interesting subheads This will make your ad more inviting, more organized,and more easily to read

  6. SLOGAN Motto – encapsulates – remember Short slogans and jingles - designed to be easily remembered and repeated Ads have a limited "life" (six months or so) but a long after-life ? Brainstorming: recalling slogans

  7. Do you know their slogans? • Nokia • Coca-cola • Nike • Tesco • Volkswagen

  8. MODE – Choice between 3 means of communication: MUSIC, PICTURES, LANGUAGE Visuals imply: they implicitly suggest much more than words explicitly say. IMAGES do not require a lot of thinking the brain likes colour stimulate the senses

  9. Text and image in print ads Text = headline, copy, slogan, company/product name Text provides: 1. information about the product 2. anchorage for the Image (R. Barthes)

  10. i.e. There could be many ways to interpret the Image • What meaning does this underlying image have?

  11. The text = extra information that guides the reader to a particular interpretation of the whole, and thereby a particular interpretation of the image

  12. Mutual funds

  13. Product / brand will narrow down the Interpretations What is the product? the potential interpretations

  14. Image • The Image may or may not feature a representation of the product, • and the product may or may not be "in use" (beer in a glass as opposed to a bottle of beer)

  15. more than just one scene"before-after" type of advertisement Suffering from allergy Alleviated symptoms

  16. COLOURS • are more than aesthetic decisions • affect (and reflect): • a person's mood or emotions, • current style trends and • cultural beliefs and symbols

  17. Fear ads • Examine: people, colours, approach, devices

  18. ”before" advertisements: generally darker, using shades of black and white, green and brown; • "after" advertisements: bright colors such as red, orange and yellow

  19. darker advertisements try to convey a problematic, sad or negative situation • brighter advertisements show the happiness and cheer that can be achieved once the problem has been solved.

  20. People • people create a relationship between the image and its viewer • angle • the size of frame, advertisements can even suggest the type of relationship between viewer and image • direction of a person's gaze

  21. Angle = direction and height from which the scene is taken Eye-level = factual (2) Looking down = viewer is more important, detachment (6) Looking up = the subject’s importance (4)

  22. Close-up head and shoulders vs Extreme close-up

  23. Medium/Long shot – full figure

  24. Sizes in frame correspond to the varying levels of social distance(Kress and van Leeuwen) • the closer you are to a person, the less you can see of their full body • close-up suggests personal interaction • medium or long shot -distant relationship between viewer and viewed

  25. Gaze • Demand: participants are looking directly at the camera (and therefore, the reader): YOU

  26. Offerparticipants have an indirect gaze address the reader indirectly = the viewer is not object, but subject of the look

  27. Statistics • People in fear advertisements: more averted gazes in "before" advertisements and direct gazes in "after advertisements. • averted gazes are linked to insecurity and low self-esteem; • the high number of averted gazes in "before" advertisements reinforces the negativity of the situation. (not demand and offer!) • Direct gaze: You can share my happiness if you use this product."

  28. Layout HORIZONTAL AXIS Left Right Given New • Elements placed to the left of the page's vertical axis are presented as "given" pieces of information, or things that the viewer already knows; "new" elements on the right are not yet known or agreed upon.

  29. GIVEN: People suffer from allergies.  = PROBLEM NEW: Using Allegra will alleviate your allergy symptoms. = SOLUTION

  30. NEW: Secret deodorant will give you the confidence to wear it. GIVEN: The average woman owns a sleeveless black dress, much like the one seen here

  31. Vertical axis TOP= IDEAL appeal to the viewer's emotions, expressing "what might be." BOTTOM: REAL informative appeal, showing "what is."

  32. Reversed pattern: IDEAL

  33. MUSIC Language message: Subaru – Dust in the wind Memory retention of a commercial jingle is 10 times faster than that of an all-talking ad What does the music connote: Coca Cola Hp

  34. Sound - creates what is called "the theatre of the mind.": conjure in the listener's mind images and actions that don't necessarily existTrust, comfort:What does it advertise? (Come home – click before end) create the background conveys message (lyrically) contribute to memorability help in forming brand identity – people associate different sounds with different brands: jingles (Always CocaCola)

  35. LANGUAGE Words can obviously make people react: mother, patriotism, truth, God, Allah, vomit, dentist ?? Dog

  36. Most common words in a-ing are positive • top five adjectives in female clothing advertisements: NEW GOOD SOFT WARM FREE

  37. Case study: Alcohol advertisements

  38. Repetition is the golden rule of advertising - comfortable with the familiar(favorite songs repeated, cans One-shot ads seldom work. Research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember an ad. Run your ad several dozen times to make an impact

  39. Repetitive language rather than informativeness • Code play (i.e. playing with the language: alliteration, rhyme, rhythm, etc.)

  40. Alliteration = repetition of the same sounds at the beginning of words or in stressed syllables

  41. assonance • repetition of identical or similar vowel sounds in neighboring words. Adjective: assonant. Slogan for president Eisenhower campaign (1952)

  42. Dangling Comparative "Our toothpaste tastes better." The comparison is never finished except in the minds of the audience.

  43. Puffery = Exaggeration, Vagueness

  44. Rhyme, proverbs help memory alteration of proverbs: Thirst come, thirst served Slogans with proverbial structure: Buy now, pay later! Get more, worry less! Work smarter, not harder

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