Advertising Exam 2, Ch. 9

Question 1

Layout

Answer 1

Orderly arrangement of all the copy elements and artwork

-headlines and illustrations are the most likely elements of a print ad to stop the reader and grab their attention

Question 2

Visual vs. verbal

Answer 2

Shift from heavy reliance on copy, greater emphasis on visual, elements must work together

Visual=broad image
Copy=main point

Question 3

Illustration Tasks

Answer 3

Attention for the headline, convey brought ideas, feeling and emotion, tell a story

Question 4

Illustration contents

Answer 4

• Product alone
• product in use
• creation of image/mood
• charts, tables, GRAPHS
• dramatization of product features

Question 5

Design elements

Answer 5

Balance (aesthetically pleasing), focal point (single element that draws the reader into the ad), has both copy and visual, eye movement (manner in which eyes read ad—upper left to lower right), gaze motion (created by layout that purposely breaks natural eye movement), unity (extent to which all elements of ad tie together)

Question 6

Types of layout

Answer 6

Picture window (standard), poster, copy heavy

Question 7

Picture Window Layout (standard)

Answer 7

-illustration
-headline
-body copy
•extensive copy
•large illustration

Question 8

Poster Layout

Answer 8

• bold visual
• creates mood, image, feeling
• limited copy

Question 9

Copy Heavy Layout

Answer 9

• extensive copy
• little or no visual support
• serious and involving topics