Advertising Exam 2, Ch. 9 Flashcards
Layout
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
Visual vs. verbal
Shift from heavy reliance on copy, greater emphasis on visual, elements must work together
Visual=broad image
Copy=main point
Illustration Tasks
Attention for the headline, convey brought ideas, feeling and emotion, tell a story
Illustration contents
- Product alone
- product in use
- creation of image/mood
- charts, tables, GRAPHS
- dramatization of product features
Design elements
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)
Types of layout
Picture window (standard), poster, copy heavy
Picture Window Layout (standard)
-illustration
-headline
-body copy
•extensive copy
•large illustration
Poster Layout
- bold visual
- creates mood, image, feeling
- limited copy
Copy Heavy Layout
- extensive copy
- little or no visual support
- serious and involving topics