Beruflich Dokumente
Kultur Dokumente
Positive Negative
Desire to Desire to
be be Fear
different conform
Moral Appeal
Headline
Direct Promise of benefits
Body copy
News about the product Visualization
Curiosity or provocative
Layout
Thumbnail sketches
Slogan Symbol
Elements
of a Typical
Ad
Headlines
Attract
Attract Only
Only Those
Those Who
Who Are
Are Prospects
Prospects
Work
Work in
in Conjunction
Conjunction With
With the
the Visual
Visual to
to
Headline
Headlineis is Stop
Stop and
and Grab
Grab the
the Readers
Readers Attention
Attention
The
TheMost
Most
Important
Important
Display
Display Involve
Involve the
the Reader
Reader
Element
Element andand
Should:
Should:
Include
Include the
the Selling
Selling Premise
Premise
Lead
Lead Readers
Readers Into
Into the
the Body
Body Copy;
Copy;
20%
20% Who
Who Read
Read Headlines
Headlines to to go
go Copy
Copy
Types of Headlines
Assertion
Assertion
Puzzles
Command
Command
Associations
How-to
How-to
Statements
Statements
News
News
Announcements
Announcements
Other Display Copy
Captions (copy under illustrations) have the
second highest priority in copy.
Copywriters also craft subheads that
continue to help lure the reader into the body
copy.
Taglines, which are short catchy phrases, are
particularly memorable phrases used at the
end of an ad to complete or wrap up the idea.
Slogans, which are repeated from ad to ad as
part of a campaign, also may be used as
taglines.
Designing for Print
First responsibility of the art director is to choose
visual elements used in ad or commercial to
produce a layout.
Plan that imposes an orderly arrangement that is
aesthetically pleasing.
Map, the art directors blueprint.
Communication tool for others so that the idea can be
discussed and revised.
Many ways to lay out an ad; different ways create
different feelings about the product.
Layout (Handout)
The General Steps in a Layout Are:
Thumbnail Sketches
Preliminary Sketches
Rough Layouts
Ads Done to Size Without Attention to Looks
Semicomps
Layout Drawn to Size, Used for Presentations
Comprehensives
Art is Finished, Designed to Impress Audience
Mechanical
Largely Computer Based and Generated to Guide
Color Separations
L
Comparison
Elements US ads Indian Ads
Headlines 20% 84%
Subhead 13% 53%
Bodycopy 19% 72%
Image 100% 100%
Tagline/Baseline/ Logo 100% 100%
Speech acts
Speech acts US ads Indian Ads
Expressive 98 68
Directive 91 71
Poetic 14
59
Image of women
Iconic Image of Women US ads Indian Ads
Women as Sex Objects 19 13
Women in stereotypical role 9 24