Week 7 / Lecture 7- Design and Production

Slide 2
Key Ideas:

Advertising: Visual Communication

 Layouts
 Visuals
 Composition
Elements of Print Advertising
 Copy
 Slogan
 Identification mark
Types of production

 Print Production
 Broadcast Production
 Web advertising production
Slide 3
Introduction

Designers battle to captivate and connect with the consumer both at the
aesthetic and emotional level. A perfect combination of visuals and language render
visual supremacy in the most competitive world of advertising. Visual images can
stimulate the emotions and create a link between the audience and product. The
message is quickly conveyed and sticks in the memory for longer period of time through
visual communication forms such as graphic design, colors, signs, symbols, illustration,
typography etc. A combination of visual images, pictures and text for advertisement is
called as advertising design. The stages of advertising design are

Slide 4
Stages Of Advertising Design

a) Identification of Target market

Designing begins with the knowledge about the target market. It helps to choose the
right format of layout and visual elements and design for an effective advertisement.
b) Brainstorming Ideas
Once the target is identified, it is followed by the development of ideas and concepts.
A popular technique that is used in idea formation is brainstorming session where
the various elements of advertisement such as theme, images, copy are determined.
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c) Advertising Design
The third stage in the process of advertising design is the designing of the first draft of
layout and composition. It includes the right choice of text, appropriate image, choice of
colours, positioning of Text, right amount of white space, typography, and balance of
elements along with call for actions, call outs. Generally at this level, more than one
design is created to make a better choice.
Slide 5
Functions of Visuals in Advertising
Creative concepts are expressed effectively through visuals.
 Grabs the Attention
 Helps to Sticks in the memory
 Makes the audience to believe
 Indulge in interesting visual stories
 Instant communication
 Helps to link the product with visual associations
Slide 6
Design Elements
The three major types of design elements are
 Layouts
 Visuals
 Composition
Slide 7 - Image of parts of an Advertisement

Slide 8
Layout Formats
Graphic design is the process of managing the visual elements. Layout is the blue print
of design where the elements such as headline, subheads, body copy, slogan, and logo
are arranged in an order. According to Sandra Moriarity et al “Layout is a plan that
imposes order and how the content is placed and how these elements relate to each
other to make advertising aesthetically appealing.” There are different types of layouts
and each layout has unique and significance way of conveying meanings.

The following are some of the common types of advertising layouts

1. Picture Window Format (poster style format)
It is a most frequently used layout format developed by David Ogilvy. Image is the
dominant visual element that occupies 60 – 70% space of the advertisement. Headline
is the second dominant element placed next to the image. Body copy is very less. Logo
is generally placed at the bottom.

2. Big Type
The page is dominated by the text and the headline becomes the primary Visual
element. Type dominates the page and image becomes the secondary element.
Slide 9
3. Grid or Panel

A grid is used to position different elements within a single design. This layout format
uses many visual elements with appropriate size and proportions. The grid will be
invisible, only the structure will be visible to the readers. Grid is used when a large
amount of information should be placed in an ad. Grid system is ideal for Newspapers
and web designing. Grid is of the following types.
 Straight grid – symmetrical, elements are spaced and placed evenly according to
visual hierarchy.
 Single (minimal, clean design)and multiple column grid (used for heavy text ads)
4. Circus
Many elements are arranged in the ad design deliberately to create a busy environment
but it does not clutter. Circus layout has a grid but forces the viewer to see the entire
page. It is generally used by retailers and discount store ads.
5. Non-Linear layout
It is a contemporary type of layout used to attract young audience. The visual elements
are arranged in a novel way that the image can be read from any point. Text is
intermixed with images.
Slide 10
Visuals in Advertisements
A combination of lines, shapes and colours provide kinds of visual information to the
audience. The pictures such as drawings (cartoons, sketches), paintings, models,
photographs of products combine reality and fantasy. They are capable of capturing and
conveying to our eyes the distinct features for our brain to decode it.

Visuals stimulate curiosity, draw attention, elicit emotions, demonstrate the features and
advantages of a product, establish a personality for a product, associate the product
with certain symbols and lifestyles, and anchor the brand identity in the minds of the
target audience.Research indicates that 70% of readers only look at the visual in an ad,
whereas only 30% will read the headline.

Slide 11

Elements of Print Advertising

Print media is one of the oldest and popular traditional media that has been reigning the
advertising world for decades. Some of the most dominating print media are
newspapers, magazines, brochures, outdoor advertising tools such as posters,
billboards etc. The traditional media are also evolving with latest technology and more
of them are also available in on-line forms also. The life of messages of print media is
longer than broadcast media and it also provides more information.
Copy
Copy refers to the written material of copy writers to persuade the target audience.
Typography refers to the appearance of printed matter.
a. Header or Headline
It is the Title that draws attention and informs the reader about the content of the copy.
It is the most dominating visual element in print ads.
b. Body copy
The text that includes highlights of the features, key benefits and supporting facts of a
product. The ideas are highlighted quickly through the use of subheads and numbered
or bulleted lists.
Slogan
Advertising slogans are catchy and short phrases used in advertising campaigns to
persuade the consumers to buy certain products and services. It is also called the
theme line of the product. Slogans become the standard statement of a company. Over
the years there have been hundreds of slogans. Some slogans are more successful
than the others. Some of the famous advertising slogans of the past and present are
remembered. Some of the famous slogans are.

“Finger-lickin’ good”-KFC,

“Your potential. Our passion”-Microsoft

“Connecting people” – Nokia

“Just do it” - Nike

Identification mark
Logo:
Common mark or logo that indicates the origin of goods from an advertiser and it is the
logo that helps to build a brand image and identify the company. A logo is the ideogram
or the graphic design with distinct typography and colour.
Logo is an important visual element that helps the customers to quickly identify the
brand name and build brand image. It establishes a visual identity for the company It is
a symbol that may have name/initials of the manufacturer. The logos of international
companies like Apple, Samsung, Toyota, Coco Cola are instantly recognized by the
public.
Product Mark
Trademarks are Identification marks that can be registered. It is related to the
goods that are identified and purchased from a sales point. Product marks are
also called as brand name.
Signatures: Special designs denoting the product name or brand name. It helps to
recognize the brand and also give individuality to the product.
Slide 12

Tagline
Tag line is a memorable phrase that tries to reinforce the viewers about the product.
They are also called as end lines or baselines.
Callouts
Call outs are short string of text that floats in the advertisement to point out the special
features of a product in the layout.
Call for Actions
Call for action refers to the telephone help lines.

Slide 13
Types of Ad Production
Print Production
Print advertisements are the manipulation of images and typography in a layout creating
an aesthetic and pleasing arrangement of visual elements.
Stages of Layout
The development of print advertisements involves a series of stages.
a) Thumbnail Sketches: simple, preliminary, miniature sketches of the layout.
b) Rough Layouts: In this stage the placement of different visual elements is
determined. It is also treated as the pre-final product.
c) Semi comps or Semi comprehensives: layout is more or less finalized other
than colour, type, and tagline.
d) Comprehensives: It is the blue print of page layout. It facilitates the designer as
well as the client to have a clear idea about the advertisement.
Typography
Typefaces have distinct personalities and communicate different moods and images.
Based on the thickness of the strokes, presence or absence of serifs there are three
broad categories of types. The most popular category is “Roman”. Sans serif has no
small lines crossing the ends of the main strokes and results in a black-lettered look and
so it is considered as a popular choice for headlines because of the boldness but it can
be monotonous. A third category is miscellaneous with some common groups such as
Old English. It is an elaborate overlapping stroke that can be difficult to read.
Slide 14
Mechanical techniques of print production
The special printing effects used by art directors to enhance the advertisements and
other printing materials such as brochures in the actual size of a product. Some of the
other mechanical techniques are:
Die-cutting
In this technique a sharp edged stamp is used to cut out unusual shapes in making
labels, stickers etc..
Embossing
Application of pressure on a print media to create a design or pattern to create a relief
or a raised surface is called embossing. It gives an aesthetic appeal.
Foil Stamping
It is the application of a thin metallic coating (copper, silver or gold) on to a surface of an
image in a paper.
Tip-Ins
It is a preprinted ad or inserts of an advertiser attached with newspapers, magazines
and journals. It can also be a scratch and sniff or scented strips which give away
fragrance when pulled apart.

Slide 15
Broadcast Production
Key Players in Broadcast production
Retail commercials are simple and comparatively inexpensive as it is filmed at local
station. However, commercials produced for national TV involves a large number of
crew members with specialized skills. It is categorized into

 Pre-production: activities before shooting the ad. It includes the choice of right
director, production or animation house, location, casts, props, costumes etc..
 Production: All activities involved during the shooting.(recording actions, music,
voices and sound effects)
 Post Production: activities such as editing, special effects. Audio track is mixed,
audio and video are synchronized, presenting the final tape for client’s approval.
.
Techniques used in Broadcast Production
Typical films are shot in 35-mm film or videotape and it is digitized.
Animation: Animation technique relies on illusion. Images are drawn and recorded
frame by frame.
Stop Motion: Technique used to film inanimate objects by manipulating it. Stop motion
can be a puppetoon (using puppets), clay animation (clay is used) etc.
3-D Animation: it is digitally modeled and manipulated by the animator.
3-D Filming:
It is a type of film production which creates an illusion of depth using motion picture
camera and projection hardware. Special glasses are needed by viewers.
The broadcast media of radio and television has become an integral part of our daily
life. The complexity of broadcast production

Slide 16
Radio as an advertising medium
Writing for radio is called as script that usually has two column lists.
Left column: names of the speakers, descriptions of sound effects (sfx) along with
music.
Right column: dialogue( audio)
Radio as an advertising medium is comparatively less complex in terms of cost and time
of production. An average production time of an advertisement for radio is 2 – 4 weeks:

Slide 17

Television as advertising medium

Television has a unique history in the world of advertising as its role as advertising
medium began with the first day when it was introduced at New York World’s Fair in
1939.Tv is an advantageous medium that can reach a mass audience and provides an
opportunity to combine visual images, sound, motion and color. It is characterized by
creativity, flexibility and selectivity and gives a strong impact on the viewers.The
advantages of TV as an advertising medium are;

 An excellent medium for demonstrating a product or service by conveying the

mood and develop emotional or entertaining appeal through strong audio-visual
impact.
 Best medium to reach large audience irrespective of age, income, gender,
education in a cost effective manner. Companies like Toyota, Ford, PepsiCo, and
Unilever spend nearly two thirds of their media budgets on various forms of TV
Network.
 Repetition and continuous exposure to catchy slogans and Jingles captures the
attention of the viewers.
 The variations in the composition of audience due to program content, broadcast
time, geographic coverage refines the coverage of audience of specific interest
such as sports, music, arts, history. This in turn helps to target specific audience.

Slide 18
Web Advertising Production:
Web designing aims at creating ads for the websites and provides an opportunity to use
motion, animation and interactive navigation. The layout guidelines of webpages are the
same as that of posters.
Characteristics of web advertising:

 Eye catching graphics.

 Less downloading time.
 Simple typography.
 Use animation and interactive navigation.
 Can combine various visual elements and design styles of different media such
as print media, still photography, film, animation, sound and games.
 Combine interactive navigation, online radio, live streaming video and 360
degree camera make the creation of ads more complex.
 Navigation paths and animation are created with the help of Software programs
such as Flash, Silverlight, Director, Blender, Toon boom Digital Pro, 3D Studio
Max, Maya, Swift 3D and so on. The ads created are edited using nonlinear
editing tools such as Premier, FinalCut, AfterEffects.

References

 William F. Arens, David H. Schaefer, Michael Weigold (2009), Essentials of

Contemporary Advertising, Second Edition, Mc Graw-Hill/Irwin, New York.
 Sandra Moriarty, Nancy Mitchell, William Wells (2012) Advertising and IMC
Principles and Practice, 9th Edition, Pearson Education Ltd., England.
 Paul Messaris (1997), Visual Persuasion, The Role of Images in Advertising,
SAGE Publications, Inc. California.
 Lakshmi Bhaskaran, What is Publication Design?, Essential Design
Handbooks (2006), Rotovision SA, Switzerland.
 Judith Williamson, Decoding Advertisements, Ideology and Meaning in
Advertising (2002), Marion Publishers, New York.