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Ad Elements

Ad Elements. Chapters 7-8-9-10-11. Objectives:. Upon completion of this class and the assignments, you will be able to: Identify key elements of an ad Recall the materials required to layout a print ad Select the type of illustration (if any) best suited to the ad

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Ad Elements

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  1. Ad Elements Chapters 7-8-9-10-11

  2. Objectives: • Upon completion of this class and the assignments, you will be able to: • Identify key elements of an ad • Recall the materials required to layout a print ad • Select the type of illustration (if any) best suited to the ad • Differentiate between various formats or organizations of ad elements (Layouts) • Correctly select type faces for your ad elements

  3. Key Elements of an Advertisement • Illustration • Typography • White space and color • Price • Slogans/Tag Lines • Eyebrows, subheads, and captions • Logotypes (logos) i.e. Icon

  4. Tools of The Trade • Drawing board • T-Square • Markers • Spray mount • X-Acto knives • Straight edge • Bezier curves/compass/triangle, etc • Press Type • Pencils • Poster board

  5. Illustrations • Thematic related to the selling message • Well composed/effectively positioned • Eye candy/reward for looking • Photos or drawing • Stock photos • Illustrators/photographers – go with the pros

  6. Using Symbolism in Illustrations • Hot as hell • Limber as a cat • Slippery as an eel • Splitting headache • Low as a snake

  7. Layouts • Thumbnails • Marker Roughs • Comps • Photo Comps and key lines • Silver prints • Proofs

  8. Formats • Single items • Multiple items • The rule of thirds • Dynamic versus static layouts

  9. Choosing the illustrative Options • Product alone • Product in a setting • Product in use • And, showing the product benefit

  10. Typography • Serif and San Serif • Limit number of type faces (Two/Three Max) • Captions or cut lines under pictures • Caps vs. Upper and Lower Headlines • Body copy 10 point minimum • Break up long copy • Pros and cons of reversed out type • Add extra line space (leading) • Avoid “widows”

  11. Summary: • Having completed this class and the assignments, you are able to: • Identify key elements of an ad • Recall the materials required to layout a print ad • Select the type of illustration (if any) best suited to the ad • Differentiate between various formats or organizations of ad elements (Layouts) • Correctly select type faces for your ad elements

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