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Developing Print Advertisements

Developing Print Advertisements. Introduction to Business & Marketing. Objectives. Identify key elements of print advertisements. Analyze the purpose and creation of a headline. Understand the selection of illustrations. Develop an effective print advertisement.

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Developing Print Advertisements

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  1. Developing Print Advertisements Introduction to Business & Marketing

  2. Objectives • Identify key elements of print advertisements. • Analyze the purpose and creation of a headline. • Understand the selection of illustrations. • Develop an effective print advertisement.

  3. Elements of Print Advertisements

  4. Headline • Headlines: get the readers’ attention, arouse interest by providing a benefit, and lead to the rest of the ad • Effective headlines select an audience • Headlines should be contained to seven words or less • Usually set in larger type apart from the rest of the ad • Must have a clear focus or main idea • More than 80 percent of the people who look at print advertisements just read the headlines

  5. Headline Techniques • Alliteration: repeating initial consonant sounds • Paradox: a seemingly contradictory statement that could be true • Rhyme: “The Quicker Picker-Upper!” • Pun: humorous use of words that suggest two or more of its meanings • Play on words: “For soft babies and baby soft hands”

  6. Slogan • Catch phrase or small group of words that are combined in a special way to represent a product or company • Creates a distinct image for the company, its products, or its corporate mission

  7. Copy Copy is the selling message in a written advertisement. • Expands on the information in the headline or theproduct shown in an illustration. • Should stress the benefits and features of the productadvertised. SELLING THE MESSAGE

  8. Good Advertising Copy Should… • Be simple and direct • Appeal to the senses • Explain the “who, what, where, when, why, and how” of the product • Provide a call to action

  9. Example Print Advertisement • Headline • Zero to sixty in 70% fewer emissions. • Copy • It gives you more power, while giving nature fewer smog-forming emissions than the average new vehicle…

  10. Illustration Usually a photograph, drawing, clip art, graph or chart • Primary function is to attract attention • Should show the product or how the product works • Should tie into the headline and/or copy

  11. Illustration Example

  12. Illustration Example

  13. Types of Illustrations • Product itself • Product’s features • Product in use

  14. Identification Distinctive symbol associated with a business • Name of business • Logo • Slogan

  15. Identification Headline Illustration Copy

  16. Identification Headline Illustration Copy

  17. Print Ad Assignment • You will work in pairs of two. • I will hand out the “Create Your Own Advertisement” assignment. Read your directions carefully. • You have the remainder of the class period to work on this with your partner. You may create your print ad on the computer or by hand – choose whichever is more comfortable for you! • Your advertisement should be creative, visually appealing, and should clearly demonstrate the time and effort you put into it.

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