Design and Production
Part 4: Effective Advertising
Messages
Chapter 14
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1
Key Points
 Explain how visual impact is created in
advertising
 List the principles of layout and explain how
design is affected by media requirements
 Describe how art and color are reproduced
 Explain how the art director creates TV
commercials
 Identify the critical steps in planning and
producing broadcast commercials
 Summarize the techniques of Web design
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Introduction to Advertising
CA2004
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
3
Outline
What & Why Visual Communication?
Visual Elements of Print Media
Art Direction for Print ad
Art Direction for TVC
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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I. Functions of Visual
Visual impact
A picture in a print ad captures more than
twice as many readers as a headline
does
Initial attention is more likely to turn into
sustained interest
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Visual Communication

Six key reasons for the effective use of visuals in
advertising
1.
2.
3.
4.
5.
6.
Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Print Art Direction
Print ad tools kits or visual elements
 ART: Photos, Illustrations, Clip art
 Colors
 Typography
Art Director:
- visual look
- Transfer the
conceptpicture+word
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Visual Elements: Art
Art:
- Photos
 The authenticity of photography makes it
powerful
 Realistic, Creditability pic. 1-2
- Illustrations
 Illustrations eliminate many details of a photo
 Fanciful, Abstract
- Clip art: collections of copyright-free art pic.3-4
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Visual Elements: colors
Color
Attention: ads w/ color gain more attention e.g.
black & white VS color
-Realism:color adds realism e.g. flowers, food
-Mood: color is powerful at establishing mood
*
- warm,
- happiness
cool,calm,sophisticated
- Brand association/brand identity e.g.
Bay, Heineken, Axe
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Visual Elements : Typography
Typography :
The appearance of the ad’s printed matter in terms of the
style and size of typefaces
Fonts
• Basic set of letters
in a particular typeface
– Serif: A
– Sans serif: A
Justification: the way the lines
align at the end
• Justified : left & right margins
are equal
• Flush right:right aligned text
• Flush left:left aligned text
• Center
(ex. on p. 393, box B) pic
Wells, Moriarty, Burnett & Lwin - Xth Edition
Type Measurement
 Points: size
 Smallest system of
measurement units
 Picas : width and length of column
 Bigger unit of measurement
Legibility
 How easy it is to perceive the
letters
 Reverse type,
 All capitals
5-7
 Etc.
ADVERTISING Principles and Effective IMC Practice
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The Art of Typefaces
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Print Art Direction
Visual elements
Photos, Illustrations, Clip art
Colors
Typography
Layout =
A plan that imposes order and creates
an arrangement that is aesthetically pleasing pic8-11
1)picture+wording
2) Only picture
3) Only wording
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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TIPS: how to design the print ad
 CONTRAST: is important. The white background makes
your ad clearer and more easily to be understood
 Balancing Act: If one side is heavy on type, place a
large scale logo or graphics on the other side
 Picture this: the picture should take up a quarter of the
ad space
 Follow the reader: Most reader reads ad in a kind of
reverse “S” shape
 Call to action: don’t forget the main purpose of the ad is
to SELL e.g. call to action, address of co., contact no.
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ADVERTISING Principles and Effective IMC Practice
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End of the Lesson
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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