Layout Styles English Advertising

Delivering the big idea: Visual and the Verbal What is shown is just as important as what is said- sometimes more The non-verbal aspect of an ad or commercial carries at least half the burden of communication. The visual presentation helps position the product and create the personality for the brand It creates the mood It determines the way it feels to the audience The mood flavors the verbal message (embodied in the copy)

Designing the print ad Design refers to how the art director, graphic artist, or graphic designer chooses and structures the artistic elements of an ad.

Elements that draw attention Clean lines Composed photographs Copy/ type or font space

Lay-outs Overly orderly arrangement of all the format elements of an ad Visual Headline Subheads Body copy Slogan Seal Logo Signature

Use of Lay-outs Helps both the agency and client develop and evaluate how the ad will look and feel. It provides the client a tangible item to correct, change, comment on, and approve. Helps the creative team develop the ad’s psychological elements: nonverbal and symbolic components It serves as a blueprint. It shows the size and placement of each element.

Thumbnail sketch Very small Rough Rapidly produced drawing Basic drawing

Rough lay-out Artist draws the actual size of the ad Headlines/subheads suggest the final type style Illustrations/photos are sketched in Body copy is simulated using lines

Dummy Presents the handheld look and feel to look like the finished product

Comprehensive and mechanical Comprehensive lay-out- refined facsimile of the finished ad It is elaborate Final type and style sizes Glossy spray coat Mechanical Paste-up Camera-ready art

Purpose of the Visual Capture the readers’ attention Clarify claims made by the copy Identify the subject of the ad Show the product actually being used Qualify readers by stopping those who are legimate prospects Convince the reader's interest in the headline Emphasize the products unique features Create a favorable impression or the product or advertiser Provide continuity for the campaign by using a unified visual technique

Montage layout

Mondrian grid layout

Picture Window layout

Circus layout

Mondrian grid layout

Montage layout

Combo layout Circus layout and Picture Frame layout

Circus layout

Mondrian grid layout

Picture Window layout

Determining the chief focus for the visuals Package containing the product The product alone Product in use How to use the product Product features Comparison of products User benefit Humor Testimonial Negative appeal

Assignment Select one print ad (English or Chinese). Cut out or printed out What are the format elements used in the ad? See page 246 Describe the lay-out used in the ad What kind of lay-out was used What is the focus for the visuals?