Leading Tracking Kerning Testimonial Demonstration Slice of life Emotional Sell

First Printing Press Johannes Gutenberg 1st printed book The Bible Movable type was set by hand in large flats. Typesetters loaded them into galleys one row at a time. Rolled ink on the galleys and pressed paper on top, one sheet at a time. Very slow and labor intensive process. Expanded literacy ushered in the Renaissance. Letterpress Printing

Until 1880s, typesetters loaded type blocks into wooden galleys Now with computers typesetting is possible on the desktop Typographic terms come from the early days of Letterpress & then Linotype printing -(1906 offset press created hot type slugs from metal) Point size - the height of the printing block that held the letter back in the days of metal type. 72 points = 1 inch

Serif type Sans Serif Bold ItalicNovelty Cursive

Leading Tracking Kerning Horizontal space between letters. Slide 4 Vertical spacing between lines of type. The distance between baselines. Vertical spacing between pairs of letters. It is also measured in points. Tight L o o s e AW

Use Typestyles to convey an image and/or mood: LogosAdvertisingPosters Headlines/Title s

1950s 2000 Type styles communicate a message beyond the words

1950s 2002

Lifestyle irony Opening Testimonial Demonstration Slice of life Emotional Sell

Commercial businesses, political parties use persuasive techniques to urge people to buy their products, elect their candidates. Difference: Freedom of choice - People who have access to many sources of information can make independent decisions. Persuasion Government- sponsored misinformation - Designed to coerce people to believe/think/act a certain way. Danger: Government controls military & information sources - no free choice. Propaganda Hitler vs. Coke

Soviet Propaganda “We will not let you do a bad job.”

“Our Fatherland is being torn apart” “Our Fatherland is being torn apart” Vladimir Lenin

Advertising Coca-Cola Worldwide sales Plastic Surgery Persuades people to buy - creates needs Number of surgeries is 17 times what it was just a decade ago.

Public Service Announcement U.S., 2002 Propaganda or Persuasion?

Know your target market Research U.S. companies spend $400 billion a year on advertising research Demographics: Age, gender, income,education Media habits: What do they read, watch, listen to? Lifestyle: How do they live, what are their attitudes? Focus groups, trend spotters, surveys

Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull. Got Milk? campaign made milk drinking cool by using celebrities Got Milk? campaign made milk drinking cool by using celebrities Milk consumption Rose for 1st time since 1969 Milk consumption Rose for 1st time since 1969 If cool people do it - it must be cool. Subtext: Every ad has underlying implied message Subtext: Every ad has underlying implied message

Get you to recall product/brand positively 1.Demonstration/Hard Sell 2.Testimonial 3.Transfer 4.Bandwagon 5.Slice of Life 6.Lifestyle *Ironic *Emotional 1.Demonstration/Hard Sell 2.Testimonial 3.Transfer 4.Bandwagon 5.Slice of Life 6.Lifestyle *Ironic *Emotional Subtext: Every ad has an underlying message that is implied - never stated directly. Subtext: Every ad has an underlying message that is implied - never stated directly.

Shows product being used, emphasizes product effectiveness, lists product benefits, uses repetition of name. Subtext: This product /service works

Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product. Subtext - You can be as beautiful/cool as the celebrity if you buy this.

Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product. Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.

Slide 19 Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon. Subtext - Everybody’s buying it, you should too. APPLE’S Switch Ads APPLE’S Switch Ads Tony Hawk Kelly Slater

Tells a story complete with characters, a setting and a conflict. Used especially in television commercials

Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.

Uses words and images filled with emotional power to make consumers feel emotions and link them to the product. Subtext: You will feel like this if you use the product.

1.Conversational - tone of voice 2.Personal/Informal - use direct “you” 3.Specific - state benefits exactly 4.Concise - every word should count 5.Positive - associate product with good feelings 1.Conversational - tone of voice 2.Personal/Informal - use direct “you” 3.Specific - state benefits exactly 4.Concise - every word should count 5.Positive - associate product with good feelings

Opening: Grab viewers attention (headlines & visuals) Opening: Grab viewers attention (headlines & visuals) Middle : Body of ad should create desire, increase interest in the product. Middle : Body of ad should create desire, increase interest in the product. Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan. Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan.