1. Also advertising is analyzed using many of the same criteria as art.
Today's Element:
Shape
Tell students, "You may be wondering if this is an art class, then why are we spending so much time looking at advertising? What do Art and advertising have in common?" Art is used in advertising.
Also advertising is analyzed using many of the same criteria as art.
Shape & Visual Direction are Design elements that are used to analyze web sites, statues, almost any artwork.
And just like regular art, advertising is intended to provoke a reaction.
What makes an advertisement effective? Why is it a powerful ad? Does it make you want to pay attention and buy something? Or does it encourage you to do something?
Remind students that all advertising is designed to do 3 things: Be aware of a product or image; Do or refrain from doing something; or make you spend money.
Experts say your eye moves in a Z" shape starting from upper left of screen, down and across. It happens in a split second. You're not even aware of it. "
Explain that there are people in the Advertising business that spend their whole career analyzing this stuff, the way you see an ad and how it affects you from a scientific standpoint. The goal here is to get students thinking about a career in advertising.
Reminder - a career in advertising is fun and creative and better than flipping burgers. *

2. Also advertising is analyzed using many of the same criteria as art.
Tell students, "You may be wondering if this is an art class, then why are we spending so much time looking at advertising? What do Art and advertising have in common?" Art is used in advertising.
Also advertising is analyzed using many of the same criteria as art.
Shape & Visual Direction are Design elements that are used to analyze web sites, statues, almost any artwork.
And just like regular art, advertising is intended to provoke a reaction.
What makes an advertisement effective? Why is it a powerful ad? Does it make you want to pay attention and buy something? Or does it encourage you to do something?
Remind students that all advertising is designed to do 3 things: Be aware of a product or image; Do or refrain from doing something; or make you spend money.
Experts say your eye moves in a Z" shape starting from upper left of screen, down and across. It happens in a split second. You're not even aware of it. "
Explain that there are people in the Advertising business that spend their whole career analyzing this stuff, the way you see an ad and how it affects you from a scientific standpoint. The goal here is to get students thinking about a career in advertising.
Reminder - a career in advertising is fun and creative and better than flipping burgers. *

3. Shapes & Visual Direction are related. Triangles – Squares – Circles
3 main shapes
Triangles – Squares – Circles

4. Combine the shapes to see how they create visual direction.
Shapes & Visual Direction are related.
Shapes are used to direct your eye to the product being advertised:

5. Combine the shapes to see how they create visual direction.
Shapes & Visual Direction are related.
Shapes are used to direct your eye to the product being advertised:

6. Squares are self contained shapes, stable & solid.
Basic Square Shapes:
Squares are familiar & comforting.
Squares are self contained shapes, stable & solid.
Square shapes denote comfort & structure. Power, safety, security & stability. They are solid, have a beginning, middle & end. They are good for ads about money, insurance. *

7. They have a beginning and an end.
Basic Square Shapes:
Squares are complete.
They have a beginning and an end.

8. Power, Safety, Security, Stability.
Basic Square Shapes:
Power, Safety, Security, Stability.

9. Triangle Shapes are dynamic & show energy.
Direction and movement.
Triangle Shapes are dynamic & show energy.
Triangle shapes are dynamic, movement oriented, energetic & carry force with them, direct you, move you. *

10. They force your eye to move.
Triangle Shapes:
Point to things.
They force your eye to move.

11. Triangle Shapes:
Direct you.
Move you.

12. Where are your eyes led by shapes in this ad?

13. REMEMBER:
All Shapes in advertising are used to direct your eye to the product being sold.

14. Circles are comforting.
They surround you like the womb.
They form a protective boundary around the product.
Circular shapes are symmetrical, comforting, they surround you like the womb, protecting the product or service being sold.
Also, your eye tends to follow the shape around the edges, and with circular shapes, your eye can’t escape.
Your eye goes around and around, trapped by the visual illusion of the circular confinement, like a caged animal *

15. Go around and around keeping the viewers’ eye trapped.
Circle Shapes
Go around and around keeping the viewers’ eye trapped.

16. Circle shapes act like targets for your eyes.
The viewers eye Zeros in on the object.
Get students to close their eyes. Then switch slides on the PowerPoint, then allow them to open there eyes being aware of the first things they see and what their eyes do the 1st second they're open. *

17. Circle shapes act like targets for your eyes.

18. Circle Shapes act like a “Bulls Eye.”
Circular shapes keep you looking at the ad longer.

19. Your eye tries to escape but it has nowhere to go.
Advertisers know that Circular shapes lock your eye on the product and wont let you go.

20. Most ads combine at least two of the three basic shapes somehow.

21. Circles, Squares & Triangle Shapes can all be used in the same ad!

22. Remember:
Shapes are used to direct your eye to toward what is being advertised:
Shapes can be combined:
Good ads contain several of these visual cues together.
Lastly, get students to call out from the group a good definition of Shape, what it does & why it’s important. *

23. Get in your groups & agree together what your definition of Shape is.
Also don’t forget to say why it’s important!