1. Print Advertising #4 Today I will: Engage in the fundamentals of print ads So I can: understand print ad elements, and see as a consumer how print ads affect me. I will know I’m successful when: I fully develop and complete a professional print ad, suitable for and displayed to the public This lesson will be useful on and assessed by our unit project. For enhanced knowledge (a.k.a. “excellence” reference pages 469 - 475

2. 5 Components of Print Ad 1)Headline 2)Copy 3)Illustration 4)Signature 5)Call-to-Action

3. 1) Headline Attracts Attention Builds interest in the rest of the ad 80% of people only read the headline when seeing a print ad Must be brief. Most people cannot take in more than 7 words at a time The headline is the largest text 99% of the time

4. 2) Copy Describe benefits – how will customer’s life improve? Selling message of the ad Should be simple, direct, encouraging the customer to try the product Tells the who, what, where, when. Facts are powerful. Claims not so much. Using adjectives or descriptive words, appeal to the senses, help the customer touch and feel the product.

5. 3) Illustration Often used to expand on the copy, showing how the product works, how used or to show emotion. Ensure image is clear and to scale. Sometimes, an illustration is used with no copy Photo, image, drawing, etc.

6. 4) Signature Logo is placed to make sure reader knows what company is advertising. At times call the signature. Logo Slogan Same ad, but no logo or slogan Could be any company so ad creates no promotional value Logo &/or Slogan

7. 5) Call-to-Action Typically appears at end or bottom of ad May add sense of urgency – limited time, or good through a deadline. Instruct customers what steps to take to purchase – visit web site, call phone number, register, stop by store, etc.

8. Layout Gutenberg Diagram – viewer’s eyes move across your design Three common layouts for you to consider Be sure to use “white space” to add visual appeal “Z” technique. The eyes tend to follow a Z path down the page. Primary Optical Area Terminal Area Minimal attention 12 Ogilvy Technique. Place top-to-bottom in this order:  Illustration  Photo Caption  Headline  Copy  Signature Studies show this is the order that ad items are most viewed. 34

9. Typeface Type Size – measured in points. 1 point = 1/72 of an inch Ads intended for readers over age 65 should use 14+ point in the copy P Serif fonts use short cross lines at the upper and lower ends of the letters. This leads the eyes in a horizontal direction, encouraging people to read the copy. Examples of serif are Times Roman or Palantino. Font – Serif vs Sans Serif Serif Examples of sans serif are arial and Tahoma. P Without Serif Best used for headlines.

10. Color use... emotion Guide

11. Project Roll out