Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Advertising & Communication Design <ul><li>The Basics </li></ul>
Deconstructing an Ad <ul><li>Deconstruction: - careful and close analysis -  Looking beneath the surface to deeper meaning...
Deconstructing an Ad <ul><li>You can use the following questions to quickly deconstruct a media example: · Who paid for th...
Steps for Analyzing Print Ads: <ul><li>Visually describe  what you see in the ad (start with subject, move to text and the...
 
The Art of Persuasion <ul><li>Persuasion Analysis  </li></ul><ul><li>Analyzing ads is the easiest way to learn about all p...
 
Go to Adbusters.org and check out their ad spoofs https://www.adbusters.org/gallery/spoofads The great thing about spoof a...
Advertising: “The Cave Art of the 20th Century”  MM <ul><li>5 stage hooks of TV ads: </li></ul><ul><li>Attention Grabber (...
Check out the following: <ul><li>ING Banking Ad </li></ul>
How to Analyze Ads .... <ul><li>Recognize that a 30-second spot TV ad is a synthesis,  the end-product of a long, complex,...
TV Ads <ul><li>Recognize surface variations </li></ul><ul><ul><li>50 quick-cut shots of &quot; good times ” </li></ul></ul...
Pick and Dig <ul><li>Select one of the ads below to create a first time analysis. Have fun with it! </li></ul><ul><li>Coca...
Prochain SlideShare
Chargement dans…5
×

Design Principles of Advertising and Communications

21 445 vues

Publié le

Publié dans : Formation, Business, Design
  • Soyez le premier à commenter

Design Principles of Advertising and Communications

  1. 1. Advertising & Communication Design <ul><li>The Basics </li></ul>
  2. 2. Deconstructing an Ad <ul><li>Deconstruction: - careful and close analysis - Looking beneath the surface to deeper meanings - characters, plot, language, etc. </li></ul><ul><li>individuals construct their own meanings from media – individuals deconstruct meanings from media too! </li></ul>
  3. 3. Deconstructing an Ad <ul><li>You can use the following questions to quickly deconstruct a media example: · Who paid for the media? Why? · Who is being targeted? · What text, images or sounds lead you to this conclusion? · What is the text (literal meaning) of the message? · What is the subtext (unstated or underlying message)? · What kind of lifestyle is presented? Is it glamorized? How? · What values are expressed? · What tools or techniques of persuasion are used? · What story is not being told? · In what ways is this a healthy and/or unhealthy media message? </li></ul>
  4. 4. Steps for Analyzing Print Ads: <ul><li>Visually describe what you see in the ad (start with subject, move to text and then to colour & design) </li></ul><ul><li>Describe the overall mood of the ad. How does the advertiser create this mood? </li></ul><ul><li>If there are people or characters in the ad, describe them. What kind of scenario are they in (outdoors, in a car, laughing at a party, etc.) </li></ul><ul><li>Are any strong symbols used in the ad? <- this is actually a heady question, you are going to have to look and think hard about this as many symbols are so embedded that they are not obvious to the viewer. </li></ul><ul><li>What does the written text convey (meaning)? Is it effective? And what types of font are used in the ad? Why do you think the designer chose that specific font/face? </li></ul>
  5. 6. The Art of Persuasion <ul><li>Persuasion Analysis </li></ul><ul><li>Analyzing ads is the easiest way to learn about all persuasion techniques. </li></ul><ul><li>carefully crafted packages > strong messages, </li></ul><ul><li>&quot;buy this“ </li></ul><ul><li>political, social, religious > more complex </li></ul><ul><ul><li>More involved emotional issues </li></ul></ul><ul><ul><li>experienced in bits and fragments screened by others </li></ul></ul>
  6. 8. Go to Adbusters.org and check out their ad spoofs https://www.adbusters.org/gallery/spoofads The great thing about spoof ads is they use the very same tools against the advertiser. Spoof ads often present a side of a product that is not generally advertised.
  7. 9. Advertising: “The Cave Art of the 20th Century” MM <ul><li>5 stage hooks of TV ads: </li></ul><ul><li>Attention Grabber (Hi!) </li></ul><ul><li>Confidence Building (Expert - often a voice over) </li></ul><ul><li>Desire Stimulator (tickles your ‘I NEED/WANT’ button) </li></ul><ul><li>Urgency Stressor (OMG - ‘You should go’) </li></ul><ul><li>Response Seeking (I want to buy that </li></ul>
  8. 10. Check out the following: <ul><li>ING Banking Ad </li></ul>
  9. 11. How to Analyze Ads .... <ul><li>Recognize that a 30-second spot TV ad is a synthesis, the end-product of a long, complex, composition process. </li></ul><ul><li>TV Ads: Use the 1-2-3-4-5 sequence of &quot;the pitch&quot; as a fingertip formula ( starting with your thumb ), as a useful memory device to organize your analysis: </li></ul><ul><ul><li>HI (attention-getting) </li></ul></ul><ul><ul><li>TRUST ME (confidence- building) </li></ul></ul><ul><ul><li>YOU NEED (desire-stimulating) </li></ul></ul><ul><ul><li>HURRY (urgency-stressing) </li></ul></ul><ul><ul><li>BUY (response- seeking). </li></ul></ul><ul><li>Seek dominant impressions- focus on what seems (to you) to be the overall tone, the general feeling, the most noticeable, or most interesting elements in an ad </li></ul>
  10. 12. TV Ads <ul><li>Recognize surface variations </li></ul><ul><ul><li>50 quick-cut shots of &quot; good times ” </li></ul></ul><ul><ul><li>1 slow tracking scene of an old-fashioned sleigh ride </li></ul></ul><ul><ul><li>a three-scene drama : a problem suffered, solution offered and a final grateful smile </li></ul></ul><ul><li>Visuals and Nonverbals suggest emotional feelings and attitudes. </li></ul><ul><li>Different ads have different target audiences </li></ul>Do different people all draw the same message from ads? Why or why not?
  11. 13. Pick and Dig <ul><li>Select one of the ads below to create a first time analysis. Have fun with it! </li></ul><ul><li>Coca Cola Ad </li></ul><ul><li>Coca Cola Super Bowl Ad </li></ul><ul><li>Chevy Super Bowl Ad &quot;Ain't We Got Love&quot; </li></ul><ul><li>Isuzu Gemini Car Ad </li></ul><ul><li>Dove Evolution </li></ul>

×