Wells14_Basic 广告文案写作 教学教案.ppt

Design and Production Part 4: Effective Advertising Messages Chapter 14 Chapter Outline Chapter Key Points Visual Communication Print Art Direction Print Production Television Art Direction Broadcast Production Effective Web Design Key Points Explain how visual impact is created in advertising List the principles of layout and explain how design is affected by media requirements Describe how art and color are reproduced Explain how the art director creates TV commercials Identify the critical steps in planning and producing broadcast commercials Summarize the techniques of Web design Visual Communication Six key reasons for the effective use of visuals in advertising Grab attention Stick in memory Cement belief Tell interesting stories Communicate quickly Anchor associations Visual Communication Visual impact A picture in a print ad captures more than twice as many readers as a headline does Initial attention is more likely to turn into sustained interest The art director In charge of the visual look of the message Most difficult challenge is transforming a concept into words and pictures Typography Type Measurement Points Smallest system of measurement units Picas Bigger unit of measurement Legibility How easy it is to perceive the letters Reverse type, all capitals, and surprinting all hinder the reading process Layout and Design Layout A plan that imposes order and creates an arrangement that is aesthetically pleasing Common Ad Layouts Picture window All art Panel or grid Dominant type or all copy Circus Nonlinear Grunge Design Principles Design has both functional and aesthetic needs Makes the message easy to perceive Makes it attractive and pleasing to the eye Common Principles Direction Dominance Unity White space Contrast Balance Proportion Simplify, simplify, simplify Layout Stages Thumbnail sketches Rough layouts Semicomps and comprehensives Mechanicals Print Production Different media have different demands on design and production Newsprint not a good sur