Unit 2: Advertising (part B)

1. Principles of graphics in advertisement:

Graphics plays an important role in the advertising industry. To mention the words
graphics design immediately brings into mind advertising. In order words, graphic
design is synonymous with advertising industry. This is because the nature of
advertising is such that it thrives visual representations of products, services,
concepts and ideas. It is the main way in which companies all around the world sell
their products and services. Apart from using it to sell products and services, it is
also used as one of the key ways of instituting social change.
Advertisements for products and services are most effective when the graphics stand
out while maintaining relevance to and clarity of the message. The right graphic can
attract good attention and increase the likelihood that the viewer will buy the
product.
Advertising or graphic design companies that produce convincing materials know
the psychology behind a successful advert. They spend time investigating and
researching on how best to appeal to their target audience. The demographics (for
example, age, education, income group etc.) of their audience will determine what
colors, concepts, techniques and other contents to use.
These are important principles when someone wants to design a graphic advertising.
They define the concept core of a creative work.
The conceptual union
There are three main phases that are continually addressed within graphic design:
planning, designing and reviewing. In order to deliver on all key areas, every
designer must continuously reinforce the question: ‘what is the purpose of this
design?’. It isn’t possible to make every aspect of the design a focal point to a
viewer, so you need to evaluate what key information you wish to get across in the
design, then determine how everything else in the design can support that aspect.
For instance, if the image is the focal point of the design, it may be the largest part
of the graphic with the other aspects of the design functioning to draw attention to
that area. Colour, size, shape, texture, direction, position, etc. all work to dictate the
focal point of the visual.
The structural harmony
Make sure you evaluate your design and identify glitches. Are there any elements
that aren’t supporting the overall design balance or the message you are trying to
portray? If something isn’t necessary to the communication of the message, it may
be hindering the design. By recognising this, you may be able to make your design
stronger.
The orfered reception is the relationship of how objects fit together in a
composition. The main purpose of this principle is to establish, group related
 elements together in order to organize your design. By placing two or more elements
in close proximity to one another, you are grouping them together as one cohesive
group, instead of scattered and unrelated objects. This also greatly helps in creating
focal points for viewers.
Alighment
Alignment is one of the most basic and important principles of design. It helps unify
the elements on a page by creating a visual connection between them. Even if those
elements aren’t in close proximity to one another, when aligned an invisible line is
created (both in your eye and in your mind) which connects them. By establishing
a visual connection with something else on the page, alignment tells readers that the
two elements belong to the same piece; this, in turn, creates a sharper, more
organized design.
The visual contrast
Contrast in design is an accentuation of the differences between elements. Applying
contrast to a design allows you to emphasize or highlight key elements. Although
contrast is usually applied using opposite colors, contrast is in fact a juxtaposition
of various elements of design, so even differences in textures (rough vs. smooth),
shapes (large vs. small) and lines (thick vs. thin), just to name a few, also create
contrast. The difference between the elements is what creates the visual interest.
The balance of constitutive elements
Balance is the visual weight distribution of objects, colors and space in your design.
Is your design aligned vertically, horizontally or radially? More than that, is it
balanced? With poor alignment and unknown margins, a design’s layout can be
completely thrown off. It has been found that humans find symmetry more attractive
than other stylings, so ensure that the alignment of your design is on point.
2. Principles of organizing elements in an advertisement
These elements may be part into two categories: the first is about signs, symbols,
pictograms (special symbols), logos, and the second is about images, illustrations,
colours, words.
The signs are linguistics or iconic. The visual language of signs was studied by two
thinkers of this problem, Ferdinand de Saussure (1857-1913) and Charles Sanders
Pierce (1839-1914). That is really important is represented by the different
meanings of signs in various circumstances. A very interesting feature of a sign is
to be received, processed and translated. That means to answer to the questions:
What is represented and How is represented something.
The symbols may present a human activity, an activity domain, an association of
concepts, an association of ideas etc. The symbols dress a message defined on two
planes: sense and significance. The symbols have to be very well selected do not
create confusion concerning their meaning.
 The logos are distinctly signs into a visual communication strategy of a company.
A logo is a graphic and visual identity element which may express values and
valences identified in the portfolio of values of the company. One logo has to
improve three main demands:
- to draw the attention towards the company;
- to contribute to the prestige of the company;
- to promote a real warranty of the company.
It is possible to create a logo using only words (logotypes), only symbols (iconic
logos) or both, words and symbols.
The colour is an element used to make a chromatic contrast which is very important
to focus the main element. The colours have different suggestive characteristic and
for this reason the designer has to be attentive to select colours.
The image is another consecutive element. It is about the power of an image or
illustration to lead the public through the advertisement.
If someone choose a powerful image, words have to be simple (the title has to be
simple); if the title is strong then the image is simple. It is a bad thing that, both the
image and the title, to be powerful. That is why for a graphic advertising designer
is a big challenge to evaluate what is the main element, the image or the words.
The words are useful to write the title and the text. We talk to conceive the message.
The writing type may communicate elegance, refinement, accessibility,
aggressiveness etc. The same when we use capitals and short letters, writing hand,
typography letters, length of the line etc.
The proportions of constitutive elements intervene for this purpose. There are
identified a few methods:
- to put the object in a sparkling colour;
- to picture in dark colour the object and all around it in light colours;
- to put the object into a glamour colour;
- to create a strong contrast between the object and the background;
- to isolate the object somewhere on the paper;
- to use for background only black and white colour.
3. Common strategies for advertisement
Bandwagon advertising
Advertising space is everywhere – and all businesses, large and small – are in
constant competition for consumer attention. Propaganda advertising is a
technique that plays on the emotions of the target audience in an attempt to
influence their opinions or behaviors. Bandwagon advertising is a specific type of
propaganda advertising technique that tries to get the target audience to jump on
board, so as to not "miss out" on what everyone else is doing. It focuses on the
target audience's desire to be included.
This method doesn't work only for tweens and teens who are desperate to fit into
social circles. It appeals to everybody's desire to feel a part of something fun and
great.
For example: Maybelline: The skin care and makeup company took this bold
position with its mascara, claiming that it was "America's favorite mascara."
Maybelline claims that the mascara is immensely popular not only because it is a
great product, but also because it uses patriotism as a tool.
Facts and figures
When an advertiser uses statistical evidence and facts to prove that a product is
better than another product.
For example: an advertisement might read, “This product kills 99% of your germs.”
Magic ingredients
Magic Ingredients is when an advertisement shows their product being almost
miraculously and exceptionally effective.
For example an advertisement might show someone playing a sport decently until
they use the product advertised in the commercial and suddenly begin playing really
well.
Snob appeal
The Snob Appeal is one of roughly twenty advertising strategies that marketing
professionals use to persuade people to buy a product, pay for a service, donate to a
cause, or otherwise be persuaded. The Snob Appeal attracts audiences into believing
that they will be part of an elite or special group if they buy a product or service or
buy into an idea. The Snob Appeal, in other words, appeals to people’s desires live
lives of luxury, to be treated as if they were wealthy, noteworthy, part of a special
club or society, or otherwise deserving of special treatment.
For example: commercials that show men drinking a certain brand of beer attracting
all of the beautiful women in a bar gives the underlying message that drinking that
beer will make the consumer more attractive to women.
Avant-garde
Avant Garde is a French phrase used to refer to people or works that are
experimental or innovative, particularly with respect to art and culture. In graphic
design advertising it is the suggestion that using this product puts the user ahead of
the times. Phrases like "revolutionary" or "cutting edge" are often used too but
overall a general sense of the product/service being futuristic is the key aspect.
For example: Apple are the masters of this technique with all their recent product
launches using this technique.
Patriotism
In the aftermath of September 11, the relationship between consumption and
citizenship was dramatically reinforced in patriotism-themed advertising. Patriotic
ads using American symbols such as the statue of liberty, the American flag,
patriotic colors and phrases such as “God bless America” and “United We Stand”
began appearing in newspapers within a week after September 11 to showcase
companies’ commitment to and pride in the nation (Kinnick, 2003).
Patriotism is the idea that buying a certain product or service will show the buyers
love for their country.
For example: Miller’s 2001 television commercial that depicts people from different
parts of the country holding signs saying “America the Beautiful,” “Go U.S.A.,”
and “We Are All New Yorkers.”
Testimonial
To fully understand what testimonials in advertising are, you must first understand
the terms 'advertising' and 'testimony'. Advertising is the act of promoting a
product or service, especially through the development and publishing of public
announcements. Advertising lets the public know that your product exists.
A testimony is a statement given by a supporter approving a particular product or
service.
The use of testimonials in advertising is a strategy used to promote or market a
product or service. Companies who utilize testimonials in advertising use
previously satisfied customers' statements of approval to endorse their product in
television commercials, magazine advertisements, or even on billboards.
Hidden fears
In advertising, a hidden fears, or fear appeal, uses consumers' fears to motivate
them to purchase a product or contribute to a cause. The consumer appraises the
product in light of their fear of the consequences of not buying.
For example: the anti-smoking ads showing terminal cancer patients and stating
"Smoking Kills."
 Practice:
1. The bandwagon  A famous person uses the product
2. Facts and figures  Using the product will make you live like
rich and famous people
3. Magic  This product will protect you from danger
ingredients
4. Snob appeal  Using numbers to impress the consumer
5. Avant-garde  A special ingredident or technology makes
the product work
6. Patriotism  Use the product to be like everyone else
7. Testimonial  Using this will put you ahead of everyone
else
8. Hidden fears  Using this product shows you love your
country

Sources:
1. Graphic advertising, as a specialized tool of communication available online at
www.sciencedirect.com
2. http://dotugo.com/blog/87-advertising/247-importance-of-a-good-design-in-
advertising.html?fbclid=IwAR2kV0lj8ooEsI4OSvl5c4yVKu4n3SIltA5B_f8lIV2O
jKpjuLfZXGCKUPo
3. http://www.readwritethink.org/files/resources/lesson_images/lesson1166/Persuasi
veTechniques.pdf