ADV 205 Lecture Notes - Lecture 22: Copywriting, Spot Color
Document Summary
A preliminary version of the ad that shows where all the key formatting elements are placed. Rough layout - same size as finished. Finished layout detailed guide to artist and typographer. Rebus layout (texts and image ~ image replacing words) Movement - ad should lead reader in a sequence. E. g. top left ot bottom right (here in the u. s. ) Visual elements (color, shape, texture, etc. ) should be repeated. Balance ~ formal and informal (don"t just place things somewhere". Elements that are related should be grouped together. Photos have more stopping power than illustrations. Colors attract more attention than black and white. Illustration is more fanciful, photos are more realistic. Set tone & create mood for the ad/product. Spot color: using a second color in addition to black to highlight important elements. Forcolor ads are more expensive than b/w. Show use of product & product features. You can play with words or phrases, slang, etc.
