Chapter 8. Advertising Design


Advertising, it's said, is nothing more than an exquisitely crafted message. That may be true, but when it's done right, it can change minds, set trends, and touch lives.

Want to design ads in a powerful, multibillion-dollar industry? Before you put on your Madison Avenue shoes, you should know that designing ads is not always glamorous. It is always interesting, creative, and fun, however. And if you stick with it, you can earn a respectable living.

Success in advertising design requires not only talent, but also a degree of business savvy and an understanding what makes consumers act. The purpose of this chapter is to make you a better ad designer by sensitizing you to business and design principles in the advertising field.

COURSE DEVELOPER: CAROLINE ZARLENGO SPOSTO

This chapter is based on a lesson developed by Caroline Zarlengo Sposto, cofounder of Sposto Interactivean award-winning interactive development studio that provides strategic interactive communications solutions to nationally and internationally known businesses.


Figure 8.1. Funny, timely, targeted, and well designedthis Diamond Trading Company ad has what it takes to persuade consumers and generate sales.


In this chapter you will:

  • Learn about the origins of advertising and the evolution of advertising in the United States.

  • Learn about the different phases of consumer behavior and how advertisers motivate consumers to buy.

  • Learn how to organize your advertising message and design using the "AIDA" formula.

  • Explore methods of using context and association to deliver clever, effective ad designs.

  • Learn about the four major advertising tones: humorous, dramatic/informative, sexual, and scientific.

  • Create a magazine ad design promoting a new reality show based in New York City.




Sessions. edu Graphic Design Portfolio-Builder(c) Adobe Photoshop and Adobe Illustrator Projects
Graphic Design Portfolio-Builder: Adobe Photoshop and Adobe Illustrator Projects
ISBN: 0321336585
EAN: 2147483647
Year: 2005
Pages: 103
Authors: Sessions.edu

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