Using Graphic Design for Advertisements

Eman Al-Halyan201014064

Menu• What are advertisements?• Types of advertising

• Print advertising• Outdoor advertising• Broadcast advertising• Covert advertising• Surrogate advertising• Public service advertising• Celebrity advertising

• Elements of advertising• Importance of advertisements• The aim of advertisements• Effects of advertisements• Graphic Design and advertisements• Demonstration on Photoshop using Jing

What are advertisements?• Advertising is a form of

communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.

• Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.

• Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages.

Types of Advertisements• Print Advertising• Outdoor Advertising• Broadcast advertising• Covert Advertising• Surrogate Advertising• Public Service Advertising• Celebrity Advertising

Print Advertising – Newspapers, Magazines, Brochures, Fliers

• Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

• The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity

Broadcast advertising – Television, Radio and the Internet

• Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced.The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers.

Covert Advertising – Advertising in Movies

• Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.

Surrogate Advertising – Advertising Indirectly

• Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.

Public Service Advertising – Advertising for Social Causes

• Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on.

Celebrity Advertising• Although the audience is

getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.

Elements of Advertising1. Clarity of Objective2. Desired Role of Advertising3. Target Segmentation4. Clarity of Message5. Reason to buy6. Credibility of value-proposition7. Desired consumer action8. Relatability with the target set’s current mindset9. Choice of Medium10. Space and need for vivid exaggeration, metaphors, unexpected

treatment, starkness.

Importance of Advertisements

• In a successful business, advertising play an essential and important role. Though advertising does not mean selling of products and services but it helps in increasing your sells. Advertising create awareness in people. When general public be conscious to the products, services and goods under the brands and pursuit people towards brands and make them buying better brands. 

• Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. Advertising, in a straight line, increases profit of the companies by escalating its revenue. The expenditure made on advertisement can turn as good boost in earnings. 

The aim of advertisements• The main aim of advertising, many

believe is to sell. These are the kind of people who extremely oppose anything that make advertising seem unethical. Advertising on the whole helps business as well as the economy to prosper and makes the consumer aware of the various choices that are available to him.

Effects of Advertisements• The new research, led by cognitive scientist

Mark Changizi of Rensselaer Polytechnic Institute, shows that repeated visual exposure to an object can affect an observer’s preference for it, initially rapidly increasing preference, and then eventually lowering preference again. This can give way to short-lived fads.

• Advertisements may lead to the following actions made by the viewers (by order):

1) Awareness2) Knowledge3) Liking4) Preference5) Conviction6) Purchase

Graphic Designers and Advertisements

• Graphic designers—or graphic artists—plan, analyze, and create visual solutions to communications problems. They find the most effective way to get messages across in print and electronic media using color, type, illustration, photography, animation, and various print and layout techniques. Graphic designers develop the overall layout and production design of magazines, newspapers, journals, corporate reports, and other publications. They also produce promotional displays, packaging, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems—called environmental graphics—for business and government. An increasing number of graphic designers also develop material for Internet Web pages, interactive media, and multimedia projects. Graphic designers also may produce the credits that appear before and after television programs and movies.

Demonstration using Jing

• Click “play video” for a short video demonstrating how to make a simple poster using Photoshop.

Resources (softwares)

• Microsoft office– Microsoft Word– Microsoft Powerpoint– Microsoft Excel

• Photoshop• Jing

Resources (websites)Advertising. (2011). In Wikipedia. Retrieved April 25, 2011, from

http://en.wikipedia.org/wiki/AdvertisingAjay. (2011). Advertising: What are important elements in good advertising? Retrieved

April 25, 2011, from http://www.linkedin.com/answers/marketing-sales/advertising-promotion/advertising/MAR_ADP_ADV/758382-64813644

Bureau of Labor Statistics, U.S. Department of Labor. (2010). Graphic designers. Retrieved April 25, 2011, from http://www.bls.gov/oco/ocos090.htm

Hassam. (n.d.). Importance of advertising. Retrieved April 25, 2011, from http://hubpages.com/hub/Importance-Of-Advertising

Manohar, U. (2010). Different types of advertising. Retrieved April 25, 2011, from http://www.buzzle.com/articles/different-types-of-advertising.html

Rensselaer Polytechnic Institute (2008). Effects of unconscious exposure to advertisements. ScienceDaily. Retrieved April 25, 2011, from http://www.sciencedaily.com/releases/2008/12/081209125828.htm