1

Design and Production

Matakuliah : G0492 / English for Advertising

Tahun :2005/2006

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Basic Decisions

• Photo or illustration

• Color or Black and white

• Medium

• Computer Graphics

• Composition

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Principles of Design

• Balance

• Proportion

• Order

• Unity

• Emphasis

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The Importance of Visual

• Clutter busting

• Visuals and the future

• Visuals and global advertising

• The European influence

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The Function of visuals

• Get attention• Anchor an image in memory• Maintain interest• Establish a mood• Demonstrate product features• Depict situations and setting• Establish a product personality• Associate the product with certain symbols and lifestyle• Overcome time and distance• Bring inaccessible processes such as historical events or

microscopic changes to the audiences.

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Photo

• Realism

• Art for fantasy

• Technical illustration

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Illustration Purpose

• To attract attention

• to make the brand heroic

• to communicate product features or benefits

• to create a mood

• to stimulate reading of the body copy

• to create the desired social context

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Illustration Components

• Size

• Color

• Medium

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Composition

• Planes

• Rule of thirds

• Framing

• Scale

• Leading lines

• Lighting and shadows

• Cameral angles

• The scene

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Color

• The color wheel

• Color composition

• Color Symbolism

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Objectives of Color use

• Attention

• Emphasis an important element

• Touch emotions

• Color coding information to help with identification and recognition

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Typography in Print Production

• Categories of Type

• Type Measurement

• Readability

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Layout

A drawing or digital rendering of a proposed print advertisement, showing where all the elements in the ad are positioned.

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Types of Layout

• Picture window

• All art

• Panel or grid

• Dominant type or all copy

• Nonlinear

• Grunge

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Stages of LayoutDevelopment

• Thumbnails

• Rough Layout

• Comprehensive

• Mechanicals

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Printing Processes

• Letterpress

• Offset lithography

• Gravure

• Flexography

• Electronic, laser, and inkjet

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Printing Production

• Art Reproduction

• Color Reproduction

• Binding and Finishing

• Digitization

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The Production Process in Television Advertising

• Preproduction

• Production

• Postproduction

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Production Options in Television Advertising

• Film

• Videotape

• Digital Video

• Live production

• Animation

• Still production