Advertising
Overview
An advertisement is the only kind of graphic design that has to buy its own audience. Nobody opens a magazine to look at the ads, and nobody stands at a bus stop hoping for a poster. The work has to earn attention in the second or two it is given, deliver one idea that a stranger will remember, and do it in a voice the client can keep using for years. That is a harder brief than it sounds.
This note takes you from the client brief to the finished campaign: how to find the single proposition worth saying, how a message is ranked so the eye reads it in the right order, how one idea is stretched across a poster, a phone screen and a six-second film without falling apart, and how every execution feeds the corporate identity behind it. You will critique real campaigns and real student work, and you will see what an examiner is looking for when advertising is the route you take through a theme.
Objectives
- Use advertising to convey information for clients and audiences that promotes corporate identity
- Use traditional graphic media and current technology
Lesson Note
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Lesson Evaluation
Congratulations on completing the lesson on Advertising. Now that youve explored the key concepts and ideas, its time to put your knowledge to the test. This section offers a variety of practice questions designed to reinforce your understanding and help you gauge your grasp of the material.
You will encounter a mix of question types, including multiple-choice questions, short answer questions, and essay questions. Each question is thoughtfully crafted to assess different aspects of your knowledge and critical thinking skills.
Use this evaluation section as an opportunity to reinforce your understanding of the topic and to identify any areas where you may need additional study. Don't be discouraged by any challenges you encounter; instead, view them as opportunities for growth and improvement.
- In an advertising brief, what are 'mandatories'? A) The client's preferred colours B) Elements that must appear, such as logos, legal wording and sponsor marks C) The deadlines for each stage of the work D) The list of competitors to avoid copying Answer: B
- Which of these is a proposition rather than an observation? A) Our bakery opens at 6am B) We have won two regional awards C) The bread reaches you before it has had time to cool D) We use flour milled within twenty miles Answer: C
- A 48-sheet roadside billboard is read in roughly one to two seconds. Which design decision follows most directly? A) Include long body copy so the message is complete B) Use one image and a headline of under about seven words C) Add a QR code so viewers can find out more D) Reduce the logo so the image is uninterrupted Answer: B
- Which agency and campaign is the standard example of using candour and white space to sell a small car in 1959? A) Doyle Dane Bernbach for Volkswagen B) McCann Melbourne for Metro Trains C) TBWA\Media Arts Lab for Apple D) Ogilvy for Hathaway shirts Answer: A
- Three posters share one device but differ in image, structure and copy. What is the correct term for each poster? A) A mandatory B) An insight C) An execution D) An endline Answer: C
Available on the Green Bridge App
Download the Green Bridge CBT app on your phone or computer to access full lesson notes, practice questions, and more.
Available on the Green Bridge App
Download the Green Bridge CBT app on your phone or computer to access full lesson notes, practice questions, and more.
Recommended Books
Practice Mock Questions
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