ADVERTISING COMMUNICATION PROCESS How Purpose To persuade potential

ADVERTISING = COMMUNICATION PROCESS How? Purpose To persuade potential consumers and users to demand a particular product or service. MASS MEDIA: Press, TV, Radio More information (Spanish version): http: //educacionplasticayvisual. wikispaces. com/LA+PUBLICIDAD

Graphic design in advertising Graphic design: The process of creating messages for the advertising world, using two dimensional surfaces to transmit images and text MESSAGES: üClear üConcise Use: Images and texts A maximum audience

Graphic design in advertising Photographs (high degree of symbolism) Images: Illustrations (more informal effect) VISUAL METHODS Visual metaphor Analogy Personification VIDEO COCA COLA (Para todos) http: //www. youtube. com/watch? feature=player_detailpage&v=e. E 9 A 6 Oa. T 99 M Video Toyota (Human touch) http: //www. youtube. com/watch? feature=player_detailpage&v=aov 7 idx. NMIY Hyperbole VISUAL METAPHORS

Visual metaphor

Analogy

Personification

Hyperbole

LOGOTYPE / LOGO SYMBOL/SIGN SLOGANS BRAND NAME ANAGRAMS Brand: It is a distinctive/name which identify to a company. Logotype: an emblem of a company. It is whole of letters and pictures with a specific shape and color. When the picture is recognizable, it can identify a product without the brand name. Anagram: a symbol or emblem formed specially of letters. It is a brand that arises when combining letters of other words related to the name. Slogan: a phrase identified with a particular party, product, etc. ; a catch phrase.

LOGOTYPE (logo) SYMBOL/SIGN BRAND ANAGRAMS Red Nacional de Ferrocarriles Españoles Organización Nacional de Ciegos Españoles International Business Machines Corp. Fabbrica Italiana Automobili Torino SLOGANS