Matakuliah
Tahun
: G0492 / English for Advertising
:2005/2006
Design and Production
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Basic Decisions
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Photo or illustration
Color or Black and white
Medium
Computer Graphics
Composition
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Principles of Design
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Balance
Proportion
Order
Unity
Emphasis
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The Importance of Visual
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Clutter busting
Visuals and the future
Visuals and global advertising
The European influence
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The Function of visuals
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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
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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
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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
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Picture window
All art
Panel or grid
Dominant type or all copy
Nonlinear
Grunge
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Stages of Layout
Development
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Thumbnails
Rough Layout
Comprehensive
Mechanicals
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Printing Processes
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Letterpress
Offset lithography
Gravure
Flexography
Electronic, laser, and inkjet
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Printing Production
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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
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Film
Videotape
Digital Video
Live production
Animation
Still production
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