Leading

Leading

TrackingKerning

TestimonialTestimonial

DemonstrationDemonstration

Slice of lifeSlice of life

Emotional S

ell

Emotional S

ell

First Printing First Printing Press - 1455Press - 1455

Johannes Johannes GutenbergGutenberg

1st printed book1st printed book

The BibleThe Bible

Movable type was set by hand in large flats. Typesetters loaded Movable type was set by hand in large flats. Typesetters loaded them into galleys one row at a time. Rolled ink on the galleys and them into galleys one row at a time. Rolled ink on the galleys and pressed paper on top, one sheet at a time. Very slow and labor pressed paper on top, one sheet at a time. Very slow and labor intensive process. Expanded literacy ushered in the Renaissance.intensive process. Expanded literacy ushered in the Renaissance.

Letterpress PrintingLetterpress Printing

Until 1880s, typesetters loaded type blocks into wooden galleys

Now with computers typesetting is possible on the desktop

Typographic Typographic terms come terms come from the early from the early days of days of Letterpress & Letterpress & then Linotype then Linotype printing -(1906 printing -(1906 offset press offset press created hot created hot type slugs from type slugs from metal)metal)

Point size - the height of Point size - the height of the printing block that the printing block that held the letter back in the held the letter back in the days of metal type.days of metal type.

72 points = 1 inch72 points = 1 inch

Serif typeSerif type Sans Sans SerifSerif

BoldBold

ItalicItalic NoveltyNovelty

CursiveCursive

LeadingLeading

TrackingTracking

Kerning

Horizontal space between letters.Horizontal space between letters.

Slide 4

Vertical spacing between lines of type.Vertical spacing between lines of type.The distance between baselines.The distance between baselines.

Vertical spacing between pairs of letters.Vertical spacing between pairs of letters.

It is also measured in points.It is also measured in points.

TightTightL o o s eL o o s e

AW AW

Use Use Typestyles toTypestyles to

convey an convey an imageimage

and/or mood:and/or mood:

••LogosLogos

••AdvertisingAdvertising

••Posters Posters

••Headlines/Headlines/TitlesTitles

1950s1950s

20002000

Type styles Type styles communicatcommunicate a message e a message beyond the beyond the wordswords

1950s1950s

20022002

Lifestyle

Lifestyleirony

Opening

TestimonialTestimonial

DemonstrationDemonstration

Slice of lifeSlice of life

Emotional S

ell

Emotional S

ell

Commercial Commercial businesses, political businesses, political parties use persuasive parties use persuasive techniques to urge techniques to urge people to buy their people to buy their products, elect their products, elect their candidates. candidates.

Difference:Difference:

Freedom of choice - People Freedom of choice - People who have access to many who have access to many sources of information can sources of information can make independent make independent decisions.decisions.

PersuasionPersuasion

Government-Government-sponsored sponsored misinformation - misinformation - Designed to coerce Designed to coerce people to people to believe/think/act a believe/think/act a certain way.certain way.

Danger:Danger:

Government controls Government controls military & information military & information sources - no free choice.sources - no free choice.

PropagandaPropaganda

Hitler v

s. Coke

Hitler v

s. Coke

SovietSovietPropagandaPropaganda

“We will not let you do a bad job.”

“We will not let you do a bad job.”

“Our Fatherlandis being torn apart”“Our Fatherlandis being torn apart”

Vladimir LeninVladimir Lenin

AdvertisingAdvertisingCoca-Cola Coca-Cola

Worldwide salesWorldwide salesPlastic Surgery

Persuades people to buy - creates needsPersuades people to buy - creates needs

Number of surgeries is 17 times what it was just a decade ago.Number of surgeries is 17 times what it was just a decade ago.

Public ServicePublic ServiceAnnouncementAnnouncement

U.S., 2002U.S., 2002

Propaganda or Persuasion?Propaganda or Persuasion?

Know your target marketKnow your target market

ResearchResearch U.S. companies spend $400 billion a year on advertising research

U.S. companies spend $400 billion a year on advertising research

Demographics: Age, gender, income,educationDemographics: Age, gender, income,education

Media habits: What do they read, watch, listen to?Media habits: What do they read, watch, listen to?

Lifestyle: How do they live, what are their attitudes?Lifestyle: How do they live, what are their attitudes?

Focus groups, trend spotters, surveysFocus groups, trend spotters, surveys

Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull.

Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull.

Got Milk?campaignmade milk drinking cool by using celebrities

Got Milk?campaignmade milk drinking cool by using celebrities

Milk consumptionRose for 1st time since 1969

Milk consumptionRose for 1st time since 1969

If cool people do it - it must be cool.If cool people do it - it must be cool.

Subtext: Every ad has underlying implied message

Subtext: Every ad has underlying implied message

Get you to recall product/brand positivelyGet you to recall product/brand positively

1. Demonstration/Hard Sell2. Testimonial3. Transfer4. Bandwagon5. Slice of Life6. Lifestyle

*Ironic*Emotional

1. Demonstration/Hard Sell2. Testimonial3. Transfer4. Bandwagon5. Slice of Life6. Lifestyle

*Ironic*Emotional

Subtext: Every ad hasan underlying message that is implied - never stated directly.

Subtext: Every ad hasan underlying message that is implied - never stated directly.

Shows product being used, emphasizes product effectiveness, lists product benefits, uses repetition of name.

Shows product being used, emphasizes product effectiveness, lists product benefits, uses repetition of name.

Subtext: This product /service worksSubtext: This product /service works

Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product.Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product.

Subtext - You can be as beautiful/cool as the celebrity if you buy this.Subtext - You can be as beautiful/cool as the celebrity if you buy this.

Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product.Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product.

Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.

Slide 19Slide 19

Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon. Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon.

Subtext - Everybody’s buying it, you should too.Subtext - Everybody’s buying it, you should too.

APPLE’SSwitchAds

APPLE’SSwitchAds

Tony HawkTony Hawk Kelly SlaterKelly Slater

Tells a story complete with characters, a setting and a conflict. Tells a story complete with characters, a setting and a conflict.

Used especially in television commercials

Used especially in television commercials

Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.

Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.

Uses words and images filled with emotional power to make consumers feel emotions and link them to the product.

Uses words and images filled with emotional power to make consumers feel emotions and link them to the product.

Subtext: You will feel like this if you use the product.

1. Conversational - tone of voice

2. Personal/Informal - use direct “you”

3. Specific - state benefits exactly

4. Concise - every word should count

5. Positive - associate product with good feelings

1. Conversational - tone of voice

2. Personal/Informal - use direct “you”

3. Specific - state benefits exactly

4. Concise - every word should count

5. Positive - associate product with good feelings

Opening:Grab viewers attention (headlines & visuals)

Opening:Grab viewers attention (headlines & visuals)

Middle: Body of ad should create desire, increase interest in the product.

Middle: Body of ad should create desire, increase interest in the product.

Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan.

Closing: Clearly state what you want audience to do. Leave a lasting impression on memory. Use logo & slogan.