Media advertising work
Print advertisements generally refer to poster advertisements, POP advertisements and newspaper and magazine advertisements.
There are also light box advertisements.
As far as its form is concerned, print advertising is just a way to convey information, a medium between advertisers and audiences, and its result is to achieve certain commercial or political purposes. In countries with rapid economic development, advertising is indispensable. Of course, as a special product of modern human life, there are different opinions, but we should face up to the fact that in daily life, we may receive advertising information at any time, and we will see advertisements everywhere when we open newspapers, turn on TV and surf the Internet. It can be said that it has penetrated into all aspects of our lives. People in modern cities are used to such a life.
Modern advertising has a history of one hundred years since it developed in the middle of19th century. After industrial revolution in europe, with the development of printing technology, rigid color separation printing technology of color slate and screen was widely used. The rapid development of economy has brought about the prosperity of the market, and people's demand for advertisements has also greatly increased, which has laid the foundation for the rise of modern advertisements. With the emergence of radio and television, the forms of advertisements are diversified and three-dimensional. Nowadays, advertising has matured in developed countries and has formed a complete system in theory and practice, which plays an important role in economic and political life. Faced with numerous advertising forms, a professional engaged in graphic design should have a basic understanding of advertising as a whole, so as to grasp the characteristics of different advertising forms and give full play to their respective advantages.
Generally speaking, advertisements can be divided into media advertisements and non-media advertisements. Media advertisements refer to advertisements that spread information through the media, such as TV advertisements, newspaper advertisements, radio advertisements and magazine advertisements. Non-media advertising refers to the forms of advertising media directly facing the audience, such as street sign advertising, plane poster advertising, point-of-purchase advertising in commercial environment, etc. Different advertising forms have different design requirements.
Graphic advertising design plays an important role in non-media advertising, and it is also a course that must be mastered in learning graphic design, both in form and content. The forms of expression can be varied, unlike painting, which is not limited by a certain media. Painting, photography, collage, I can use all kinds of forms, realism, freehand brushwork, abstraction, and various means have their own strengths. This is not because print advertising design has distinct personality, because advertising creation is a fashion art, and its works should reflect the trend of the times. Designers should keep professional sensitivity, absorb nutrition from different art forms, and create works that conform to popular aesthetics and the trend of the times. Advertising is also very extensive in content, ranging from national policies to a commodity, which can be the object of performance. The specific content can be political propaganda, environmental protection, culture and sports, film and television dramas, drinks and food, household appliances, tourism and so on. This list can be a lot, and it seems a bit complicated. I also try to divide the content into several categories, such as culture and commodities. In fact, when we face an advertising work, you will find that the content is not independent. For example, commodity advertisements can be advertised from the perspective of the environment. So there is no need to divide the content too clearly. If we put a specific content in a fixed range, it may limit our creative thinking. The reason for listing this way is to illustrate the scope of print advertising design, which pays attention to people's lives from different angles, which is why we say that it plays an important role in non-media advertising.
After a preliminary understanding of the nature, form and content of print advertisements, we should understand their basic creative laws. Generally speaking, print advertising creation includes two aspects, namely creativity and performance. Creativity refers to thinking ability, and performance refers to modeling ability. They are different in concept, but they are unified in the process of creation. There is a simple reason. Only one idea, no modeling ability. No matter how good the idea is, it is impossible to show it. On the other hand, without creativity and aesthetic consciousness, its idea is absurd and infeasible. In addition, it can't be called advertising design only by modeling ability and lack of creative thinking, because advertising has strong functionality, and its most basic function is to convey information. How to convey this information reflects the ability of creative thinking. Modern advertising is not only a simple informing function, but also a unique creative thinking and proper expression, which is the key to the success of advertising. Therefore, there are both differences and unity between them, and the cultivation of these two abilities is very professional.
[Edit this paragraph] Requirements for print advertisements
Design is purposeful planning, and graphic design uses visual elements (words, pictures, etc.). ) to spread the ideas and schemes of advertising projects and express them to target customers through visual elements.
The appeal point of advertisers. In addition to inspiration, the quality of graphic design is more important to accurately express complaints and meet the needs of business.
Print advertising, if defined from the concept of space, generally refers to the existing advertisements of various advertising media that convey visual information in two dimensions: length and width; If defined from the mode of production, it can be divided into three forms: printing, non-printing and photoelectric; If defined from the place of use, it can be divided into three forms: outdoor, indoor and portable; From the design point of view, it includes elements such as copywriting, graphics, lines, colors and arrangement. Print advertising has become one of the main means of advertising because it conveys simple and clear information and can instantly grasp people's hearts. Print advertising design needs centralized and symbolic means of expression in its creation. An excellent print advertisement design is full of the freshness of the times, and has a unique expression and feeling in design.
Whether the advertising design is excellent or not plays a key role in the accuracy of advertising visual communication information, and the deepening and visualization of advertising planning is an indispensable and important link in advertising activities. The ultimate goal of advertising is to pursue advertising effect, and the key to advertising effect lies in the success or failure of advertising design. The task of modern advertising design is to convey the information of goods or services clearly and accurately through fascinating artistic expression according to the requirements of enterprise marketing objectives and advertising strategies, and to establish a brand image and corporate image conducive to sales.
[Edit this paragraph] Elements of Print Advertising
The composition of print advertisements is composed of points, lines and surfaces.
Excellent print advertising works should be a harmonious combination of point, line and surface. It's the same. It feels no different. Suitable for promotion.
It can also be said that it is a map and a copy.
The combination of pictures and copywriting is concise, in order to meet the requirements of designers and demanders.
[Edit this paragraph] Print advertising design software:
Print advertising design software
Main contents: Photoshop, Illustrator, PageMaker, Freehand, CorelDraw and other design software commonly used by advertising companies.
Photoshop: Learn the comprehensive application of image processing, editing, channels, layers and paths; Correction of image color; The use of various special effect filters; The generation of special words; Image output and optimization, etc. Flexible use of layer styles, fluid deformation, fading and masking to create ever-changing image special effects.
PageMaker: Learn the basic rules, usage and skills of typesetting design, the use of toolboxes and shortcut keys, menu functions and operation skills, matters needing attention in the output of publications, books, publicity color pages and films, and advanced professional typesetting methods such as newspapers and magazines.
Illustrator: Learning graphic drawing, packaging and making publicity pages will make it easier for you to design LOGO and CI. In less than a month, you will become a real artist. Learning on the basis of Photoshop will be more powerful and the efficiency will be doubled.
Freehand brushwork: whether it is personal work design, company logo, poster production, it can be easily completed and applied to advertising, printing and other industries.
CorelDraw: Incorporate all aspects of CorelDRAW9' s design and web page functions into the existing design scheme, make vector illustrations, designs and images, and design company logos, briefings, color pages, manuals, product packaging, logos, web pages, etc.
The key to graphic design is to have a bold attempt.