Whichever style an advertiser chooses, a variety of standard layouts
are available. Five of the most used print advertising layouts are illus-
trated in Figure 17.1. In the picture-window format, the illustration
is the dominant element. This layout gets its name from department
store display windows, in which the store presents samples of some of
its best offerings.
A copy-heavy format emphasizes words rather than visuals.
Because the copy is the dominant element, these ads seldom enjoy
high readership. However, they may be the best choice for the adver-
tiser with a good deal of detailed information must be given. In a copy-
heavy format, the copy blocks often are broken up with initial caps
(the first letter in a paragraph is made larger and bolder), tool lines
(black lines of varying thickness and length), extra white space, bold
type and subheadings (smaller headlines that expand on the main
headline’s message).
The type-specimen format usually has little copy and wants to
“shout” something to the reader. The main elements in this format—the
elements that give the ads a sense of immediacy and newsworthiness—
are the headline and the subhead.
Another layout that seems to be shouting at the reader is the cir-
cus format. You may have seen this format used by a grocery store.
Visually it is very busy, filled with headlines, small illustrations and
copy blocks. The designer must consider weight, balance and eye
focus, or the ad will push away potential readers. The often unorga-
nized look of the circus format can give an impression of the business
as being low in quality.
In the multipanel format, as in the picture-window format, the
illustration is the key. The multipanel format, however, includes at least
two dominant illustrations. It is a good approach for products that don’t
need much copy.
Now you know that ads share basic elements and that it’s beneficial
for designers to grade these elements by importance. You also know that
there are formal and informal ad styles and that several standard layout
formats can be used in each of these styles. You might not know where
to begin, though, when the time comes for you to actually sit down and
design an ad yourself. Fortunately, design software can be a great help in
ad design.Desktop Publishing
Most schools have computers with design programs. Today, the most
commonly used programs in high schools are Adobe InDesign and
QuarkXPress. These programs can seem very complex if you're not famil-
iar with them, but most have step-by-step tutorials that can show you
how to use their many functions and features.Page Design Regardless of which design program your school’s
computers have, most recommend typing text in a document using a
word processing program and then exporting the text to a design page.
This approach is much easier and quicker than using the often clumsy
and slow word processing available in many page design programs.(^386) PRODUCING THE NEWS
picture-window format
a standard print advertising
layout in which the illustration
is the dominant element
copy-heavy format
a standard print advertising
layout that emphasizes words
rather than visuals
tool line
a black line that can vary in
thickness and length from use
to use in a print advertisement
type-specimen format
a standard print advertising
layout that usually has little
copy and wants to “shout”
something to the reader.
Its main elements are the
headline and the subhead
circus format
a standard print advertising
layout that is visually very
busy and filled with head-
lines, small illustrations and
copy blocks
multipanel format
a standard print advertising
layout that has at least two
dominant illustrations