After typing and saving the copy, open up the design program. Request
a page size compatible with your publication’s page size. Using the pro-
gram’s ruler or measuring stick to guide you, first draw a box that’s the
correct size of the ad. While the box is still highlighted, you can change its
look and thickness simply by requesting another line choice. Experiment
until you find a box that will work well with your ad.
Before bringing the text in from the word-processing program, it’s
important to adjust the page’s columns or gutters (the vertical areas on
the page that separate the columns of type and over which most copy
should not run) until they are just inside the box’s vertical lines. Placing
the columns or gutters inside the box will prevent the copy from bump-
ing into the box, making the copy hard to read. Now place or import
your body copy into the box. After it has been placed, you might need to
enlarge or shrink the typesize so that the ad fits in the box.Type Fonts Experiment with the typeface or font (the actual
design or look of the letters) to change up the style of the ad. Some
fonts, such as Park Avenue BT, Comic Sans MS and Embassy BT resemble
cursive handwriting. Other fonts have a more casual and playful air,
such as Freestyle Script, Comic Sans Serif or Columbo. Some of the most
commonly used design fonts are Helvetica, Arial, Times and Times New
Roman because they are clean and easy to read. Be sure, however, to use
a font that fits the style of the business being advertised and that serves
the purpose of the ad itself. In general, try to avoid fonts named after
cities or places. These are bit-mapped fonts that will appear jagged when
printed.
Here is an example of a bitmapped font:Artwork After you’ve chosen a font that is both stylish and appro-
priate, it’s time to add the artwork. Use your computer, or print an incom-
plete version of your ad with a blank space where you will glue on the
artwork yourself. If your school has a scanner, try scanning the business’s
logo or artwork, and then place it directly on the computer layout. This is
less messy than the cut-and-paste technique. Is also gives you more flex-
ibility in placement and sizing.
Sometimes the business will offer you the option of taking a photo-
graph or using artwork. Whenever possible, choose photographs. Be
sure to include students from the school in them. (You’ll need a press
release from each student. A press release grants you permission to use
the photo for your publication.) Photos with familiar faces almost always
do a better job of grabbing the reader’s attention.
When you’ve completed the ad, save a copy of it on the computer.
Make photocopies for the advertisers and yourself. Before sending the ad
to the advertiser for approval, ask yourself if you’ve included all the neces-
sary copy information, as well as the business’s address, phone number
and hours. Also ask yourself if you’ve included all the basic elements in
the ad; if each element complements the others; and if the layout, font
and artwork choices you’ve made attract the attention of the reader and
reflect the style of the advertiser.(^388) PRODUCING THE NEWS
OutTake
Mixed Messages
Sometimes advertisements
send messages that are not
intended, and the results can
be devastating. The maga-
zineNew York listed a few of
these controversial ads:
- A supermarket chain pulled its
TV ads that used produce to
represent people. In the ads,
they used a cantaloupe to
represent a bald man, a cau-
liflower for an aging woman,
and an eggplant for a black
man. Several viewers com-
plained that melanzana, the
Italian word for eggplant, is a
racial slur against blacks. - Both Union Bay and Reebok
pulled ads after complaints
that they depicted people who
weren’t using their products
bungee-jumping to their deaths. - An electronics store was
accused of promoting child por-
nography when its ad for video
cameras showed a father film-
ing his son, who accidentally
drops his bath towel. - Superman, it seems, isn’t
immune to offending the pub-
lic either. When DC Comics
announced the imminent death
of the superhero, the company
was criticized for saying his
killer was an escapee from an
insane asylum.