THE MAKEUP
Most of you know when a new student enrolls in your class. There’s
a new face in the crowd, and like it or not, your first impression of
that face will go far in determining how you will treat that person in
the future. Teenagers, though, don’t need a study to tell them how
important it is to make a good first impression. Advertisers also know
that good makeup or design can help create a positive first impression
of their products.Parts of an Ad
Most advertisements, like most people, start out with the same
basic parts or elements. Whereas people usually have arms, legs, eyes,
a mouth and hair, ads usually have a headline and body copy (which
supports and expands on what the headline says). They usually include
a photograph or illustration and a logo (an easily identifiable “flag”
that can combine art and copy and that is associated with the prod-
uct—McDonald’s golden arches, for example). In addition, ads often use
a slogan (a short, catchy phrase that helps the audience identify the
product—Nike’s “Just Do It,” for example). How these elements are pre-
sented helps determine an ad’s success or failure. An advertiser applies
good design and layout concepts to these elements in order to make the
ads memorable.
The parts or elements of an ad vary in importance. Recognizing this
fact will aid the ad’s designer in emphasizing the right things. Say there’s
a great sale at the local music store. The headline, which will mention
the sale, should be highly ranked and given much space in the ad. If
Chevrolet is introducing its newest model, in contrast, a photograph of
the car should receive top billing.
After deciding which elements are most important, the designer
needs to consider the different ways to make an ad visually striking. A
memorable ad, in addition to being simple and readable, often includes
vivid photographs or artwork; wise use of white space; creative borders
around the ad; and a bold, eye-catching headline. Even the ad size can
make a difference in its effectiveness. Clearly, each of these design ele-
ments can pull a reader’s eyes through the ad. How they are put together,
though, is another decision that must be made.Balancing the Elements
Just as different branches of the federal government have ways of
balancing the powers of other branches, the individual elements of
an advertisement can help balance one another as well. “Heavy” ele-
ments (large, bold type; dark colors; and strong, well-defined shapes)
are softened and balanced by “lighter” elements (smaller type, subtle
shading, and smaller photographs or artwork). Light elements placed(^384) PRODUCING THE NEWS
body copy
the text of an ad, which sup-
ports and expands what the
headline says
logo
an easily identifiable “flag”
in an advertisement that may
combine art and copy and
that is associated with the
product
slogan
a short, catchy phrase that
helps an ad’s audience
identify the product