5.1 Key points of design theory
Newspaper advertisements are mainly visual stimuli, unlike other advertising media, such as TV advertisements, which are limited by time. And newspapers can be read repeatedly, which is convenient for preservation. Due to the reasons of paper quality and printing technology, the appearance, style and color of goods in newspaper advertisements can not be accurately reflected.
5.1.1 Classification of newspaper advertisements
This kind of advertisement has a small layout and a special form. Without broad creative space, copywriting can only be focused, highlighting the name, telephone number, address and corporate sponsorship of brands or enterprises. It does not reflect the whole structure of the copy, and generally adopts a declarative expression.
newspaper eye, that is, horizontally typesetting the page on one side of the newspaper header. The layout area is not large, but the position is very obvious and eye-catching. If it is a news edition, it is often used to publish short and important news or executive summaries. This position is used for advertising, which obviously has higher attention value than other advertisements, and will naturally reflect authority, news, timeliness and credibility.
As the layout area of newspaper advertisements is small, it can't accommodate more pictures, so advertising copywriting occupies a core position and plays a decisive role.
semi-banner advertisements are generally divided into two categories: about 65mm*121mm or about 111mm*171mm. Because this kind of advertisement has a small layout, and many advertisements are arranged together and interfere with each other, the advertising effect is easy to weaken each other. Therefore, how to make advertisements extraordinary, novel and unique, and make them stand out from many advertisements and jump into the reader's sight, is the writing of advertising copy that should be paid special attention to.
there are also two types of single banner advertisements, about 111mm*351mm or 651 mm * 235 mm. It is the most common layout in advertisements, which accords with people's normal vision. Therefore, the layout itself has certain persuasiveness. From the perspective of layout area, the single-pass column is twice as large as the semi-pass column, and this change should also be reflected in the writing of advertising copy accordingly.
generally, there are two types of double banner advertisements, about 211mm*351mm and about 131mm*235mm. In terms of layout area, it is twice as large as a single banner advertisement. This provides a large space for advertising copy writing, and all the structural types, expressions and language styles suitable for newspaper advertisements can be used here.
half-page advertisements are generally about 251mm*351mm and 171mm*235mm. Half-page advertisements, full-page advertisements and cross-page advertisements are all called large-page advertisements. It is the embodiment of the strong economic strength of advertisers. It provides a broad expression space for the writing of advertising copy.
Generally, full-page advertisements can be divided into two types: 511mm*351mm and 341mm*235mm. It is the largest layout in China's single-page advertisement, giving people a broad vision and a magnificent feeling. How to effectively use the layout space of full-page advertisements and create the best advertising effect is an important task of advertising copywriting.
an advertising work is published in two or more newspaper pages. Generally, there are full-page straddle boards and half-page straddle boards. Use a computer, the software is ps.