Can the question be more specific? It's a bit confusing! ~?
There is a good website that should help you. There are many advertising posters. The name of the website is Top Copywriter! ?
the elements of poster advertisement can be divided into verbal and nonverbal parts. The written language part includes headline and body? Text), slogan, trade name and company name, etc., and the non-verbal part includes trademark, illustration, colour, etc.
In poster advertising design, when to emphasize the elements of written language and when to emphasize the elements of non-written language depends on different appeal conditions. According to the research of Professor Watson Dean, director of the advertising department of Illinois State University in the United States, the following six aspects are worth noting:
First, when the products to be sold pay attention to appearance, it is necessary to emphasize the non-verbal expression of posters. For example, in fashion poster advertisements, because there are no proper words to reproduce the exact style of a fashion, the buyers pay attention to the fashion style, which requires the use of illustrations and colors to attract consumers.
second, if you want to make the product cause people's emotional association, you should emphasize the non-verbal expression of the poster. For example, perfume poster advertisements mainly rely on picture layout, illustrations, colors and so on to render the romantic feelings and moving charm of perfume, which cannot be fully expressed in words.
thirdly, when the product pays great attention to facts, it is necessary to emphasize the expression of the written language of the poster. For example, when consumers buy an air conditioner or a car, they generally ask the seller to provide some factual information, including product specifications, instructions for use, etc., which can be fully expressed by the written language in poster advertisements.
fourthly, in the poster advertisement description, if the narrative part is very important, the written language part will become more and more important. Sometimes, in order to make the characters, scenes, products and results in advertisements attractive, it is very useful to use text descriptions.
Fifth, new products need to emphasize the expression of written language in poster advertisements. For new products, people often ask many questions in their minds. What is the new product? How to use? What kinds are there? Who is suitable for it? Only the expression of written language can answer these questions.
six is when you want to emphasize the action to be taken. It is best to use words to explain. For example, poster advertisements for sales with prizes, poster advertisements for giving away products, etc., the expression of words is the most important.
(1) the title of the poster advertisement
The Headline is also called the offending sentence. The title of the poster advertisement is a short sentence that expresses the theme of the advertisement. It is a part of the advertisement copy and should be placed in the position that can be noticed as soon as possible. Headlines have the visual effect of graphics and the explanatory effect of copywriting. Therefore, we should not only pay attention to the choice of headline font, but also pay attention to the readability of copywriting content.
the first function of a headline is to attract readers' attention, the second function is to guide readers to choose the right buying direction, and the third function is to guide readers to read the advertisement text in China. In most poster advertisements, the headline is at least five times more efficient than the text.
There is a popular saying in the advertising industry: "If the headline fails to speak freely, it is equivalent to wasting 81% of the advertising fee." It can be seen that the title plays an important role in advertising. Of course, not every poster advertisement must have a title. Sometimes, other components in the advertisement can complete the function of the title more effectively. In this case, why not consider omitting the title? However, only a few poster advertisements can encounter this situation, and most poster advertisements are still inseparable from the title.
titles can generally be divided into direct titles (direc? Headline), indirect title (indirect? Headme) and comprehensive title (combination? Headline) three kinds; According to the text form of the title, there are five kinds of titles: narrative title, decorative title, questioning title, named title and fuzzy title. According to the content of the title, there can be three kinds of titles: commodity name title, commodity sales base title, and title * * * indicating one or more commodity names and sales base.
The comprehensive title can combine the advantages of the two titles, make the meaning clear and interesting, and it is also a commonly used title form. ? The title of poster advertisement should be determined according to the actual target needs, the length is long and the short is short. Sometimes, in a lot of advertisements with short headlines, a long headline advertisement occasionally appears, but it will have a prominent advertising effect. For example, the advertisement of Shunfeng brand car, which created a title of more than 111 words in a lot of short advertising headlines to promote cars, played a remarkable role. However, sometimes only one word is used as the title, but it can make the advertisement powerful. For example, the fishing boat hull factory of General Motors of the United States only uses one word "win" in the advertisement title, which has a good advertising effect. ? There are many poster advertisements with one or more sub-headings besides a main heading. When the main headline expresses a fascinating idea, it may be necessary to use one or more subheadings immediately below to give play to this idea. It is important that the main title and subtitle should be integrated with illustrations, text arrangement, etc., and give full play to the power of the whole, rather than applying it in isolation.
(2) The body of the poster advertisement
The body? Text) is also called explanatory text. The text in poster advertisement can also be called advertising article, which is the display of the title and the detailed explanation of the title. In a poster advertising work, all elements are very important, but what ultimately reflects the advertising content is often the text (except for posters with illustrations), which can satisfy consumers' curiosity and urge consumers to take purchase actions. Generally speaking, the text of poster advertisement is a short essay that drives readers to the advertising goal. It should arouse readers' interest through suggestions and provide readers with absolutely reliable information, so that readers can have confidence in the product and accept the product image introduced in the text. ? According to its genre, style and techniques, the text in poster advertisements can be divided into several categories, such as explanatory, humorous, descriptive, certificative, conversational and narrative text. However, it should be noted that in practical work, the author of the text does not consider which category to choose first, but how to make the text more interesting, moving and convincing. Therefore, the written text may be of a certain category or a combination of several categories. However, it is helpful for beginners to divide the text into various categories, which helps novices to organize advertising ideas and imagine various possible forms to express them.
(3) slogan of poster advertisement
Slogan, also known as "slogan", is a complete short sentence showing the nature of goods and the style of enterprises. Structurally, slogans are very similar to titles. In fact, many slogans have evolved from titles. The use of slogans pays more attention to maintaining the continuity of an advertising campaign, which can last for one year, several years or even longer. Slogan sentences are short, and English slogans generally have only a few words, and rarely have ten words. Slogan words should be catchy and easy to remember. In order to make the slogan play its greatest role, it must be consistent with the purpose of the advertisement itself Therefore, it is best to change the slogan wisely when the purpose or propaganda method of advertising changes. Poster advertising slogans can be divided into two categories, one is to emphasize the slogan that is good for consumers, and only by providing some benefits to consumers can there be a market for products. The writing of slogans is to try every means to show the advantages of products and the benefits to consumers dramatically through some attractive words. For example, the slogan of Colgste toothpaste abroad is "Clean your teeth and breathe clearly", and the slogan of Pepsodent toothpaste is "Strange, where are all the yellow dental spots". These two advertising slogans respectively indicate the advantages of toothpaste by direct statement and implicit statement. Sometimes slogans emphasize the benefits of enterprises to consumers, rather than the advantages of products, such as the slogan of Ohrbach's company: "Millions of businesses, tiny profits". The slogan of another kind of poster advertisement is a slogan that encourages consumers to take buying action, such as the slogan once used by Pepsi-Cola Company in the United States: "Try the king of cold drinks". There are also some enterprises that adopt the comprehensive form of the above two types of slogans, such as the slogan of the American 7-up soda company: "Please drink 7-up, clear your brain and refresh yourself". ? Poster advertising slogans can be placed anywhere in the poster layout. If it is placed in the eye-catching position, it can be used instead of the title, while the poster advertisement title can only be placed in the eye-catching position. In addition, the slogan of poster advertisement can become a "trademark of written language" after repeated use, while the title of poster advertisement is a sentence that attracts consumers' attention and then induces consumers to care about the text and other contents of poster advertisement. Also, poster advertising slogans are more used for "impression advertising" and less used for "talking advertising"; Poster advertising titles, on the other hand, are generally used for "persuasion advertising" and less for "impression advertising".
(4) brand name and company name of poster advertisement
brand name (brand? Name) is a combination of several characters, which must be understood as a whole. The combined characters are also called "synthetic characters" or "logotype". There are many sources of brand names, and some use company names, such as Coca-Cola, which are both brand names and company names. Some adopt people's names, such as Li Ning brand sportswear; Some use creative words, such as Kodak film, whose original English words are meaningless, but easy to pronounce and remember; Some use common words, such as SPRITE, which means sprite and monster in the original English. It has nothing to do with soda products, but it is easy to read and remember. The company name is not as important as the brand name. For example, American Camel brand cigarettes are very famous, but consumers don't all know that its production unit is Renault, which doesn't matter, as long as it can make Camel brand cigarettes sell well. From the perspective of poster advertising design, we should first pay attention to which brand name or company name is more suitable for communication requirements, that is to say, we must consider the effect of conveying information from three aspects: brand name, company name's word meaning, pronunciation and book style, and must be pleasant to listen to, easy to write, good to look at, easy to remember and easy to read. In poster advertisements, the brand name should be located in a more important position, while the company name is generally located in a less important position such as the bottom of the page. In order to meet the needs of the overall layout, other elements such as company address and telephone number can be arranged below or around the company name (sometimes it can be omitted according to the situation), so that the layout of poster advertisements is clear-cut, concise, unified, neat and beautiful.
(5) trademark of poster advertisements
As its name implies, it is a commercial sign and symbol, which is the guarantee of the quality of goods or business operations, and is the difference and beauty. The form of trademark design can be taken from Chinese and English characters of brand name or company name and visual symbol mark (Visual? symbol）。 The so-called visual symbol marks refer to the changing forms of animals, plants, figures, geometric patterns, etc. According to this changing form, the unique business ideas and spiritual culture of enterprises are expressed through visual graphics with profound meanings, or the long historical tradition or unique geographical environment of enterprises and brands are emphasized, or the literal meaning of enterprises and brands is transformed into figurative graphics.
(6) Illustrations of poster advertisements
The note-absorbing function of illustrations mainly refers to attracting consumers' attention. Some people in the American advertising industry invented the "principle of least effort in reading" of illustrations. That is, it takes less effort to look at a poster advertisement than not to look at it. He assumed that consumers were psychologically bored with all advertisements, but suddenly saw advertisements when they didn't intend to see them. The wonderful illustrations in advertisements made consumers forget that he didn't come to see advertisements, just like Alice fell into the abyss, but in the abyss, consumers discovered the truth and acted according to it. This is how you should let consumers fall and then climb up with you.
The reading function of illustrations mainly refers to quickly and effectively conveying the contents of poster advertisements. The best poster advertisement illustrations should be concise and clear, which is convenient for readers to grasp the key points. Some foreign advertising illustrators use the Tibetan method to test the expressive ability of advertising illustrations, that is, to cover up the text and title of advertisements, so that readers can only see the illustrations and see if they can understand the content of advertisements. Good illustrations often have the power to take effect in three seconds.
The inductive function of illustrations refers to grasping consumers' psychological reaction and drawing attention to the copy. Good illustrations should be able to link the advertising content with consumers' own reality, and the illustrations themselves should fascinate and interest consumers. The pictures should be strong enough to make consumers want to know more about the details of the products and induce consumers to turn their attention from illustrations to copywriting.
The images shown in poster advertisements include the product itself, a certain part of the product, the product to be used, the product in use, the experimental control product, the distinctive features of the product, the benefits that can be obtained by using the product, the possible consequences that will be brought by not using the product, and the testimony legend.
The expression methods of poster advertisement illustrations mainly include photographic illustrations, painting illustrations (including realistic, purely abstract, new figurative, cartoon-like, graphic, etc.) and three-dimensional illustrations.
Photographic illustration is the most commonly used illustration, because ordinary consumers think that photos are authentic and reliable, and it can objectively represent products.
The biggest difference between photographic illustrations as poster advertisements and general artistic photography is that they try to express the characteristics of goods and expand the realism of products, while artistic photography often weakens some real characteristics of the subject in pursuit of a certain artistic conception.
As a poster advertisement, it is best to shoot the photographic illustrations with a 121 single-lens reflex camera. According to the requirements of different themes, some commonly used lenses, such as wide-angle lenses, telephoto lenses, macro lenses and close-up lenses, should be equipped. The photographic illustrations of posters generally use color reversal films to ensure the quality of printing and plate making. Most of the photographic illustrations of poster advertisements are made indoors, and the background should be arranged manually to contrast the main subject. The spare background materials include woolen cloth, velvet, cloth, paper, etc. Of course, we can boldly try out the wall covering and linen materials that have appeared in the market at present, and if possible, we can also use slide backgrounds. Their advantage is that they can meet the requirements of advertising creativity without being affected by time, place and climate.
Drawing illustrations are somewhat subjective to the author, and they have the personality of free expression, which can be freely expressed and dealt with in fantasy, exaggeration, humor, emotion or symbolic situations. As an illustrator, you must completely digest the theme of advertising creativity and have a deeper understanding of things in order to create excellent illustrations. Since ancient times, paintings and illustrations have been done by painters. With the expansion of the design field, the illustration skills have become increasingly specialized, and now the illustration work has already been done by specialized illustrators.
Ink-jet painting is the most commonly used technique in painting illustrations. It is a technique that paints through a pen by using the air delivery of an air compressor. It is characterized by no brush strokes caused by ordinary painting, natural picture transition and high application value. ? Comic card