The so-called advertising design refers to the intermediate process from creativity to production. Advertising design is a combination of five elements: theme, creativity, language, image and foil. The most [1] ultimate goal of advertising design is to attract attention through advertising.

Two forms of expression

Advertising design 1) advertising is a communication tool, which transmits the information of a commodity from the production or operation organization (advertiser) of the commodity to a group of users and consumers;

2) Advertising can be divided into public service advertising (free) and commercial advertising (paid);

3) The communication activities carried out by advertisements are convincing;

4) Advertising is purposeful, planned and persistent;

5) Advertising is not only beneficial to advertisers, but also to the target audience, which can enable users and consumers to obtain useful information.

3 basic standards

Influence (influence)

From the perspective of visual expression, visual effect is to attract readers and convey the benefits of products in their own language. A successful print advertisement should be very attractive on the screen, with scientific and reasonable colors, accurate and attractive pictures.

Information (information content)

A successful print advertisement accurately conveys the main points of interest through simple, clear and definite information content. The content of advertising information should be able to systematically integrate consumer needs, interests, support points and other communication elements.

Image (brand image)

From the perspective of brand positioning strategy, a successful print advertising picture should conform to the stable and unified brand personality and brand positioning strategy; The style and overall performance of different advertising versions under the same publicity theme should be consistent.

4 design form

4. 1 street sign advertisement

From the beginning to today, street signs have always had the same media characteristics. It is characterized by being located in the downtown area. The better the location, the more pedestrians there will be, so the effect of advertising will be stronger. Therefore, the specific environment of the street sign is the road, and its object is the dynamic pedestrians. Therefore, street sign pictures mostly appear in the form of pictures and texts, which are eye-catching and concise, making people clear at a glance and have the visual effect of quickly capturing impressions. At present, the development trend of street sign advertisements is to gradually adopt computer design and printing (or computer direct printing). Its pictures are eye-catching and vivid, with strong three-dimensional sense, which reproduces the charm of goods, and is the most effective for establishing the city image of goods (brands), and it is convenient to post and communicate. The materials used also have the functions of rain and sun protection.

4.2 Neon advertising

Neon lamp is one of the main forms of lighting advertising in outdoor advertising. Its media characteristics are to attract the attention of the audience and improve the acceptance rate of information by using new technologies, new means and new materials. Neon advertisements are generally set at the highest point of the city, the roofs of buildings and the facades of shops. It not only plays the role of street sign advertisement and signboard advertisement during the day, but also plays the role of embellishing the city night scene with its bright and dazzling colors at night.

4.3 Public Transport Advertising

Public transport advertisements, such as vehicle and boat advertisements, are widely used in outdoor advertisements, and their function of transmitting information cannot be ignored. Advertisers can repeatedly convey information to the public with the help of such advertisements, so it is a high-frequency mobile advertising medium. In particular, buses travel to and from the main streets in the city center, and advertisements are placed on both sides or before and after the vehicles, which has a wide coverage and a particularly strong advertising effect. Most of these outdoor advertisements still use traditional painting forms, combined with some computer printing and mounting methods.

4.4 Lightbox advertising

The media features of light box advertisements, lamp post advertisements, tower post advertisements, street bell advertisements and bus shelter advertisements are all that light is used to illuminate lamps, placards and flexible materials to form one-sided, two-sided, three-sided or four-sided lighting advertisements. This kind of advertisement has beautiful appearance, simple picture and good visual effect.

5. Banner ads

6. Button advertising

7. Floating advertisements

8. Vertical advertising

9. Pop-up window advertisement

10. Free time pop-up window advertisement

Advertising design includes all advertising forms: two-dimensional advertising, three-dimensional advertising, media advertising, display advertising and other advertising forms.

Publish, broadcast, set up and post advertisements in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of newspapers, periodicals, books, catalogues and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements; advertisement

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) the use of online e-mail, banners and other advertisements, a database marketing.

(9) Call center, a kind of database marketing.

(ten) the use of short messages (sms), MMS for advertising, a database marketing.

(eleven) the use of other media and forms to publish, set up and post advertisements.

(12) Some people still use oral advertisements.

5 basic classification

5. 1 by media

1. Print advertisements: including print advertisements and print advertisements. Print advertisements include newspaper advertisements, magazine advertisements, book advertisements, poster advertisements, flyer advertisements, product catalogues and organizational introductions. Printing and painting advertisements include wall advertisements, street sign advertisements, tool advertisements, packaging advertisements and calendar advertisements.

2. Electronic advertisements: mainly include radio advertisements, television advertisements, movie advertisements, computer network advertisements, electronic display screen advertisements, neon lamp advertisements, etc.

3. physical advertising: It mainly includes physical advertising, window advertisement and gift advertisement.

5.2 According to the location of advertising classification

1. On-site sales advertisement: refers to the advertisement set inside and outside the sales place. Including window advertisements, shelf display advertisements, indoor and outdoor colorful flag advertisements, cartoon advertisements, giant commodity advertisements, etc.

2. Non-sales place advertising: refers to all forms of advertising that exist outside the sales place.

5.3 According to the classification of advertising content

1. Commercial advertising: Commercial advertising is the most common form of advertising, and it is also the key object of advertising theory research. Commercial advertisements aim at selling commodities and provide consumers with commodity information.

2. Cultural advertisements: advertisements that spread science, culture, education, sports, press and publication, etc.

3. Social advertisements refer to advertisements that provide social services. For example: social welfare, medical care, social insurance, marriage, missing persons, loss reporting, recruitment, house change, etc.

4. Government announcement: refers to the announcement issued by government departments, and also has the function of advertising. For example, public information released by public security, transportation, courts, finance, taxation, industry and commerce, health and other departments.

5.4 Classification according to the purpose of advertising

1. product advertisement: an advertisement that introduces product features to consumers and sells products directly for the purpose of opening up sales and increasing market share.

Public relations advertisement: refers to the advertisement aimed at establishing a good social image of the organization, so as to increase public confidence in the organization and establish the reputation of the organization.

5.5 Classification by advertising form

1. Photo advertisement: It mainly includes photography advertisement and information advertisement. Expressed in a realistic and creative form.

2. Text advertising: refers to the form of expressing the content of the advertisement with creative words. Text advertisements can give people space for image and association.

3. Performance advertising: refers to the advertising form that uses various performing art forms to achieve the purpose of advertising through the artistic rendering of performers.

4. Speech advertising: refers to the advertising form that uses language art and skills to influence the public. It is impossible for most forms of advertisements to exaggerate advertisements in a specific range without using lobbying language, only aiming at a certain aspect or even a certain point of the enterprise or product.

5. Comprehensive advertisement: This is an advertisement that combines several advertising forms to make up for the deficiency of a single art form.

5.6 According to the stage classification of advertisements

1. Advocacy advertising: Also called original advertising, the purpose is to open up the market for a new product or guide a new concept. The point of this kind of advertisement is to let people know.

2. Competitive advertising: also known as comparative advertising, it shows the advantages of its own products by comparing with others' products, so that the public can subscribe selectively. This kind of advertisement emphasizes the uniqueness of its own products. Many countries have certain restrictions on comparative advertising in advertising legislation.

3. Prompt advertisement: Also known as reminder advertisement and memo advertisement, it means that after the goods are sold to a certain stage, the goods are well known to the public, and the names of the goods are often prompted to the public to promote the sales of the goods.

In addition to the above classification, there are many other classification methods for advertisements. According to the method of advertising appeal, advertising can be divided into rational appeal advertising and emotional appeal advertising; According to the speed at which advertisements produce effects, advertisements can be divided into timeliness advertisements and procrastination advertisements. According to the influence of advertisements on the public, advertisements can be divided into impression advertisements, explanatory advertisements and emotional advertisements. According to the target audience, advertisements can be divided into: advertisements aimed at children, youth, women, high-income class and working class; According to the requirements of advertising in communication time, advertising can be divided into opportunistic advertising, long-term advertising and short-term advertising.

5.7 How to design advertisements well

When receiving a job, please refer to the following steps:

1, what are you going to do?

2. What do you hope to achieve?

3. What would you do to achieve this goal?

4. What kind of creativity do you want to use to strengthen this purpose?

5. What design do you use to express your creativity?

6. What kind of typesetting do you use to assist your creativity?

Don't turn on the computer until these six steps are completed. Think with the simplest lines. What is a "plump" design? The meaning of "full" does not mean that a page is full.

Every design must contain an idea, which is supported by "product characteristics", "target consumer groups" and "selling points". The whole design revolves around it, unified in a center, interlocking, from shallow to deep or from deep to shallow, step by step, regular, rhythmic and focused, which can be regarded as a "complete" design. Make a "waste-free" design

Most designs consist of pictures and copywriting. Before designing, you must fully understand the copy, read it through, and then start the next step. Because the most ideal result you need to achieve (in terms of design itself) is the perfect combination of pictures and copywriting. Only in this way, the purpose of advertising will not be biased.

Move, don't let the content of the copy deteriorate, and give play to the original flavor of the advertising copy. Advertising does not allow you to have any waste (expensive).

What is design disjunction (typesetting)?

Good typesetting won't make any elements isolated and helpless. For example, if the bottom (paper) on which a good typesetting is based is removed and the main elements in the layout are moved up and down, then other elements will be greatly improved, and they are all interrelated and interactive. This also explains why the modification of any one element in the design will adjust other elements accordingly. The design is very rigorous, and there is no room for carelessness.

5.8 communication

Publish, broadcast, set up and post advertisements in People's Republic of China (PRC) through websites, newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of websites, newspapers, periodicals, books, directories and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements;

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) using other media and forms to publish, set up and post advertisements.

5.9 Creativity

With the sustained and rapid economic growth in China, the market competition is constantly expanding and escalating, and advertising design has entered a period of "intelligence" war. Advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular vocabulary in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity.

In order to better understand "advertising creativity", it is necessary to explain creativity, image, representation and artistic conception.

The "idea" of advertising design refers to thoughts and ideas. In artistic creation, concept is the idea and viewpoint to be expressed in the work and the core of the content of the work. In advertising creativity and design, creativity is the theme of advertising, which refers to the idea that advertising wants to explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed by means of tangible things. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it should accurately reflect the essential characteristics of the things being represented, on the other hand, it should be understood and accepted by the public. At the same time, the freshness of the image is also very important. In advertising creative activities, creators should also strive to find suitable artistic images to express the ideas of advertising themes. If the choice of artistic image is unsuccessful, it will be impossible to inspire regret and convince consumers through the communication of ideas.

An objective image that conforms to the idea of the advertisement creator and can be used to express the characteristics of goods and services is called representation when it is not used as a concrete form of expression. Representation should generally be familiar to the advertising audience, preferably an objective image that has been generally defined in real life and can cause some common association.

The image formed in people's minds, through the creator's feelings, emotional experience and understanding, penetrates into the certain meaning of subjective feelings and emotions, and is transformed into an image through certain association, exaggeration, concentration, distortion and deformation.

Once the image is transformed into an image, it has a specific meaning and subjective color. The image reflects the objective things and the creator's ideas in different degrees, and the audience's feelings it can arouse will be different. Using images to reflect the style and degree of objective things is artistic conception. That is, the realm that images can reach. Artistic conception is an important index to measure the quality of artistic works.

5. 10 principle

The originality principle of advertising creativity. The so-called creative principle means that advertising creativity should be brave, innovative and creative, instead of sticking to the old rules. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty is to attract attention, and its unique charm will arouse people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the psychological ladder goal of advertising communication.

The principle of effectiveness of advertising creativity. Originality is advertising creativity?