• Parts of an Ad:
    1. copy
    2. visual
    3. headline
    4. caption
    5. signature
    Types of Ads:
    macys make wish   ogilvy    starbucks

    1. Ogilvy - elements are arranged in the following order:

    • visual
    • caption
    • headline
    • copy
    • signature

    2. Z Layout
    Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z. This arrangement coincides nicely with the Ogilvy layout where the visual and/or headline occupy the top of the Z and the Signature with call to action are at the end of the Z.

     single vsiual ex.   single vis ketchup

    3. Single Visual Layout
    Although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts use one strong visual combined with a strong (usually short) headline plus additional text.

    4. Illustrated Layout
    Use photos or other illustrations in an ad to:

    • show the product in use
    • show the results of using the product or service
    • illustrate complicated concepts or technical issues
    • grab attention through humor, size, dramatic content
     top heavy left   macys    ford   heinz

    5. Top Heavy Layout
    Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space, with a strong headline before or after the visual, and then the supporting text.

    6. Upside Down Layout
    If an ad is well-designed, it will look just as good upside down. So, turn it upside down, hold it out at arm's length, and see if the arrangement looks good.