Wikipedia:Contents/Overview/Technology and applied sciences
Advertising & Graphic Designing
by Ibrahim Pulatharakkal Mohammed
What is " advertising" ?
Advertising is defined in Webster's dictionary "as the the action of calling something to the attention of the public especially by paid announcements, to call public attention by emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote."
Advertising is a mass-mediated communication. For communication to be classified as advertising it must be:
1) paid for,
2) delivered to an audience via mass media, and
3) be attempting to persuade.
In order to persuade, or be effective the advertisement must communicate to the audience the message it wants to relay. If for example, the advertisement is trying to sell a particular product than it must persuade the audience that for whatever functional or emotional reason they need to purchase the product.
Not only must the advertisement effectively communication the desired message, but the individual audience must be willing to "buy into" the desired message. In other words, for the advertisement to be effective, the communication must be sent and received. Advertising is a two way communication process.
The individual recipient is capable of interpreting the advertisement any way he/she wants. The individual should realize that they have the ability and the power to interpret the advertisement any way they so choose. They can either accept the message, ignore the message or rally against the message. As a matter of fact, the consumer has more power than they often realize to dictate what is communicated and what is not.
The "what" of advertising is the effective transmission of a message which stimulates the desired action i.e. purchase of a product, service, or idea. The "what" of advertising is the determination of what is the intent of the advertising? "What" is the purpose of our advertising, "what" is it that we want to communicate to the public?
The "what" of advertising is the what is our intent or purpose for this communication? But more importantly, as future advertisers we should never tire of asking ourselves "what effects do our advertisements have on society?
== What is Graphic Designing ==
Graphic design is a problem solving process, requiring substantial creativity, innovation and technical expertise. An understanding of the client’s product or service and goals, their competitors and the target audience is translated into a visual solution. This visual solution is created by manipulating and combining shape, colour, imagery, typography and space.
A good graphic design process is structured around ensuring that the client gets the highest quality solution and service appropriate to their business, marketing or communication problem. There are four major steps involved in graphic design: 1. Briefing. 2. Design. 3. Artwork. 4. Production. While the detail below explains the steps involved in the graphic design process.
1. Briefing The briefing stage may consist of either or both of the following: • Initial informal discussions between designer and client – covering project objectives, timing and budget. • Formal meetings to discuss your project in detail and clarify any technical issues including budget, timetable and corporate identity guidelines.
2. Design DevelopmentItalic text • Designer reviews the brief, background material and identity standards to ensure we understand the project context and your corporate requirements. • Designer develops the draft concepts and preliminary designs and selects the most appropriate options for further development.
Presentation • The designer presents visual solutions and explains design decisions. • The designer works with you to evaluate the visual presentation against the brief.
RefinementItalic text • Following your review and feedback, the designer amends the material as required and, if necessary, presents you with new design/s.
3. Artwork
• Prepares the artwork files and provides a proof (email or hardcopy). • Approve the artwork by signing the proof, or mark-up changes you’d like to make. • A further proof is provided if required. • Any “author’s corrections” (client requested changes to content already provided which may include additional charges).
4. Production
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• Designer forwards the artwork to the Publisher / Printer or bureau. • The designer views a Publisher / Printer or bureau proof and passes the proof on to the client for approval. • If required, do a pre “press check” of the printed sample while the job is running on the printing press.