ELEMENTS OF PRINT AD

SADAF ZUBAIR
SADAF.ZUBAIR@UMT.EDU.PK
ELEMENTS OF PRINT AD

 Logo
 Slogan
 Tagline
 Headline
 Body Copy
 Images/ Background
 Contact Info
ELEMENTS OF PRINT AD

 The most important part of the print ad is the logo.

(A logo is a graphic mark, emblem, or symbol used to aid and
promote public identification and recognition. – Wikipedia). Logo is
placed in order to make it clear which brand or company is
advertising. Even sometimes when rest of the creative elements of
the ad are missing, a logo along slogan and an image is always
present there in the ad (please also go through some types of logos
discussed in the other document for your better understanding)
ELEMENTS OF PRINT AD

 After the logo, comes the slogan.

 A slogan in terms of advertising is a short and memorable phase representing the brand
or company. A slogan is always or in most cases placed right besides a logo. Instead of a
slogan, you may also find mission statements alongside the logos where companies,
institutions or organizations don’t use a slogan and use a mission statement instead.
 Mission statement defines (A mission statement is a short statement of an
organization's purpose, identifying the goal of its operations: what kind of product or
service it provides, its primary customers or market, and its geographical region of
operation). Contrary to a slogan which is mainly composed of three to four words, a
mission statement in most cases exceeds this word limit.
ELEMENTS OF PRINT AD

 After a slogan, the third important element is a tagline.

 A tagline is a short text or a phrase which is designed to create a dramatic effect.
Wikipedia defines tagline as: The idea behind the concept is to create a memorable dramatic phrase that will
sum up the tone and premise of an audio/visual product, or to reinforce and strengthen the audience's
memory of a literary product.
 A tagline is the words in the leading position of the ad—the words that will be read first or are
positioned to draw the most attention. Tagline are usually set in larger type and are often set apart from
the body copy or text portion of the ad to give them prominence. Most advertising people consider the
tagline the most important part of a print ad. The most important function of a tagline is attracting
readers’ attention and interesting them in the rest of the message. While the visual portion of an ad is
obviously important, the tagline often shoulders most of the responsibility of attracting readers’ attention.
Research has shown the tagline is generally the first thing people look at in a print ad, followed by the
illustration. Only 20 percent of readers go beyond the tagline and read the body copy.
ELEMENTS OF PRINT AD

 A tagline may seem to be like a slogan, but some major differences are that taglines change on regional
and seasonal basis while slogans are universal and long term. A tagline for a product or brand will be
different in Pakistan and different in the Indian. Companies and brands design newer, sleek and catchy
headlines on and off while this is not the case with a slogan.
 A slogan for a brand will be the same anywhere in the world for example, where ever in the world you
will see McDonald’s the slogan i.e. “I’m lovin’ it” will be the same. The slogan tends to serve a brand for a
longer period that could be ten years, twenty years or even more in many cases. A tagline may sometimes
be replaced by a headline
ELEMENTS OF PRINT AD

 Another major element known as body copy is the

main text portion of a print ad (or sometimes just
copy). While the body copy is usually the heart of
the advertising message, getting the target audience
to read it is often difficult. The copywriter faces a
dilemma: The body copy must be long enough to
communicate the advertiser’s message yet short
enough to hold readers’ interest.
ELEMENTS OF PRINT AD

 Another major element known as body copy is the

main text portion of a print ad (or sometimes just
copy). While the body copy is usually the heart of
the advertising message, getting the target audience
to read it is often difficult. The copywriter faces a
dilemma: The body copy must be long enough to
communicate the advertiser’s message yet short
enough to hold readers’ interest.
VISUAL ELEMENT:

 Another major component of a print ad is the visual element. The

illustration is often a dominant part of a print ad and plays an important
role in determining its effectiveness.
 The visual portion of an ad must attract attention, communicate an idea or
image, and work in a synergistic fashion with the tagline and body copy to
produce an effective message.
 In some print ads, the visual portion of the ad is essentially the message and
thus must convey a strong and meaningful image.
 Many decisions have to be made regarding the visual portion of the ad:
what identification marks should be included (brand name, company or
trade name, trademarks, logos); whether to use photos or hand-drawn or
painted illustrations; what colors to use (or even perhaps black and white
or just a splash of color); and what the focus of the visual should be
FAMOUS SLOGANS:

 McDonalds – “I'm Lovin' It”

 KFC – “Finger Lickin' Good”
 Subway – “Eat Fresh”
 Kit Kat – “Have a Break, Have a Kit Kat”
 Red Bull – “It Gives You Wiiiings!”
 L’Oreal – “Because You’re Worth It”
 Nike – “Just Do It”
 Panasonic – “Ideas for Life”
 Apple – “Think Different”
 Canon – “See Impossible,”
 Canon – “Delighting You Always.”
 Coca Cola – “Open Happiness”
 Pepsi – “Delicious. Refreshing. Pepsi.”
 Facebook – “Bringing the World Closer Together”

TYPES OF LOGO
Brandmark Logo

 This type of logo represents the company in a simple

but bold manner. In most cases, the image is abstract
and stylized to give visual interest. Most companies
that use this type of logo will have a very simple
main logo, but may choose to create additional
alternative versions that appear a little more flashy.
The human mind can easily remember a simple form
much easier than a complex one. It’s best to use a
simple symbol or icon if you plan on building a large
business. You probably recognize symbol logos like
Apple, Shell and Mercedes-Benz
TYPES OF LOGO
Word Mark

 These are uniquely styled text

logos that spell out the company
or brand name. Many times,
custom fonts are created
specifically for brands to use across
all their marketing and branding
collateral. Some examples include
Facebook, Disney and Sony.
TYPES OF LOGO
The Letter Mark

 Letter marks are exclusively typographic.

They use a symbol representing the
company through the use of its initials or
the brands first letter. Many companies
choose to use this type of logo because
their initials can better graphically illustrate
the company better than the full name
(name is too long), the name is hard to
pronounce, or it’s just not distinct enough to
carry its own weight Some companies and
organizations that use letter marks include
Hewlett-Packard, Chanel and General
Electric