Advertising posters with text description of more than 800 words

Can the question be more specific? It’s a bit confusing! ~?

There is a very good website that should be able to help you. There are many advertising posters. The name of the website is: Top Copywriter! ?

The components of poster advertisements can be divided into two parts: verbal language (verbal) and non-verbal language (nonverbal). The text language part also includes the title (headline), body text (body text), slogan (slogan), product name and company name, etc. The non-text language part also includes the trademark (trademark), illustration (illustration), color (colour), etc.

In poster advertising design, when to emphasize the literal language components and when to emphasize the non-literal language components depends on different appeal conditions. According to research by Professor Watson Dehn, Director of the Advertising Department of Illinois State University, the following six aspects are worth noting:

First, when the product to be sold focuses on appearance, it is necessary to emphasize The expression of non-literal language of posters. For example: fashion poster advertisements, because there is no appropriate text that can reproduce the exact style of a piece of fashion, and what buyers focus on is precisely the style of the fashion, so illustrations and colors need to be used to attract consumers.

Second, if you want the product to cause people's emotional associations, you must emphasize the non-verbal language of the poster. For example, perfume posters mainly rely on screen arrangement, illustrations, colors, etc. to exaggerate the romantic feelings and charming charm of perfume. These effects cannot be fully expressed in words.

Third, when the product pays great attention to facts, it is necessary to emphasize the expression of the text and language of the poster. For example, when consumers purchase an air conditioner or a car, they generally require the seller to provide some factual information, including product specifications, instructions for use, etc., which can be fully expressed in posters and advertisements.

Fourthly, in the description of poster advertisements, if the narrative part is very important, the written language part is also important. Sometimes, text descriptions go a long way in making the characters, scenes, products, and results in your ads compelling.

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 does the new product look like? How to use? What varieties are there? Who is suitable for it? Only expressions in written language can answer people's questions.

Sixth is when you want to emphasize the action to be taken. It's best to explain it in words. Such as prize sales posters, product giveaway posters, etc., text expression is the most important.

(1) The title of the poster advertisement

The title (Headline) is also known as the sentence. The title of a poster advertisement is a short sentence that expresses the theme of the advertisement. It is part of the advertising copy and should be placed where it can be noticed fastest. The title has the visual effect of graphics and the explanatory effect of copywriting. Therefore, we must pay attention to both the choice of title font and the readability of its copywriting content.

The first function of the title is to attract the reader's attention, the second function is to guide the reader to choose the correct purchase direction, and the third function is to induce the reader to read the main text of the advertisement. In most poster ads, the headline is at least five times more readable than the main text.

There is a popular saying in the advertising industry: "If the title does not speak freely, it means 80% of the advertising money is wasted." 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 poster can more effectively complete the function of the title. In this case, why not consider omitting the title? However, only a few posters can encounter this situation, and most posters are still inseparable from the title.

Titles can generally be divided into three types: direct title (direc?headline), indirect title (indirect?headme) and comprehensive title (combination?headline); if divided according to the text form of the title, it can be There are five types of titles: narrative titles, rhetorical titles, interrogative titles, naming titles and fuzzy titles; if divided according to the content of the title, there can be product name titles, product sales base title titles, expressing one or There are three titles of several product names and sales base points.

A comprehensive title can combine the strengths of the two titles to make the meaning clear and interesting. It is also a commonly used title form. ?The length of the poster advertisement title should be determined according to the actual target needs. If it is longer, it will be longer, and if it is shorter, it will be shorter. Sometimes among a large number of advertisements with short titles, an occasional advertisement with a long title will have a prominent advertising effect. For example, the advertisement of the Shunfeng brand car in the 1970s was created among a large number of short advertisement titles promoting cars. A title of more than 100 words played an eye-catching role. But sometimes using only one word as the title can make the advertisement powerful. For example, the fishing boat hull manufacturer of General Motors Company in the United States only used the word "win" in the title of the advertisement, which has a good advertising effect. ?Many poster advertisements have one or several subtitles in addition to a main title. When the main title expresses an attractive idea, it may be necessary to use one or several subtitles immediately below to develop this idea. The important thing is that the main title and subtitle should form a whole with illustrations, text arrangement, etc., and exert the power of the whole instead of applying it in isolation.

(2) The body text of the poster advertisement

The body text (body? text) is also called explanatory text. The main text in a poster advertisement can also be called an advertising article. It is a development of the title and a detailed explanation of the title. In a poster advertising work, each component is important, but the final thing that embodies the content of the advertisement is often the text (except for posters that are mainly illustrations), which can satisfy consumers' curiosity and prompt them to take purchasing action. . Generally speaking, the main text of a poster advertisement is a short article that drives the reader towards the advertising target. It should arouse the reader's interest through suggestions, provide the reader with absolutely reliable information, and make the reader confident in owning the product and able to accept the information introduced in the text. product image. ?The text in poster advertisements can be divided into several categories according to its genre, style, technique, etc., such as explanatory, humorous, descriptive, certificate-based, conversational, narrative text, etc. But it should be noted that in actual work, the text author does not first consider which category to choose, but considers how to make the text more interesting, more moving, and more convincing. Therefore, the written text may be It is of a certain category, or it may be a combination of several categories. However, dividing the text into various categories can be helpful for beginners in advertising writing. It helps novices organize advertising ideas and imagine various possible forms of expressing this idea.

(3) Slogan for poster advertising

Slogan is also known as "slogan". It is a complete short sentence that shows the nature of the product and the style of the company. Structurally, slogans are very similar to titles. In fact, many slogans evolved from titles. When using slogans, pay more attention to maintaining the continuity of an advertising campaign. The duration can be one year, several years, or even longer. Slogan sentences are short. English slogans generally only have a few words, and rarely contain more than ten words. Slogans should be easy to pronounce and easy to remember. In order for a slogan to be most effective, it must be consistent with the purpose of the advertisement itself. Therefore, when there is a change in the purpose of the advertisement or the way it is promoted, it is best and wise to change the tagline. Slogans in poster advertisements can be divided into two categories. One category is slogans that emphasize the benefits to consumers. Only by providing some benefits to consumers can there be a market for the product. The purpose of writing a slogan is to find ways to dramatically express the advantages of the product and the benefits to consumers through some attractive words.

For example, the slogan of foreign Colgste toothpaste: "Cleans teeth and clears breath", and the slogan of Pepsodent toothpaste: "Strange, where have all the yellow plaque gone?" These two toothpaste advertising slogans use direct statements and implicit statements respectively. Use this method to highlight the advantages of toothpaste. Sometimes the slogan emphasizes the benefits of the company to consumers rather than the merits of the product, such as Ohrbach's company's slogan: "Millions of Business, Thin Profit." Another type of poster advertising slogans are slogans that encourage consumers to take purchasing action, such as the slogan once used by the American Pepsi-Cola Company: "Try the King of Cold Drinks." There are also some companies that use a combination of the above two types of slogans, such as the slogan of the American 7-Up Soda Company: "Please drink 7-Up to clear your brain and refresh your mind." ?Poster advertising slogans can be placed anywhere on the poster layout. If it is placed in an eye-catching position, it can be used instead of the title, while the title of the poster advertisement can only be placed in an eye-catching position. In addition, poster advertising slogans can become "text and language trademarks" after repeated use, while poster advertising titles are sentences that attract consumers' attention and then induce consumers to pay attention to the text and other contents of the poster advertisement. In addition, poster advertising slogans are more often used for "impression advertising" and less for "performative advertising"; poster advertising titles are just the opposite, generally used more for "persuasive advertising" and less for "impression advertising".

(4) Brand name and company name in poster advertisements Brand name

Brand name (brand?name) is composed of several words and must be understood as a whole. This combination of text is also represented by "synthetic text" or "standard font" (logotype). Brand names come from many sources. Some use company names, such as Coca-Cola, which is both a brand name and a company name; some use people's names, such as Li Ning sportswear; some use creative words, such as Kodak film, whose English original name The words are meaningless, but easy to pronounce and remember; some use common words, such as SPRITE, which originally means elf or monster in English and has nothing to do with soda products, but is easy to read and remember. The company name is not as important as the brand name. For example, American Camel cigarettes are very famous, but consumers do not all know that its production unit is Reynolds Company. This does not matter, as long as Camel cigarettes can have good sales. 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. In other words, we must consider the effect of conveying information from the three aspects of the brand name, company name, pronunciation, and calligraphy. , it must be easy to listen to, easy to write, easy to read, easy to remember, and easy to pronounce. These five are good at conveying impressions. In poster advertisements, the brand name should be placed in a more important position, while the company name is generally placed in a less important position such as at the bottom of the page. In order to meet the needs of the overall layout, other elements such as company address, phone number, etc. can be arranged below or around the company name (sometimes they can be omitted depending on the situation), so that the poster advertisement layout has clear priorities, conciseness, unity, neatness and beauty.

(5) Trademarks for posters and advertisements

Trademark (trademark), as the name suggests, is a commercial sign or mark. It is a guarantee of the quality of goods or business operations and is used to distinguish and identify goods. important basis. The form of trademark design can be taken from the Chinese and English characters of the brand name or company name and the visual symbol. The so-called visual symbol marks refer to the changing forms of animals, plants, characters, geometric patterns, etc. According to these changing forms, the company's unique business philosophy and spiritual culture can be expressed through visual graphics with profound meaning, or it can emphasize the company's unique business philosophy and spiritual culture. , the brand's long historical tradition or unique regional environment, or transforming the literal meaning of the company or brand name into concrete graphics, etc.

(6) Illustrations for poster advertisements

The attention-grabbing function of illustrations mainly refers to attracting consumers’ attention. Someone in the American advertising industry invented the "principle of least effort in reading" for illustrations. The principle is that it takes less effort to look at a poster than not to look at it.

He hypothesized that consumers are psychologically bored by all advertisements, and suddenly see advertisements when they accidentally watch them. The wonderful illustrations on the advertisements make consumers forget that they are not here to see advertisements, just like Alice falling into a rabbit nest. Falling into the abyss like that, but in the abyss consumers discovered the truth and acted according to the truth. This is how you get consumers to climb back up after they fall.

The reading function of illustrations mainly refers to conveying the content of poster advertisements quickly and effectively. The best poster advertisement illustrations should be concise and clear, making it easy 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, covering up the text and title of the advertisement so that readers can only see the illustrations to see if they can understand the content of the advertisement. Good illustrations often have the power to produce results in three seconds.

The induction function of illustrations means to capture consumers’ psychological reactions and draw their attention to the copywriting. Good illustrations should be able to connect the advertising content with consumers' own reality. The illustrations themselves should fascinate and interest consumers. The picture should have enough power to prompt consumers to further want to know more details about the product and induce them to Consumers’ attention shifts from illustrations to copywriting.

The images represented by poster advertisement illustrations include the product itself, a certain part of the product, the product to be used, the product in use, the product for test control, the distinguishing characteristics of the product, the benefits that can be obtained from using the product, Possible consequences of not using the product, testimonial illustrations, etc.

The expression methods of poster advertising illustrations mainly fall into three categories: photographic illustrations, painting illustrations (including realistic, purely abstract, neo-concrete, comic-cartoon, diagrammatic, etc.) and three-dimensional illustrations.

Photographic illustrations are the most commonly used illustrations because consumers generally believe that photos are real and reliable and can objectively represent products.

The biggest difference between photographic illustrations as poster advertisements and general art photography is that they try to express the characteristics of the product and expand the reality of the product. In order to pursue a certain artistic conception, art photography often combines photography with The artistic diminution of certain real characteristics of an object.

Photographic illustrations used as posters are best shot with a 120 single-lens reflex camera. According to the requirements of different themes, some commonly used lenses should be equipped, such as wide-angle lens, telephoto lens, macro lens and Close-up lens, etc. The photographic illustrations for posters generally use color reversal films to ensure the quality of printing and plate making. Most of the production of photographic illustrations for poster advertisements is done indoors. The background must be manually arranged to highlight the main subject. The backup background materials include woolen, velvet, cloth, paper, etc. Of course, you can also boldly try the ones that are currently on the market. Wall coverings, wool and linen materials, etc., and slideshow backgrounds can also be used if conditions permit. Their advantage is that they are not affected by time, location, and climate, and can meet the requirements of advertising creativity.

Painting illustrations contain the subjective consciousness of the author to some extent, and they have the freedom to express their personality. Whether it is fantasy, exaggeration, humor, emotion or symbolic situations, they can be freely expressed and processed. 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, painting and illustration have been performed by painters. With the expansion of the design field, illustration skills have become increasingly specialized. Today, illustration work has long been performed by specialized illustrators.

The inkjet painting method is the most commonly used technique in painting illustrations. It is a technique that uses air transportation from an air compressor to paint with paint through an airbrush. Its characteristic is that there are no brushstrokes caused by ordinary paintings, and the transition of the picture is natural, which has extremely high application value. ?Manga cartoon forms are also common in painting illustration methods. Comic cartoon illustrations can be divided into four types: exaggerated illustrations, satirical illustrations, humorous illustrations and witty illustrations.

Exaggerated illustrations seize certain characteristics of the depicted objects to exaggerate and emphasize them, highlighting the essential characteristics of the things, thereby enhancing the performance effect; satirical illustrations are generally used to denounce hostile or backward things, and they sneer in an implicit tone. In order to achieve a negative publicity effect; humorous illustrations use innuendos, satire, puns and other rhetorical techniques to expose the perverse and unreasonable aspects of life in a kind smile, thereby making people laugh and learn something from laughter. truth; humorous illustrations make the advertising pictures full of interest, allowing people to accept advertising information in a relaxed situation, experience new concepts in a pleasant environment, and are particularly unforgettable.

Painting illustrations in the form of diagrams are a form of illustration that are very suitable for showing complex products, such as the operating procedures of new household appliances, the cooking methods of a new type of food, and household combinations. The installation of appliances, various combinations of children's building blocks, etc. can use several consecutive graphic illustrations to introduce the readers to the correct operating steps.

Three-dimensional illustrations are a very expressive form of illustrations used in poster advertisements. They are still rare in China, but judging from the development of international poster advertisements, it is an inevitable trend. Its production method is: first make a three-dimensional work based on the advertising creativity, and then take a photo and use it in the poster advertising screen. This requires poster designers and illustrators not only to have good graphic design capabilities, but also to have a solid foundation in three-dimensional composition. Another method of three-dimensional illustration is to use drawing to express a three-dimensional image, which is an illusion of three-dimensional space expressed on two-dimensional paper. In short, modern poster advertising is no longer limited to the scope of two-dimensional expression space, and relying solely on two-dimensional expression techniques no longer meets the requirements of modern poster design.

(7) Color of poster advertisements

American advertiser Thomas Bee Stany proposed seven reasons for using color in advertising:

First, it can To make consumers pay attention to the advertisement, the second is that it can completely and faithfully reflect people, scenery and objects, the third is that it can highlight the special parts of the product or advertising content, the fourth is that it can show the abstract quality in the sales charm, and the fifth is that it can make consumers first The first time you see an advertisement, you will leave a good impression. Sixth, it can establish a good reputation for the product, service or advertiser. Seventh, it can leave a deep visual impression in the memory of consumers.

The use of color in poster advertisements can attract attention. This reason is also the result of extensive research by domestic and foreign advertising experts over the years. And from the perspective of this degree of attraction, black and white advertisements are not as good as two-color advertisements. Advertising, two-color advertising is not as good as four-color advertising. However, some experts in the United States have found that adding color to advertisements does not increase the appeal to male consumers, but it can increase the appeal to female consumers. They believe that at least half of the advertisements are in color. Advertising will increase the number of female consumers. Although the cost of color advertising is higher than the cost of black and white advertising, the increase rate of advertising readers is negligible compared to the cost increase rate. Advertising color surveys also show that warm colors (such as yellow, red) are more attractive than cool colors (such as blue, green); and among warm colors, yellow is more intense than other warm colors. Of course, this also depends on the matching relationship between the colors in a specific poster advertisement. ?Some products can only truly express the quality of the product through colorful advertising, such as posters promoting fresh citrus, strawberries, cream cakes or other foods. The role of color is particularly important. It is more direct and effective than vivid advertising text. It expresses the sweetness and deliciousness of these foods. Another example is toys, cars, clothing, cosmetics and other products with better colors. Only through color can consumers be told more realistic and attractive product effects. Consumers should be able to get a deeper impression of product colors from poster advertisements, making it easier for consumers to identify products in supermarkets, thus allowing consumers to gain benefits. Color can also express different symbolic meanings of posters. But sometimes in a poster advertisement, using too much color will damage the communication effect.

The quality of an advertisement does not depend on how many colors are used in the picture. The key lies in whether the colors are used appropriately.