How to Make Poster Advert for Commercial and Public Advertisement

1. Introduction: Every day we are shown advertisement on the Internet, social media, newspaper or magazine, or even billboard on the street. At first glance, some ads are easy to understand and some ads makes us curious. These ads invite, the viewer or audience to think about what message they want to convey. This type of ads, it's often called print Advertising, are simply print ad, print ad carry and implied message in them and sometimes understanding the message take awhile. But when we find the message, that's the aha moment the advertiser wants. Maybe bring inspirational message, persuasion, surprise appeal, sarcasm, or the promotion of products. Soft selling. Maybe we recognize print as a poster. The poster also confey the idea of specific issue with a strong, visual and strong meaning. People are often attracted to the visual and they will pay attention to the message. So the goal is people get the aha moment when they understand the meaning of the message. An example, let's look at the FedEx ads. From this ads, there is a message implied through images. sending package far away feel close and easy like give a packet to a neighbor. The next print ad from McD, they illustrate that the foot menu is ready to be used as traveling provision. It is described as if the packaging resembles a travel bag. Next is my collection as described someone who needs likes. And praise comments from social media. Even in the morning, he was already busy with social media. Social media was like his daily breakfast. Next is advertisement from WWF, which depicts leopard but has a size label on it, brings the message that the existence of leopard has been targeted and will be made into clothing. The last example, there is a billboard, billboard Advertisement of the formula, illustrate that the product advantages can strengthen the teeth. So for the viewing audience hook, it is made is if the teeth can pull the billboard itself. This type of ads known as interactive advertising. But for the design characteristic, it is like print ads. In short, print Ad is a campaign content, a message to influence the audience. Influence can be at this stage of being aware, reminding, or even take action or call to action. In the class, we will learn how to Make Print Ad, not just a poster or design, but a campaign with a deep message and meaning. We will make up in ad for commercials, social movements, or maybe public service advertisement. So what we will learn, first, we will learn how to solve creative briefs. Briefs are critical as our guide in the research, brainstorming and finding ideas. Second, we will focus on finding meaningful ideas which will be realized in visual. We will also learn tips for finding those ideas and visual. We will also practice making print ad for commercial and social movements. There are 4 design. We will create a letter and we will learn together step-by-step to make that design so that friends can participate in making print ad and share inspiring works with other friends. I'm Fathoni Ashari as a content creator on the Tresnologi channel. I also interested in sharing ideas through videos and designs, and let's learn to make print Advertising together 2. The Power of Print Ad: The Power of Print Ad. The Print ad is advertisement with visual and Message usually publish through print media like newspaper or magazine flyer and billboards, but over time print publication also targeted new media such as websites, social media, mailing, and many more. even though the name is print ad, it doesn't mean it's only in print, but the print ad is design of visual and that is motionless or static in the form of design with composition and layout. While the distribution can be through various Advertising Media, the print ad does not display information and messages clearly, but it's convey impliedly through images. and copywriting. Message tends to relate it to the problems that exist in society. This means that many people feel related to the advertisement issue or problem that can solve with certain product. This is different from big sales or property ads, which often include, product price and specification. So when people read the big sales or promos, they will immediately understand that will be a promo on that date. How much isn't the problem offer also terms and condition on that promo. Everything is presented clearly. Likewise, property advertisement, for example, including prices and building specifications. The goal is for people to get a clear picture of a product. So people will call to action to buy but the print ad is different from that print ad performs a role using a soft selling approach. It departs from an issue or problem faced by many people. Then to solve the problem, a product or action will be in the solution. In the print ad commercial, they usually make their products as a solution. But, in social movement tends to remind people of particular issue. Print ad can also to be public service advertisement to educate people are raise specific issue. One of the purpose of using print ad is to provide awareness to the audience. It could be a new product with a new feature that solve the, people problem, or the advantages of product compared to its competitor. For example, an advertisement from Volkswagen with the advantage of precision parking is offered on its car products. So then when parking will not endanger yourself and other people, cars, it depicts a thorny a hedgehog that can punch holes. Isn't the plastic in the front and behind. The commercial print ad does not always explain a product in detail, like complete specification or composition materials. But what problem can solve with this product? Illustrate problem and solution with a picture and support with copywriting, as I mentioned, giving awarness also applies to print ad, particularly social movement advertising for example issue often arise such as live healthy, protect the environment, and protect nature. This print ad remind us to take care of lung health. We need exercise. One of the sport that can be done is running and cycling. So in the visual comes lung illustrate combining with bicycle tire. Next is a picture of leaves that have fallen and then half goes to form industrial pollution. It reminds us that lives on the three can absorb CO2, not the leaves that have fallen. So it is essential to protect the trees for the planets good. From the example above, we are reminded to take action that can solve the problem immediately. So, the primary weapons of the print ad or images and copywriting that can give a surprise or aha moment to remind or take action. People can relate are aware of the problem and are moved to take action, whether it's a buying product or take action in change the habit. So how can print affect us? The main purpose of Print Ad is not only to carry a message, but also to be a powerful branding medium. People are invited to thing, then get the aha moment and it can be a solution. The problem, there is the power of print ad. When dissolution continue to campaign, they will create impact the company's image or in the product. People will remember more about the issue raised rather than the price or product specification. It is easier to understand that the product can solve the problem. rather than to mention the specification in detail. In addition, the print ad also plays a role in establishing communication between companies and consumer that the company is present and cares about the problems experienced by community. What is targeted in a commercial print ad isn't the goodname of the company and the positive image of his product. Maybe it won't directly impacting the fluid of buyers like big sales advertising, but in the brand name and positive image will stick in audience minds. Likewise, it will happen to the print ad and social movements. Maybe not immediately take action on a large-scale, but starting from solve small problems around changing gradually 3. Print Ad Structure and Compostition: Print Advertising Structure or composition. When we create a design of print ad, or poster, we must consider many things. Keep in mind that the purpose of creating print ad is to hook people about specific issue. Get people attracted on the visual and pay attention to the understanding the message. So, visual is one of the main key to making a good print ad in the order that our design is good. We can learn about the composition layout and choose the visual. In this session, we will discuss what compositions are in the print ad and we will start into composition one by one to understand all the necessary components. Learning how to arrange layout and how the print ad can convey messages, to the audience, Image/illustration. The first component is image or illustration. It can be imaged from photography or graphic, illustration, image or illustration are the first part that will be seen and will be notice, people will think about the meaning and message of the image, each person may have a different interpretation for commercial print ad the display image doesn't have to be a product photo. It might not even display product photo. Our product photo can be manipulated with digital imaging to produce new images. Or indeed not just product photo, but illustrate with other visual images. Likewise, in social movements, the issue of global warming, we more familiar with global and fire images. Instead, we can change the visual but still have same meaning. Another example, forest fires do not always described burning trees. We can also describe anymore that lost their home. So the images use can be photos, illustrations, or anything visual. There are no condition or requirement in selecting an image, consider about how the image can convey the message. to the audience and how the people who see can catch the message. Although latter people who interpret the images differently, this is normal I think at first sight, but after people pay attention closely, they will catch the message and the interpretation more tightly. But there are some things to pay attention to. That is, the image or illustration is made to appear symbol. This means that we are not many elements are attributes that might interfere. In addition, symbol object will be easy to remember and understand. Besides simplicity, the print ad should focus on the mind, image or illustration. This means that one image object is in the main focus while in the other object or only supporting objects. To make it easy, we can arrange the visual into part, the main image so become the focus point and can be larger with other parts. And then the another complimentary image should not interfere with the main image. So people directly focus on the main image and then move to the complementary. We will discuss about this more deeply in the next part. Copywriting. The second competition is Copywriting. Copywriting here is the writing that we include in the print ad. Copywriting acts as a keyword or clue in understanding the implied Message. Usually in the front of one or two sentences, that invite the audience to think and find the meaning. For example, in the copy in this print ads, instagram for breakfast, we wonder what it means. What is the connection between Instagram and breakfast? And we will know the message if we can interpret the image. Then safe the arctic. There must be a purpose behind that Copywriting. Heavy on feature light on prices such as a slogan and unique sentences. Copywriting is usually to hook in the audience, the audience tend to see the image when they first see at print ad. For people who don't understand and are still confused, about images He will read copywriting and when, when the audience understand the image and Copywriting, the audience will get the aha moment. Oh, I see. I understand the meaning of message. Okay, I know it will encourage us to do something and the finally, the audience will take Action. So for the Copywriting, we can write carelessly. Many consideration also Make Copywriting feel engaging, the meaning and addiction, or determine how people will think about our Poster or print ad. So what should the Copywriting appear and how the create a good copywriting for print ad. We will dive deeper in the Copywriting and how to create it in the latter session. The last part of the print ad that deserve attention is the layout. The composition of the layout in the print ad not only makes the descent look good, the composition of the layout also affect how the audience can understand the print ad. The right composition can tell the message that the print ad brings. There are two things that we must pay attention in the layout design. First is design flow and second is object ratio. Design flaw is how people tried to read our Poster. This is very important because if we put the object carelessly, people will confuse the flow of reading, for example, in the print ad, besides to read the print ad, we can read from left to right and applying the after before pattern. Previously with fish fin, it looks scary because it was probably a shark. But after the fin is gone, it's even more dangerous because the shark ecosystem is damaged. Another example FedEx advert on the side has a reading flow from top to bottom. Deliver packages from top to bottom window, describing that it is so close and easy to send packets between continents. The second things besides the flow of freedom is the object ratio. It means the object under poster should appear properly. As I mentioned before, some object should be in the main focus, our main object. The main object becomes the larger image and people will look at the object. At first sight, we must do careful to lay in the main, on the secondary object, overlapping objects, each other and untidy, Make people hard and even misunderstand to interpret the message. Those are some of composition of Print Ads that we can consider in the creating process latter. Next, we will learn how we solve creative briefs 4. The Creative Brief Want: What does a Creative Brief Want and why do we need creative briefs? Creative brief, or document containing guideline for a project of the new usually on any creative project guide. In this context of Print a design, we will create a design based on the analysis from the creative brief. So the creative brief is what the client wants from our project design. And the creative brief becomes the Designer's important tool in researching ideas and determines the design characteristic. We can be more specific in researching the idea and finding the visual object for the poster on, on print. In this session, we will learn to understand creative briefs in print advertising. Maybe every creative brief is not the same, but some are points should be there. We can also use this point for client interviews. If the client doesn't know or doesn't understand how to create a creative brief. And to deepen our understanding, we will immediately make print ad from creative briefs. So, that each step-by-step, I will apply direct implementation examples in creating print ad. So, the first point that should be on the creative briefs is in the background. The background section describe a phenomenon that might be a problem in society on a topic that want to raise into a Poster. In this example proof we discussed about climate change. Climate change is simply a chance in weather and climate and an increase in the Earth's temperature. The main cause is carbon emission, which thin the atmosphere and the cause greenhouse effect. This course isn't the raising the temperature erratic unstable weather drought, fires, flood and etcetera. Then we know that the main causes of carbon emission are burning fossil fuels, coal, and gas and the sector within the most expensive carbon emission or electricity and transportation. Because most of the electricity in the world still relies on on burning and most transportation still relies on fossil fuels. From description above, it will be too wide and not specific if we arise climate change issue. So we need to narrow it on specific topics so that the discussion is more of focus. It is also appropriate to raise the issue of electricity or transportation because it is the most significant costs of carbon emission. So that the Background starts from a big issue and then narrows it down to be a specific topic that is still part of the big issue. Because if we make a campaign From an issue that is still common, we will find it hard to look for ideas. In addition, the audience who see it will be half difficulty digesting the message from this print ad because the audience perspective will be very wide. But supposedly focus on the issue of climate change due to carbon emission in electricity. In that case, it will be easier for audience to understand the message. In the problem section, we begin to discuss the problem of preselected topic, namely electricity. Because from the Background we talking about climate change and we tightly to be specific topic is electricity. We have shown that electricity from burning coal and fossil fuels is the biggest contribution for carbon emission. The solution is to make the transition from fossil fuels to renewable energy. This idea can be adapted to as a print ad for social movement that the solution to climate change is the energy transition. However, the government's commitment to in the energy transition process seems to be, seems to have been ignored because coal dragging, all mining exploration did not reduce. We can make advertisement to invite people to voice their respiration to encourage the government, the take priority, the energy transition with its policies. The idea can also come from another problem when people who want to use solar power for electricity. The problem is that there is still limited knowledge about the solar power. And then people are still afraid to try it because it is expensive and difficult to maintain. This idea is not only suitable to use in social movement, Poster, in print Ad. Still, it is also suitable for solar power service companies. The one community engagement and exposure. The message section, containts narration that will be confined in a print ad. The message will answer the problem in brief So, the visually selected latter most represent the content of the message. Since we are going to make a print ad commercial and social movements, they are to message in it in the sample brief. The first is raising awareness that solar electricity is cheap, easy to use, an environmentally safe. This message was chosen to answer the problem that people are still afraid and worried about trying solar power. Solar companies can also use this message to promote their product through Print Ad Let's say there is a fictitious company called Solar on that provides solar power for Home and Business, offers easy operation of solar power, affordable price and onetime repair surface. This company can also use print ad to promote their product to the audience. In the social movements, we can also make advertisement to criticize the government. The message is to accelerate the transition from fossil fuels to electricity. The message is to answer the problem of government policy is considered slow in the energy transition. Although more people will see in this ad, it was still not be misdirected because the community or government still relate doing this issue. Target Audience. The target audience section provides a description of anyone who has the potential to see in the ad, and specifically who is likely to be affected by the ad. we must consider several things to be right on the target, in choosing audience. The first is socioeconomic status. Explain the social status of the audience who might be able to understand the content, of the message, and then be influenced to take action. The second is the age range that are getting 25 to 50 years. At that age, people will easily understand climate change issue, especially electricity related ones. In addition, it targets the younger generation who have started thinking about a place to live, build a house, or develop a business, then place the advertise on social media and billboard ads. It was chosen because most of them uses social media and it's very easy to determine the right target audience. Then billboard advertising reminds important because there is a place for people through it every day. There is many people mobilized through it and see in the billboard every day. It is they who are likely to be able to buy the product and have the capacity to voice their aspiration. Next is the delivery manner. I think this is important to note. The print ad we will make is the best deliver in manner that the majority of the community can accept. Not only acceptable, but not boring, be creative, and most importantly, not patronising. We bought that difficult to accept advice or suggestion when the advice seems patronising or offensive. For example, don't litter, don't consume a lot of high sugar drinks, or stopped drinking alcohol, or don't smoke, the don't word statement seems patronizing and might be offensive to the person who did the act. So you can use another diction that people not to offend. We will discuss diction, selection in another session. A call to action in this context, invite, the audience to take action according to the message they receive. So when people see an ads, the message is received, then the message is processed. To produce understanding. This understanding will encourage people to determine whether they will be affected or not. If affected. Here will act according to the advertise message. For example, in brief, we ready to call to action in the advertisement is an invitation to install solar power plant in his house. Or make people aware that people that solar power plant has developed so that it's safe and easy-to-use. At this stage. When people receive a message from the ad, they process it so that it creates a desire to take action 5. Finding Relate Audience Problems: In the previous session, we already knew in the outline of the desired creative brief. So in this session, we will find out the idea is to visualize, we can call it brainstorming. Indeed, we have gotten an important point that we will make advertisement to make people aware of the importance of the energy transition. The question now is how to make visual can convey the message. So to find visual ideas, we can start with the social problem, or problems in society, of course. The problem is that related to the message in brief, when it comes to electricity, what issue do people often encounter? Ideas can also come from desire about the issue arise. For example, one of people's desire, a letter to electricity is to enjoy cheap electricity but not destroy nature, right? So this problem and desire help us find visual ideas that might be interesting if use as print ad, but we should collect as many ideas as possible. Then we filter which ideas are the most interesting. So let's start by listing the problem that might arise from using an adversity from fossil fuels. Or if you are still confused, write down any issue related to the electricity at home. The following. The book on dance and their communities problem and desire related to the theme that we will arise. Because we want to make a print ad with different point of view. Then we will define the dipole into social movement ads and commercial ads. We will look for print ad Idea for solar on a company engage in procuring solar power plants. As a disclaimer, the company's name is only fictitious and was made for this class. Okay, we start with problem that often occurs when using conventional electricity such as an increasing prices because the supply chain for coal and oil is disrupted, then there was a desire from the community to use cheap electricity and environmentally friendly electricity at anytime. There is another problem with electricity that often causes blackout when it rains, storms, or winter, then comes with the desire to have backup power. In case of blackout another side, people feel guilty about using electricity from burning coal, which destroy nature. Then the desire arises to move to renewable energy, but with a note that it easy to use. Now, we moved to the the social movements or public service advertisement. The idea in public service ads can also use in commercial ads, however public service advertisement, are usually use by governments, organizations, or institution to transmit information to the public. It has nothing to do with a product or commercial purpose, or vice versa. Public service advertisement can also come from the public's point of view to criticize the government or institution. They can confey their aspiration through Advertising design. For example, when the community is experiencing a disaster due to the climate change, the public and encourage the government through its aspirations, prioritize energy transition policies before it is too late the public can make advertisement so that the government stopped coal and oil exploration and start reducing. So the more problem that can be found, the more visual ideas can develop. Likewise, the more focus on topic raise, the easier will be find visual ideas. Then for practice, we will make for print ad from the ideas above. Before we move on to looking for fissile ideas, we should deepen the problem that has been selected previously. For example, in the idea that they will choose is that electricity often experience as blackout during the rainy, cold and storm sessions. Then can the desire to have a solar power plant that grows be used during a blackout. Or at least it can be a backup if the electricity belonging to a state company is damaged. We can explore how they experience when there is a power outage. How does it feel when it cause of electricity increases? Or repair services experience when there is a broken happen. Or how do we feel when we can pay for the electricity or be forced to turn it off or what 6. Represent Idea in Visual/Visualize: Represent Idea in visual or visualize. In this session, we will find for visual from its selected in the previous session, we have four at the end that we will look for visually. So how do we find visual ideas? So searcj for visual ideas, we can first find the keyword of each idea. From this keyword, we look for visual, possibilities that can represent or it could also depart from experience when dealing with situation from the idea arise. We can consider the following case example. The idea raise is that the electricity often goes out during rainstorm and winter. Then if there is a black out, the house will be dark and then the surroundings will be Spooky. If there is a blackout when it rains, we will be worrying. So in that situation, the desire arises if we have a solar power plant that can store electricity in the battery and utilize it when needed. product from solar on come with advantages that can provide solution so that the House has electricity remains on during blackouts. We can show pictures or illustration that the house stays on a when the others house experience blackouts. The visual of house with the light on when there is a blackout becomes an important visual. So the print ad we will make latter may be able to depart from the visual of the house that is on when the others are off in addition house blackouts can be caused by heavy rain or other damage. More or less. The sketch will be drawn like this. There are several houses, let's say housing or residents. One of the house uses product from solar on to supply electricity. In comparison, the other houses still uses conventional electricity or using the public service electricity. So when there is a blackout, the house stays on, it can also add visual of thunderstorm at night to get a dramatic impression. Visual print ad can also come from other product advantages. For example, the solar on home product can provide electricity in remote area that can't be reached when the electric network. We can visually illustrate house in the middle of the forest or house in the city's outskirts far from the Power Grid. So there is a remote area, like in the middle of the forest. As you can see, there are mountains and then many spruce trees. And then also there is a house in the middle of the forest. But the house has electricity because the light is turned on. And also we can see from the roof that the home user solar panels to get the electricity. In the visual. want to confey that solar on product and provide electricity for every where consumers needs. Even in the middle of the forest or remote area, the product is ready to install. So people who've seen the print ad will think that may this is the solution to their problem. People who live in remote areas want to have electricity, but are not connected to the state electricity networks or want to have solar power plant, which can be used day or night. We can develop this visual refference when in the process of making this walls. But at this stage, at least we already have a clear visible picture that we will create. Next, we will look for visual of social movement. The first idea is that the government still relies on oil, gas, and coal companies for electricity supply. The ideas can be visualized with smoke pollution, air pollution and oil and coal mining that damage the environment. Then it can also be visualized animals that have lost their homes. Maybe. Meanwhile, the idea is to gradually reduce fossil fuels and provide opportunities to build renewable energy infrastructure. They can be described by building solar power and it's identical to solar panel visuals. Then the visual when power is identical to windmills or hydro-power or identical to waterfalls. Suppose the visual idea is still to ordinary. In that case, we can also explore it from the side of the oil company or coal company. How will oil and coal effect if they are used continuously or how does it impact in society? We might find a new insight. If the use of oil and coal is not gradually reduce, then the destruction of nature will continue to occur, Earth temperature will continue to increase and pollution will continue. Then a new question arises. What will happen to the next-generation? New insight? Because we think about the next-generation can also be visualized and become the new insight from the visual print ad, we will create, for example, combining solar power and smiling child visual or combining air pollution with a small child coughing. So the print ad describes a facility solar power plant in the middle of rice field. And then the power plant facility form like a battery. But when we look closely at new solar panels section There are a baby image depicted there. The baby image looks like a pixel because this is the solar panel information using different types of panels are using different colors. But certainly the solar panel formation depicted a baby's smiling. And then editing the Copywriting powering the next-generation to describe the meaning that the future generation should be Power by renewable energy. And then for additional object to in the facility, we can add some street and car parking there more or less than the result will be like this. The more we explored the issue raise the more You visual ideas emerge. We moved on the next print ad. This print ad departs from the high daily electricity usage. Every person actually contributed the carbon emission through the the electricity that we use every day. So the print ad wants to raise awareness to the people to take action to reduce their electricity consumption. So I illustrated with the Six socket electric which one of them is not used. And above the socket that is being used to emit smoke from a pipe, such as a buyer for disposing of smoke at a coal fire power plant, it means that the socket that was not used is not emitted, smoke produced no emission. and I use a blood pressure device illustration that can measure CO2 level on that cable. even though this is not real, this is just an analogy. Because people more aware and know about their health from blood-pressure devices. even many people worry if their blood pressure is high. So the visual of blood-pressure devices gives people who see will think as the worry in the same when they consume electricity so much. If you pay attention closely in the cable that dingling done is depicted as a hand. Usually people do when they take a blood pressure tests. the idea i chose is visual from the combination of keyword transition energy and the keyword sustainable transition energy means we move from fossil fuel and air to renewable energy. And then sustainable means the form of the looping process in the term of taking care of environment. The looping process here means that the process happened continuously. So the message is, want to convey to people that should move immediately to clean energy and clean environmentally this especially how to voice aspirations to policymakers that the mission is important. From the transition keyword I choose the progress visually in depicting transition, beginning with the renewable energy and then planting trees to remove the fossil fuels Power Plan. And then I choose the people to roll the progress to describe that the people are taking action. On the site of the clean environment it depict that in the polluted environment move to a clean environment. So we can see the result that the environment has recovered and become a safe place to live, living things. Overall the poster wants to say to people that we must take action together for realizing clean energy from society to policy makers and rising awareness more people to take care environment. This sketch aims to convince our ideas and make mature design before being design in the graphic processing software. The point is that the more we explored the problem we raise, the more diverse visual we can get. One easy way is to combine the Problem experience with the desire. What problem are you experiencing, and what solution do you want? The solution can be a product if it is commercial, solution can also be the form of social movements to spread knowledge, education, and inspiration the community. It can be used as sarcasm material for the government regarding policies according to the issue raised. After this, we will discuss how to find the copy from the print ad. Copywriting contain writing that will make print ad more attractive. Not attractive in appearance, but interesting messages and meaning 7. Get Amazing Copywriting: Get Amazing Copywriting. Basically, a picture or illustration can have meaning without needing to be explained in writing, but the presence of Copywriting in the print ad is essential, one of which is to help understand the message. In this lesson, we will discuss the more deeply about Copywriting on the print ad. So let's talk about Make Copywriting. Broadly speaking, Copywriting on print ad uses hitting and subroutine format. Hitting Copywriting tends to use sort sentences with Mac OS, for example, in the print ad, besides, what goes in the ocean goes in you. At first glance, we will wonder what does the sentences mean. Then, if we see an illustration of two pieces of sushi field wrapped in plastic. From this illustration, we can know that the meaning of Copywriting that is returned want to eat sushi contaminated with plastic. Likewise, the C also does not want to be polluted by plastic. Copywriting what goes into ocean goes in New serves as a heading, then as a subheading included a description data, or effect relative to the message so that people who say unwritten the Copywriting in this print ad can understand more clearly in the issue. Raise another example, isn't the print besides, don't let Bill scared you. We might not known the meaning of Copywriting. We thought in the allocated pill forming like a cobra, that the bill will indeed frighten us when we see its length like that illustrates that high cost. Our fear is described as the pill resembling a cobra ready to pick. But at the bottom that is a description of why we don't have to be afraid of bill. Now, the role of the description below is a subheading. Get preferred more complete information or facts. This information hub, explain the message of the print ad or effort not open ad have subheadings. In fact, often, Ad only requires heatings. It only takes one or two sorts and dancers to tell the message from a print ad. And sometimes even the sentences are, consists. Xml-like knees soften the Arctic. It only takes three words to explain the content of the print ad that in fights Action, the CEF, the Arctic Ocean. There is an illustration of a frieze combined with a white beard. It describe that in fight back Action 70 Arctic Ocean. The next print Ad example that is ready for a road trip by McDonald's, used for short word explaining the message. If the McDonald's menu can be used as a threefold proficient, then the fluff or of love by indo me. Explain that the product uses selected spaces, using fresh, high-quality ingredients from the print ad. An example above, we can understand several Copywriting functions. First, Copywriting, especially headlines, is usually to hook the audience. The audience tends to see in the image when they first see at print ad, they will written the Copywriting if they don't understand the image or spill brachiopod, is this mean when you the image and copywriting out as we will get an aha moment. So this is the message of Sunday, doesn't the meaning of the image. So the message and meaning can be convey that people can understand good print ad. Both Copywriting function described more complex information, especially subnetting. Explain the problem or backlog of possible solution. Suppose it has to do with commercial product. In that case, the sub heating section can list the advantages that can attractive in salt and easy to understand language 8. How to Make the Copywriting: Then the next question is, how to make copywriting in print ad. In order to easy to make copywriting activated into three steps. The first step is a big idea. Let's talk about we must understand what big idea will be raised in the print ad. A big idea means what we want to convey to the audience, and it will be related to the theme or topic of the issue we raised. What do you want to talk about? What we want people to do within the problem or what action you expect from people. For example, when we talk about air pollution, what do we want to convey to people about pollution? What should we do or what should we change, from our habits, or maybe how to solve that. So we more focused to find words or pictures that are still related to the issue. The second step is we must determined the purpose of the copywriting. Is their persuasive writing, surprise, sarcasm, or insult, because of different design, different issues and different audience will have different approaches to creating copy. So our copywriting should be accepted by the audience and many consider identifying our audience, trend, and languages, and which is more likely by Audience between persuasive, surprise, sarcasm, or insult. The next step is crafting the copywriting. Here we started to create sentences from our brainstorming. The first thing to pay attention to a skipping the sentence as sort and consists. Usefully print ad only uses one or two short sentences, not in front of longer narative or descriptions. And many print ad only use a few word for their copywriting. Second, don't use prohibit or patronized sentences. The sentences use tend to be interesting, creative, and inspiring. If you use prohibition sentences, the audience may feel defeated and displeased. For example, don't liter. But we can change your cleanliness your personality. Or another example, don't consume many high sugar drinks instead of mineral water sweet your day or another example is. Don't drink alcohol, but we can replace alcohol only joy temporally. So it doesn't directly prohibit the action, but uses other sentences that still have the same of meaning. The third focus in on the point discuss. Copywriting should focus on the message that we want to confey. The selection of interesting diction. The choice of diction in sentences is very important so that the right copy can attract the audience. Since the sentences is short, we can use the writing style for example using the convenience of rhymes, pattern sentences, contradictory sentences and other. More precisely, we will discuss in the following example. Look at the example. Besides in the Copywriting section on sales, heavy on features, light on price. If we pay attention to copywriting, it has a pattern in the middle of the sentences, namely on features and on price. But it also has a rhyme at the end, although not very similar on features and on price. So with the rhyme of the sentence it will be easier to read. moreover It does not just rhyme. there is copywriting that uses opposite pattern or contradiction pattern. That is, in the first sentence, it starts with heavy and the second sentence it starts with light. This opposite sentence, veteran usually breaks the first agreement with the second one. Tech stuff with many important features is usually, expensive. But this is broken by the second argument, light on price. Lots of features don't have to be expensive. The second meet, your best practice partner in copywriting has no rim or opposite pattern. But what is unique is the copywriting describes the advantages of products such as partners. Smartwatch futures are very helpful when exercising if you have the ultimate partner. An example of in the second copywriting is more metric, more motivation. The copywriting uses repetition in the word more and aligns the metric and motivation. Overall, it has a message that their superiority of the smartwatch product is being able to display a complete training metric so that it will be continued to be motivated to exceed the result of previous metrics. From the example above, we can underline that copywriting should focus on the problem and solution in the pictures. And also can be part the advantages of the futures of product that can solve problem. So there are several points of addition that we must do pay attention in creating copy. Number one, the copywriting consists of heading and subheading, don't write detailed specification of the product or long description of the issue. Make sure all the content is present in short sentences are short. Information. Number two, in promoting a product, don't focus on the specification like before. But we can explore the benefit of product that can solve the problem. rr consumer. The benefit maybe comes from the ability of a product or the advantage from competitors. Social movement. We also don't focus on prohibition. Don't litter, don't smoke, don't drink alcohol. But we can tell the benefit if we do certain action. People are more interested in imagination. What if we do something better rather than being forbidden due to certain action Number three, writing the copy from the audience perspective, write copy as if from the perspective of the audience, meaning that we read Copywriting according to the audience of the topic, we rise. for example The issue of smoking means that we position ourselves as, as smokers. If the issue raised is about environmental pollution, it means that we are positioned as people who often throw garbage and waste. So in the sentences and copywriting will be related to the target audience or target people. Number four, we must reach our diction. Rich, our word vocabulary, slang, jokes or trend that happening. Make sure our copywriting Relate to undermine the pupil. Next, we will try to find copywriting on the print ad we have met before 9. Writing Copy on Project: Writing copy on project, case one. As you can see, this poster is a commercial Poster print ad that promotes solar power providers. This fictitious company called Solar on one to convey to people on the audience that a company can provide solar power plant on any scale. Because the product wants to promote solar on home. The target audience who have their own residents. From that visual, the most standout visual is one of. the houses still on electricity in blackout in heavy rain. The solar on electricity not only provide solar power, but in the solar on electricity can turn on the electricity in any situation, the visual will give the image that solar, on a product is good quality and durability. That is the point. That wants to convey the company to the audience. So, because what makes it different from the competitors is quality and durability. We must find copywriting to imagine that I read always on, on always. It means solar product can provide electricity at anytime. And in any situation, maybe the competitor have similar ability to provide electricity for a long day. But the solar product highlight durability with on always which mean the machine or system can run continuously without a problem. I also read a second copy of this design, but from a different perspective, I want to highlight the main function of the product, which is to prefer electricity, but not connected to the electricity network or public electricity. I want to make people who use this product feel cool, proud and feel different from others. So I read, your home is a power plant. So the Power Plant means that the house is not just a house, an ordinary house, but the house can have its own power plant, electricity even though just small power plant. So it will give our field and imagination that the house is a power plant, not an alternative energy resources, but a Power Plan. Now, I have a power plant in my home, case 2. In this poster we will write Make copywriting from this picture. I want to convey to people that renewable will be important in the future. If we still rely on fossil fuels, we are worrying about our children in the future. So the posterize energy issue, more specific is in the solar panel on the rice field. But if we pay attention more closely, the solar power plant facility forms a battery and if you pay attention into the solar panel. There is a form, a baby image. So we think that renewable energy will be in the source of electricity. From that description, I write powering next-generation. the copy, describe that in the energy for the next-generation should come from clean energy and not rely on fossil fuels anymore. We must have our next-generation from climate disaster due to lack of energy because fossil fuels in prediction will be running out from that solar power plant. We got the electricity to power in home, appliances, industries, companies and etcetera. Then the copy powering next-generation I put on the roof of the building means the phosphate is a movement and persuasive people or community. To do the same. They will prioritize clean energy for the future. case 3. In the next print ad, maybe you are wondering what this means. Here is six socket of electricity, five of them currently in use. And on the top of the socket depicted smoke exhaust pipe, like in a coal-fired power plant. But only one socket is not in use and no smoke is out from the pipe. And then, and then the cable dangling down the resemble the shape of a hand maybe make you more curious and blood pressure devices It means to describe that in the cable, there isn't the flow of electricity through the cable. So imagine a blood pressure device that can meet certain emission from the cable. Even though this is just imagination, it is not real in the poster wants to convey to people that there is more dangerous than hypertension and convincing people to reduce their electricity usage. The hook, the audience about the importance of reducing electricity. I just the Copywriting, hypertension harms in the body, but high emission everybody. It means we often worry about high blood pressure and we immediately fix our life habits and it consumed to control blood pressure at a normal level. So the Poster wants to call people to act the same when they know that high emission could harm everyone. So I use a combination pattern for hypertension and high emission for the copy. And then the answer is on the harm, which one harm our body and then the second one harm everybody? People will think about the comparation when they're looking the illustration. And then people will know our electricity mostly still rely on coal, burning and releasing emition into the air. So we must to careful in daily use and then people can participate in commitment reducing electricity usage. Next, print ad for the Copywriting this pin and I choose the sentence, light on life on, it means when the light is on refers to the electricity and the activity will run. We can use the electricity to turn on the appliances, electronics and other stuff. The copywriting light on live on using rhyme patterns. The word light similar to the life and the word on in each line. In short, even though in a remote area. But when electricity is available, we can live like in the city 10. Design by Rule: Design by Rules. In this session we're going to dive deeper into layout. I think it's important to learn when designing something. And Poster are no exception because the layout will make our design look good, are messy, in photography, perhaps we are already familiar with photography composition. Photography competition will help us arrange objects. So in that in the photo look good. Some of them are the golden ratio, rule of thirds, symmetrical fill the frame, golden triangles and many more. More than ten photography, composition can be referenced for photographers to take picture. And this competition also applies in making design, including, in making poster print ad, advertisement. In this session, we will use several photography composition to help us with layout designs. We're going to focus on the golden ratio, the rule of third and feeling the frame. But, but to shorten the discussion, we will apply the golden ratio to in the poster layout. Why do we choose golden ratio rather than other composition? The answer is, I don't know, but that it just works on my design. It's like having a flow on how the written the design. On the other side, the composition makes our object design look proportional. So let's to the case one, as you can see in the poster one layout based on the golden ratio rule. The golden rule in the small spiral should become the focus point. And a small spirit will distract attention from the entire poster. In the flow rate will be from the left to right, from, up, from top to bottom. First side we will present several House residents, and then our attention will be under one-third right side. There is one house that appears different from the others. One house that's still turn on electricity, will distract our attention from the entire poster. And then to place the Copywriting, I choose to write on top of the house but still in the area of golden ratio. So based on this poster, the golden ratio can be as a guide, border to place the object in order to look comfortable to the eyes. This Poster also can layout using the symetris rule because the form of the house is similar. The next poster also use because embrace your role, but it's different from before. I used the golden ratio in portrait mode. I think it's quite helpful to the object should be on the inside golden ratio. Again, the small spiritual will distract or become the focus point of the poster. But this poster has two focus point actually first on the screen that shows that CO2 level on the bottom and the second on the socket slot, that is no use. I prefer to make socket electric become the main focus of this poster. The poster Wants to convey safing electricity to reduce emission. So in the electric socket no use. The pipe with no smoke becomes the main focus to hook people doing save electricity. But I think in terms of simplicity, the first print ad is easier to understand. This design is hard to understand at first sight, our short time, because again, this poster has two main focus and don't know which is the main object and the secondary object, but it doesn't mean the poster is worse. Again, the composition is guide for us in the designing process, not a requirement or we don't must follow the composition rule. With the composition, at least it will guide us to line the object or as a border to make proportional object and placement. Besides, we paid close attention to on the composition. Other consideration also be important like choosing the font, the size of object, and the placement of the object. I think the more we practice design the more we will be accustomed. But if we know the way, we are more effective in learning 11. Conclusssion: I want to say thank you so much to all of you who join in this class. I really appreciate it and I'm happy to share about this class. And in this session, I want to summarize what is the important point in several tips to make poster print ad. I want to recall our memories during this class, first the purpose of Poster print ad is to confine the message to society, to people, to audience, provide awareness to the people about the current issue. And then invite people to take action to solve the issue. Or it could be commercial campaign about a new product with a new features that could solve people's problem. in short to make people aware of the problem and invite them to take action. Second, when it comes to finding the idea and visual, we must research-based on the creative brief. A creative brief is a significant important. Imagine the creative brief is a problem that we want to fix. Then we take brainstorming to find solution and we will get many solutions, but which is the most suitable solution idea and visual to solve the problem? to have focus our idea, we can start with the main issue, specific topic so that the discussion is more focused. Start from a big issue and a narrows it down. Specific topic that is still part of the big issue. Because if we make a campaign From an issue that is still common, we will find it hard to look for ideas. In addition, the audience who sees it will have difficulty digesting the message from this print ad, because the audience perspective will be fairly wide, that we must pay attention to the message. visual, tone, and call to action. The message must be, conciese, clear and easy to understand. The tone poster here means the fill of the poster, which could be suffer some persuasion, surprise, or insult, and makes sure the third is creative mood, not in boring or in prohibition. And the last is invite to take certain action to solve the problem last but not least, is copywriting copywriting could make this poster feel live copywriting is the soul of the poster. really careful when writing the copy. The choice of words and diction in sentences is very important so that writing copy can attract the audience. Thank you for everyone. I'm happy to share material in this class with all of you. Thank you, and see you in this other class.