عمليات الاعلان .. كتاب معلم الصحافة والإنشاء

Advertising operations

Before the advertisement is finally published for publication, it must go through several technical procedures that come in the following order: preliminary design, which is carried out by the advertising engineer, drawing and coloring, photography, titles, calligraphy, engraving (making clichés), and printing.

1 - Design: It is the first and most important process, and on it alone the following processes are based, and on it alone the success of advertising depends. In his work, the designer needs extensive knowledge of advertising theories, practical experience with the conditions of the market in which advertisements are published, and the power of observation that enables him to know people’s tastes, desires, and psychology. On the foundations of this knowledge, he builds the design of his advertisement and identifies its impact before presenting it to people.

2 - Drawing: It explains what is difficult to describe in words. The drawn advertisement is more eye-catching than the written one, because it directs the reader’s eye to reading what is written next to the drawing, in addition to it highlighting the shape of the commodity and distinguishing it from others, so it is understood by the educated and the ignorant, especially if it is written. Rather, some people often cut it to keep it in a group that they can refer to for entertainment, and to benefit from what it contains of scenes for different advertisements other than the commodity itself, whether these scenes are natural or unnatural. As for the issue of coloring the advertisement, it is usually discussed when designing.

3 - Photography: Photography has the advantage over hand drawing in that it shows things as they really are without distortion or exaggeration. It is evident that this is closer to the confidence of the masses, as it has the advantage of cheapness and speed.

4 - Titles: Most advertisements contain a main sentence that is about the thing being advertised. For example, in an advertisement for a beautiful club, you read: Did you enjoy an evening in Rabwa Park? And so on. This sentence and others like it should perform two functions: the first is to draw the attention of readers with satisfaction and eagerness to the rest of the ad, and the second is to stimulate the desire to buy in them. This main sentence should be distinguished from the explanation or detail that may accompany it, and it should have the power to lure the reader to read this explanation and that detail. The title may be in a way that informs the advertiser about the essence to be announced, while staying away from anything that diminishes the dignity of the announcement and trust in it, such as exaggeration in your statement (On the Day of Resurrection), and from everything that indicates rebuke or insult, such as your statement (Do not be a coward, and you are a traitor to your country if you do not). The success of an advertisement is measured by the extent to which its title is able to inform readers sufficiently.

E - The font: Before writing the advertisement, he goes through the “camel jeweler”, which is the one that suits the product, meets the public’s acceptance, and encourages him to buy, taking into account the brevity as much as possible.

Then the advertisement is transferred to the (font advisor) who decides which type of font is suitable for this advertisement. After that, he moves to the calligrapher, who writes the sentence in the script he decided for it, taking into account complete clarity and harmonious beauty.

6 - Engraving: This is the process of transferring the advertisement onto a metal plate to be installed on the printing machine. This plate is called (cliché). The process of transferring the drawing and writing from the original paper onto the board requires precise technical operations called collectively (the engraving process).

7 - Printing: It is the means that has provided humanity with the greatest services in producing thousands or millions of written copies, to be distributed to people as food for the heart and soul.