اخراج الاعلان .. كتاب معلم الصحافة والإنشاء

Taking out the advertisement

The advertisement is produced by implementing the design in a manner consistent with art and good taste, including writing and photography. It is the one that we should pay all attention to, because it is the final form of the advertisement as seen by the audience, and its success is a resounding success for the advertisement and the advertiser. This requires good speech, good posture, and good art. From all of this, we produce an advertisement that will attract attention, encourage purchase, and depict the truth. All its phrases are short and clear in meaning. In order to fulfill these purposes, we must take care of the following aspects:

1 - Placement and arrangement: This is to arrange the parts of the advertisement in a special way that attracts the eye if it falls near or on it.

2- Choose the appropriate place so that it appears in the middle of the page, or the political news page.

3- Placing special signs: such as a bow and arrow, or dots that indicate a special direction.

4 - Deviating from the norm: by making the advertisement superior in appearance to the rest of the advertisements surrounding it. Such as being larger in size, or different in colour, or in the shape of the frame, or in drawing caricatures, or writing a strange title.

E - Coloring: such as publishing a colored advertisement among others who are not of color, or coloring it in a way that is different from people of color. All of these advanced matters attract the attention of the public.

6 - The wonderful image that matches the subject of the advertisement: the one that motivates one to see it, that arouses a person’s admiration and makes him wish that he were the owner of this product, and convinces him that its acquisition will be beneficial to him and that the price he pays has been paid in its proper place. The method of suspense and temptation is a matter that is due to the artistry of the designer, and the skill of those who help him in directing, and it also has a major impact on the taste of the advertiser. If we limited ourselves to drawing an empty car to advertise it, it would not have had an impact on people, as if we had drawn some friends in it on a seashore, for example, with a gentle smile on their lips, and we decorated that drawing with the beauty of nature that pleases the eye.

7 - A clear, easy-to-read script, such as Persian, Thuluth, Naskh, or Ruq’ah (not Kufic or Hamayouni), taking into account brevity, clarity, and connecting words to each other. Do not write one word at the top, another at the bottom, and another at the right or left of the announcement, as this is something that complicates its understanding and reading. The words should also be written and the drawing should be placed with the reader’s gaze straight, so that it is horizontal, not vertical, slanted, or zigzag.

8 - The beautiful frame that adorns the advertisement, increases its power to attract attention, and gives it its own independence. Even advertisements that are published alone on a full page may be appropriate to surround them with a beautiful frame to increase their beauty and artistic value.