Lesson 1: Difference between British English and American English
When I create an advertisement, I have to know the target.
- Centre – center
- Colour – color
- Theatre – theater
- Grey – gray
- Underground/tube – subway
- Biscuit – cookie
- Trousers – pants
- Aren’t – ain’t
Basic elements of graphic design
Line: It's an infinite sequence of points. A line connects two points, and I can see a line in different shapes, sizes, and spaces, giving the illusions of dimension. A line can be diagonal/slating, horizontal, vertical, curved/wavy/squiggly, heavy/thick or light/thin.
- Comparative: More diagonal, horizontal, vertical, curved
- Wavier, squigglier, thicker, thinner, heavier, lighter
Shape: A group of lines. A shape can be natural, geometric, organic, irregular, symmetrical, or abstract.
Space: It is a mass, height, and width, referring to the distances between, around, or within components of a piece. A blank area, black area, place with lines, shapes, and elements. Space can be positive or negative, white or dark, open or closed, shallow/superficial or deep.
Size: The physical dimension of an object. Size can be large or small.
Scale: The size of the element as it relates to its usual physical size.
Texture: Repetition of the same element. In art, it's the tactile quality of the surface of a work of art. Besides this tactile sensation, texture can also give visual interest. Texture is included in design because I can use dots and dashes for a border instead of a simple solid line. I can use typography, a serif font, and debossing/embossing.
Value: It is the tone of the colour (like dark or light). It’s not a colour or a contrast.
Colour: The color wheel: hue (pure colour), tint (hue + white), tone (hue + grey), shade (hue + black), complementary colour, primary triad, and secondary triad.
Duotone: Image consisting of two colours.
Gamut: A range of available colours.
Gradient: A gradual transition of colour.
Pantone matching system: A colour matching system allowing designers and print shops to match colours using Pantone swatch books.
Rgb: The colour mode read by computer screens and the web. It consists of red, green, and blue combinations.
Keywords: Creativity, typography, creativity, ideas, software know-how, marketing know-how, brainstorming, point of view colours, layouts and grids, art, and culture knowledge, size.
Lesson 2: Advertising
- Profit: guadagno
- Revenue: entrata, reddito di un'azienda
- Market research: research my market. If I want to sell something, I have to know who is my market (target).
- Publicity: If I publicise something, I make it well known to the public.
- Prime time: The television time with the maximum number of viewers. Large target.
- Full page: Of a newspaper
- Broadsheet
- Tabloids: giornale di scandali, scoop
English advertising exploits the high adaptability of the English language. English enables the creators of advertisements to use word puns, figurative language, and to mix individual styles and types of text. Advertising unifies language, pictures, and music; it contains information, invokes emotions and imagination, it can capture all five senses and, besides, it has social and practical aims.
Ways to advertise
- Tv commercials
- Newspapers
- Magazines
- Business cards
- Gadgets and events
- Radio
- Internet
- Banner
- Unconventional marketing
- Guerrilla marketing
- Promotes
- Distributing
- Giveaways
- Posters
Benefits
- Internet: Fast, unlimited information, immediate, reaches many people, especially younger generation, many to many, interactive.
- Radio: Cheaper, listening, not watching.
- Tv: Viewer always passive, TVs are in each house, is the most used medium of advertising.
- Newspaper: Traditional, there are different types of advertising, touch and smell (4D).
- Flyers: Very cheap, small, wide distribution.
- Billboards: Very big size, very visible.
Disadvantage
- Internet: You need a device to have internet access.
- Billboards: Distracting to drivers.
- Sms: Intrusive and boring.
Differences: The first advertisement has a small amount of written information (in German) in the bottom right-hand corner, by the logo. The second advertisement exploits the meaning of the verb “to unhook.” Do we need any words to understand this ad? (Ad is often used as an abbreviation to talk about advertisement.)
In these two ads for Marmite Spread, there is a link to two book characters: this is a link with the UK Government's Literacy Scheme to promote reading amongst schoolchildren. Advertising for children is always more coloured.
Lesson 3: Persuasive techniques in advertising
To spend: spendere
A spend: the quota to spend for something
Predict/forecast: say something before it happens
- Free, new, miracle, magic, easy, quick, sensational, remarkable, revolutionary
- Old, out of date, faded
A technique of making advertising is using humor: this makes people laugh or smile. Consequently, they associate positive or happy feelings with the product or service.
Products comparison: The product or service is compared with a competitor’s. It’s used to highlight the superiority of the product against competitors.
Celebrity endorsement: A celebrity is shown using the product, and often also speaks about it positively. People may wish to be like the celebrity, and they transfer their admiration for the celebrity to the product or service.
Slogans also utilize some of these persuasive techniques.
Lesson 4: Sentence structure in advertising
Sentences that describe what the product does are active sentences.
- People play football everywhere.
Sentences that describe the processes for making the product are passive sentences.
- Football is played by people everywhere.
- Football was played by people everywhere.
Passive form
- Made of or made out of is used when we can see the original materials used for an object.
- Made from is used when we can’t see the original materials used for an object.
- Made with is used to talk about a material used for making an object when it’s not the main material used.
- Made in is used for describing the origin of the product.
- Made something for someone is used for describing the sponsor or intended recipient of a product.
- Made something for a reason is used to describe the reason for making something.
- Made something into is used for describing a process of transformation.
Exercise
Underline the appropriate words in these sentences.
- A football is made | of | for | in | leather.
- Leather is made | with | from | by | animal skins.
- FIAT cars are made | from | in | by | Italy.
- All our cakes are made | in | into | with | fresh cream.
- David Copperfield was written | from | by | for | Charles Dickens.
- It was decorated with flowers which were made | into | out of | for | sea shells!
- This ice cream is made | with | out of | of | vanilla.
- My wedding ring is made | with | of | by | gold.
- Paper is made | into | from | by | wood from trees.
- This soup is made | in | with | after | chicken and asparagus.
- This photograph was taken | by | in | at | Thailand.
- These songs are sung | in | of | by | Chilean singers.
- I collected some wild flowers | of | from | for | my husband.
- I’ve made some cakes | for | at | by | your birthday party.
- The gardener made a building site | for | into | up | a beautiful garden.
- This palace was built | by | with | for | the President.
- Michelangelo carved the statue | in to | with | out of | Carrara marble.
- This vodka was made | of | by | in | Ukraine.
- Did you hear the new song | of | from | by | the Atomic Kittens?
- The winning goal was scored | from | with | by | David Beckham.
Lesson 5: Adjective order and phrasal verbs
Adjective order
Adjectives follow a specific order:
- Value/opinion/quality (nice)
- Size (small)
- Age (new)
- Temperature (hot)
- Shape (square)
- Colour (black)
- Material (silk)
- + noun (dress)
Example:
- Long curly blonde hair
- A Rodin exquisite bronze sculpture
- A French old black and white film
- Autumn damp piled leaves
- A classic Spanish play
- The white-capped rough sea
- A rare thick lukewarm steak
- A beautiful antique gold ring
Phrasal verbs
- I complained, and the company tried to sort out the problem.
- Bill and Melinda Gates set up a new foundation to provide vaccinations.
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