Graphic Design Portfolio-Builder: Adobe Photoshop and Adobe Illustrator Projects

Advertising Design Fundamentals

Let's start by defining just what we're getting into here. The word advertising comes from the Latin ad vertere, which means “turn the mind toward.” A more modern definition would be “impersonal communications through various media by businesses hoping to persuade a targeted audience.” Advertising communications come in many guises—magazine ads, posters, billboards—but all have the ultimate goal of motivating an audience to purchase something.

Figure 8.2. A little humor goes a long way in making an ad memorable. The skinny gingerbread man in this Oregon Chai ad conveys the flavor of the product and its sugar-free nature, along with a few laughs.

Figure 8.3. This striking ad for the Museum of Latin American Art ...