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 ...

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