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VISUAL TECHNIQUES AND STORY COMPONENTS CHART--FILLED OUT BY USING ONE OF THE AD'S INCLUDED OR ANOTHER AD FROM ELSEWHERE:

\f\f\fStory Components in an Ad CHARACTER(S): the "people" in the ad and the personalities they seem to have. PLOT: the event that is shown in the ad itself and the events that you imagine have occurred before, or will occur after that moment. SETTING: where and when the scene shown in the ad takes place. SYMBOLS: an object that stands for something more than itself. SUB-TEXT: a meaning that goes beyond the surface meaning suggested in the ad.Visual Techniques in Advertising Visual Elements in an Ad What Makes It Effective? LMEt the overall feeling that is conveyed by the ad oy, fun or satisfaction}. Tygface: the size, shape, and style of the print used in the ad. Logo: the sign, symbol or lettering that stands for the company or the product. Li_Q_b_t:the brightness of the ad, the contrast between light and dark, and the relationship between them. Show: the shape ofthe product, the shapes of the othercomponents of the ad, the relationship between them and what thoughtsilfeelings are conveyed by them. Overall Comition: the combined effect of the General Mood, Typeface, Logo, {Zolour Scheme, Light and Shapes in the ad. Colour Scheme: the colours used in the ad and how they relate to each other