Advertising design. 10 illustrated lessons

Translator Matvey Bushkov

© Vasiliy Bushkov, 2018

© Matvey Bushkov, translation, 2018

ISBN 978-5-4493-8907-7

Created with Ridero smart publishing system

Foreword

The “advertising design” course consists of 10 illustrated lessons and is meant to give you the specific visual language of an advertising message.

The course is based on the visual semantics – a sign and sign compositions. There’re figurative, geometric, font signs and trademarks (logos). We work with signs in different ways to create a good figurative advertising message, using such terms as plasticity, trajectory, phrase, etc. We realize that while creating a composition, the main goal is to find the way to promote goods, services and trademarks.

The course is interesting and entertaining, thanks to the set goal, using your own prepared stuff, such as photos, formal text, trademarks, and also, thanks to an opportunity to analyze similar works and rate students’ work examples.

We use CorelDRAW or Adobe Illustrator, also Photoshop if necessary.

Students’ advertising compositions are aimed at visual research and are abstractly characterized, the text contains zero information.

Unit 1. Sign

A figurative sign is used as the advertised object, a trademark is used to represent the advertiser (brand).

We carefully study the way figurative signs and trademarks are formed, we learn to create quite a simple visual text. The dominant in the advertising message is a figurative sign.

In this unit we learn to work with similar works, create sign combinations correlated in plasticity, create trajectories and phrases, use various expressive means, match the image.