ANALYSIS ON TYPES AND APPLICATION OF EXCELLENT ...

THE SCIENCE OF DESIGN BULLETIN OF JSSD Vol. xx No. x 20xx 1

ANALYSIS ON TYPES AND APPLICATION OF

EXCELLENT PRINT ADVERTISING DESIGN

Shy-Peih HUARNG * , Regina W.Y. WANG **

National Taiwan University of Science and Technology, Graduate School of Design, Taiwan. *5F., No.9, Ln. 102, Anxiang Rd., Xindian Dist, New Taipei City 231, Taiwan(R.O.C.).

** No.43, Sec. 4, Keelung Rd., Da’an Dist., Taipei City 106, Taiwan (R.O.C.).

Abstract: Excellent print advertising design can enhance the advertising effect and increase the product sales. Therefore, how to present proper advertising design is important. The related design context and rules are the references for designers. This study invited design experts to analyze 200 pieces of awarded advertising, and by experts’ design knowledge explores the content of samples and design techniques in order to generalize types and applications of excellent adverting design. The research finding are seven design types : citation, exaggeration, manifestation, personification, contrast, metaphor and symbolisation. Among those, the use of metaphor and exaggeration were found to be the more common. This study got a suggestion as follows. When developing design ideas, designers should combine design element by familiar images, so that consumers will approach strange products and their impression will be enhanced. Keywords: Graphic advertising design, Design methods

1. Introduction The main purposes of print advertising are to stimulate

product sales, and transmit brand images and group concepts. It is a type of persuasive information transmission activity. Designers deliver their product ideas to the consumers in visual presentation; the consumers are able to understand the product features after viewing the visual images, thus developing strong impression and understanding toward the products. Therefore, a good design idea should be able to effectively increase the attraction and impression of the products after text and visual presentation.

In recent years, many researchers have suggested that creative advertising, in comparison to common advertising, it more likely to enhance the advertising effect [16] [17] [19]. For instance, creative advertising can trigger consumers’ affection, enhance brand memory, strengthen the persuasiveness of products and influence consumers’

loyalty and intention to purchase goods [21][25]. This study focused on advertising with good advertising effect as the subjects and used award winning advertising from the Times Awards as the samples. Based on experts’ design knowledge, and their verbal analysis of samples, this study conducted word coding and classification, and analyzed content of samples and design techniques. Finally, the researcher categorised the types and applications of excellent advertising design. The findings of this cumulative study of design knowledge can serve as reference for learning professional skills upon data organisation and knowledge application.

This study included three stages. In Stage 1 the design ideas were collected. Focus groups were used to interview eight design experts regarding design ideas, in order to collect information on advertising design. Stage 2 was expert classification. Four design experts were invited to analyse the image characteristics of the coding data after the

The Bulletin of JSSD Vol.1 No.2 pp.1-2(2000)

Original paper

THE SC IENCE OF DES IGN　 BULLET I N OF JSSD　Vol. 61　No. 1 2014 87

Original papersReceived April 27, 2012; Accepted February 5, 2014

Copyright © 2014　日本デザイン学会　All Rights Reserved.

2 THE SCIENCE OF DESIGN BULLETIN OF JSSD Vol. 53 No. 1 2006

interviews and classify the design types. Stage 3 was an analysis of the design element, in which two experts from Stage 2 conducted content analysis on the image characteristics of the design types in order to find common design elements of different types an propose their application. Thus, by focus groups, expert classification and content analysis, this study classified award winning advertising and proposed types and applications of excellent print advertising design. 2. Print advertising design

Since Gutenberg invented typographic printing, messages could be transmitted through print media. Today, with the rapid development of technology, the various kinds of electronic media are much more popular than print media. However, advertisers still invest more money in print advertising than in electronic advertising[29]. The reason is that the words in print advertising can be used for the communication of facts, in order to confirm the descriptions of brands or products and then compare them with other brands or products. The visual effect of images can deliver implications or stories by abstract images that increase the aesthetic value[1].

Many recent studies have classified print advertising. For instance, regarding the performance of advertising images, Roukes (1995) proposed 23 kinds of skills for image performance, such as repetition, increasing, overlapping, substitution, and changing percentages[20]. Based on image metaphor, Phillips and McQuarrie (2004) classified advertising images into juxtaposition, combination and substitution[19]. As to the design of advertising layout, Messaris (1997) divided advertising and editing into causality, contrast, analogy, and generalisation[13]. Cleveland (2010) analysed grid, background space, illustration, graphic and type format of advertising editing at different times, in order to categorise the composition style of advertising images in different years[7]. Regarding picture-headline interactions, Chen & Chang (1996) suggested that the headlines of advertising and images enhance each other[5]. According to the interaction of texts and images, advertising is divided into text-image overlapping, text-image supporting and text-image correspondence. As to the design analysis of advertising image thoughts, Goldenberg, Mazursky and Solomon (1999) observed advertising images to develop pictorial analogy, extreme situation, consequence, competition, interactive, experiment, dimensionality alteration, no creativity seven design template by organizing

advertising creativity[9]. As discussed above, there are various types of print advertising classification. This study focused on the designers’ thoughts to construct design methods based design ideas, as the references for the designers’ brainstorming.

3. Research Method

This study aimed to analysed the design types and application. Focus groups were used to collect ideas of advertising design, and experts were invited to provide generalisation and analysis. Content analysis was then conducted on the design elements of the methods to obtain a common design and establish method applications. 3.1 Focus Groups

Focus groups are also called group in-depth interviews. In 1962, Goldman described the difference between focus groups and other group studies using the three items of group, depth and interview. A group refers to “an interactive group with common interest”, depth is related to “deeper information than common interpersonal relationships”, and an interview implies the existence of one moderator and “uses the only tool in the group to acquire data”. The moderator is responsible for the interaction and for proper discussion and is the key for successful discussion in the group. The interview content is logged using video or sound recording. After the interview, the data will be transcribed as the base of further analysis. During the analysis of the transcripts, at least two independent analysts are needed for coding in order to indicate the reliability of the coding measurement[23]. This study adopted the consistency percent agreement to calculate interrater reliability. After the two analysts’ editing, a third researcher was invited to evaluate the interrater reliability of the two analysts. The results showed consistency among the observers (analysts) and the reliability was acceptable (> and =70%)[3]. 3.2 Expert evaluation

Expert evaluation can be used to rapidly acquire knowledge and evaluate problems. It is commonly used in topics with a broad scope, in order to reorganise opinions [24]. Experts can provide technical responses based on personal knowledge and experience. Generally speaking, expert evaluation can be divided into two dimensions: 1) the proposal of technical questions, such as what are the proper variables or analytical methods in data, and what are the effective hypotheses; and 2) the provision of an evaluation and possible problems and uncertain moderating sources, in order to estimate breakdown or disease rates and to confirm weighted data sources or uncertain factors of

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characteristics. Expert judgment can be combined with other data to become primary data examination or experimental design data [4]. 3.3 Content Analysis

Content Analysis is a descriptive and predicative research method. It is a type of qualitative analysis which treats message characteristics as a research variable, and it is non-intervention study. Before content analysis is performed, the types and units of analysis will be established for measurement. Finally, the researcher will compare the frequency of the symbols, in order to meet the requirement of quantitative analysis[14][26]. The researcher must compare the analytical results for the same topic from at least two coders in order to test the reliability. This is called analyst reliability. This study calculated the reliability coefficient using agreement reliability analysis. The higher the reliability coefficient was, the higher the cognition consistency would be. The reliability was acceptable (a coefficient>0.85, according to a reliability coefficient >85% as suggested by Kasarjian). Thus, data coding was formally conducted [2] [27]. 3.4 Samples

Based on the research purposes, this study collected the awarded works of Timesawards by purposeful sampling as the design ideas for the focus groups. The samples referred to the selected print advertising in Selected Collection of Timesawards in the Past 30 Years, and Volumes 4 and 5 of Selected Creations of Timesawards in Taiwan. Commercial and outdoor advertising were eliminated. Selection was based on random sampling. One work of each series was selected as the sample, and a total of 200 advertising samples were selected as examples of excellent print advertising.

This study presented the samples on A4-sized paper, in order to match the size of print advertising in newspapers and magazines. Each sample was re-scanned and printed on printing paper using an Epson R290 printer. 3.5 Subjects

This study recruited eight voluntary subjects, including four university lecturers and four designers with at least seven years of work experience. The average age of the subjects was 35 years old, as shown in Table 1. The main purpose was to recognise the design ideas of award-winning advertising using the designers’ observation and analysis. During the interviews, each subject was able to discuss the design ideas in 200 samples according to personal professional experience. The results of each sample were based on the agreement of the eight experts.

Table 1. designer professional background university lecturers designers

gender age school gender age company

A f 32 ntust E f 33 advertising

B f 35 cute F m 36 design

C f 38 ntust G f 27 design

D m 42 ksu H m 40 advertising

4. Analysis

From the design experts, this study analysed excellent advertising design. Through the experts’ rich design experience and capabilities, the design types and application of 200 pieces of award winning advertising were classified. Figure 1 shows the research process, and the steps are introduced below.

Figure 1 Research process

4.1 Stage 1：Design Ideas

The focus group method was adopted to collect data of the design ideas in the samples. The subjects were eight design experts, including four university lecturer and four designers. Before the interviews, the researcher establishes an interview outline on one topic and interviewed the eight subjects using questions with similar meanings. For instance, the questions included how is this advertising designed? What kind of design is it? During the interviews, one design teacher played the role of the interviewer to guide the subjects in presenting in-depth descriptions of the topic. The analysts of the interview data were the researcher and one designer with at least four years of work experience. They discussed and registered the coding types of the data together. A third analyst was invited to test the analysts’ interrater reliability.

First, transcripts of the interviews were reorganised and encoded. Analysts then listed the important meanings of the words. Using the advertising with a cultural foundation in Figure 4 as an example, according to the verbal data in the interview, the advertising was shown by the allusion to and image of Confucius, which was combined with mountain climbing tools to suggest the recruitment of teachers in remote mountain areas so that students in these areas could have good instructional

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resources. From the interview data, analysts screened eight important meanings for coding, as shown in Figure 2.

Figure 2 Interview coding

4.2 Stage 2：Expert Classification

According to coding result from Stage 1, the researcher clustered the words and reorganised important design information. Four design experts were invited to cluster words with similar meanings in the coding results and compare them with the advertising samples. After the experts’ assessment, design elements of the image characteristics were developed and the types of advertising design were classified. Two university professor of advertising design and two designer with at least seven years of practical experience were invited to classify the interview data, as shown in Table 2. Table 2. designer professional background

university lecturers designers

gender age school gender age company

A f 35 ntust C F 38 advertising

B f 35 cute D m 40 design

In research on advertising image design, Cui (2009) and Wang (2011) suggested that after comparing image design by definitions of rhetoric, they demonstrated that the regularity of image language, such as common metaphors, symbolisation, exaggeration, contrast and metonymy in image design, is similar to the manipulation of rhetoric [8] [30]. According to Chuang and Zou (1998), advertising designed by rhetoric is extremely creative regarding conceptual ideas and image design [6]. In the analysis of this study, rhetoric and word coding were compared in the use of sentences. Thus, after the experts’ discussion, the designs were classified and the types were named by rhetoric. Using advertising with a cultural foundation (in Figure 4) as an example, this study clustered eight important words acquired in Stage 1, such as historic allusion, history and Confucius, school, teacher, student and

learning, country, mountain and mountain climbing tools. and resources. History, Confucius, teacher, student and learning could be combined into education. The clustering result was compared with the advertising images to demonstrate that advertising cited the history and showed the lack of educational resources in the country(Figure 3). The experts named this design method “citation”. Confucius was set as design element A of the image characteristics and was designated a citation of history. Mountain climbing tools were set as design element ” of the image characteristics and referred to the country. The combination of design element A and design element B means that teachers should learn from Confucius and teach in the country where there are insufficient educational resources, in order to develop a better educational environment for students (Figure 4).

Figure 3 Cluster the words

Advertising A design element :

Confucius B design element :

mountain climbing tools

Figure 4 Cultural foundation 4.3 Stage 3：Design element

At this stage, according to the design types classified in Stage 2, this study analysed the design elements of the image characteristics in order to find the application of the design elements. In Stage 2, experts classified seven types of design and conducted content analysis on the image characteristics in different types to generalise common design elements and propose design applications. The two coders were the design experts from Stage 2. Before the analysis, agreement reliability analysis needed to be



conducted, and the figures needed to match the reliability level. Using three pieces of citation advertising design as examples (as shown in Figure 5), the analysis on image characteristics suggested that historic allusion, stars and news were common in design element A, while products or advertising messages were common in design element B. After generalisation, the experts proposed the citation design method combines present things A (allusion/science/news), objects B (products or related things) to convey C (advertising information).

Figure 5 Design element analysis

5. Research Results

After collecting the interview data in Stage 1, according to the coding items, this study analysed and registered the verbal data. Two analysts transformed sound recordings of the interviews with the eight experts into written data. A third analyst was invited to test the two analysts’ interrater reliability. The consistency was 98%, indicating that the reliability was acceptable.

In the classification and naming of design ideas in Stage 2, the experts reorganised the vocabulary after the interview coding. Using the interview data as a classification base for the methods, the researcher generalised seven common figures of speech, including: citation, exaggeration, contrast, metaphor, manifestation, personification and symbolisation. In this paper, due to the limitation of space, citation, exaggeration, metaphor and symbolisation were treated as the design methods for analysis and discussion. The other three methods will be discussed in the next study.

In Stage 3, two experts tested 30 pieces of non-sample advertising. The reliability was 0.98; thus, the test reliability of this study was acceptable. In other words, the analysis on the advertising samples was reliable. According to the

common design factors of different groups, the researcher proposed the design using symbols such as A, B and C. The construction and application of the four design methods are shown below: 1) Citation design method

The citation vocabulary characteristic means to enhance the messages informed by widely identified things in order to make the messages more convincing. Familiar images can enhance the consumers’ identification. Print advertising design means to transform widely identified things or familiar images in social lives into friendly and refreshing ones [12]. In the sample analysis, the design of 23 samples referred to citation, and it enhanced the advertising messages or product images through the use of stories, proverbs, celebrities, well-known landmarks, scientific theories, and newspapers, as shown in Table 1, in which A is the existing allusion or event and B is the object. The relationship was shown through adding or cutting out B. In the design method, highly familiar allusions or knowledge could be the references of ideas. The persuasion and friendliness were enhanced by advertising products or related writing messages. Table 3. Application of the citation design method

Description

Step.1

A picture of the meeting of Chinese, British and

American leaders in Cairo. It was adopted for

advertising and the original characters were deleted. It

suggests that by using a conference webcam, we can

participate in meetings in distant countries.

Step.2 Advertising information is shown by historic

allusion or familiar events. The characteristics are set

below:

A design element:

Historic photos B design element : Peoples

Step.3



2) Exaggeration design method Exaggeration means to avoid limits in reality and

become creative and humorous, in order to enhance the audiences’ impression. Regarding graphic design and advertising creativity, exaggeration means to significantly exaggerate the qualities or characteristics of the subject promoted in the advertising, in order to enhance the recognition of the characteristics. Thus, people can realise the creativity in such an impossible reality, develop a rich imagination and have a profound impression[8][12]. The sample analysis showed that 49 samples referred to exaggeration, as shown in Table 2, in which A is the object or environment, B is the object, and C is the exaggerated message. In the design method, the ideas of exaggeration were based on the advertising appeals, and the exaggerated message was demonstrated by the combination of environments or objects. Thus, the image would be more interesting and it would draw the consumers’ attention. Table 4. Application of the exaggeration design method

Description

Step.1

In this advertising, meat is grilled using an

electronic insect catcher with slight power. It

exaggerates the power of the electric mosquito zapper

to suggest the strong power of the battery.

Step.2 Advertising information is shown by exaggerated

and unreal measures. The characteristics are set below:

A design element:

Electric mosquito zapper

B design element :Cooked

meat

Step.3

3) Metaphor design method

Metaphor means to connect similar characteristics between two objects by imagination and then compare them, in order to present concrete and interesting advertising messages. Print advertising design suggests the comparison

between new things presented with familiar ones and then describing new things by known or familiar things. It can also combine the similarity of different objects in order to vividly present the characteristic of one object by the attribution of another. Thus, the products will be more convincing[8] [12] [32]. The sample analysis showed that 50 samples referred to metaphor. They were based on the similarity of modelling, materials, concepts or attributions between two things, and the advertising message was described by metaphor in order to enhance the playfulness. As shown in Table 3, A is the object, B is the modelling, and C is the original object. The substitution is based on the similarity. In the design method, the related elements of products could be adopted to design the similarity of modelling, colour, and function of different objects, in order to indirectly inform the advertising message by the similarity of other objects. Thus, the image would be more interesting, impressive and convincing.

Table 5. Application of the metaphor design method Description

Step.1

In this advertising, the severe competition of

hockey is shown to suggest the rapid moving and

friction of the puck on the ground. The puck is

replaced by a CD to suggest the abrasion resistance

of the CD.

Step.2 The similarities between two objects are alternated to enhance the advertising information. The characteristics are set below:

A design element: CD

B design element : A circle

C design element : Hockey

Step.3

4) Symbolisation design method

Symbolisation means to present specific meanings by concrete things, allowing abstract concepts to be presented



by concrete objects. Graphic design and advertising creativity suggest expressing emotions and messages by concrete images or specific principles. It describes one abstract thing by another. Unrelated items are naturally combined into one in order to develop new visual meanings. Thus, the audiences’ imagination and impression can be enhanced[12] [20] [30]. The sample analysis showed that 27 samples referred to symbolisation. Using tangible objects, intangible and abstract advertising messages were informed, as shown in Table 4, in which A is one object and B is another. The message was delivered by the combination of objects. In the design method, the abstract message could be first transformed into concrete objects and then combined with related objects in order to enhance the intangible feelings. Thus, the consumers could precisely recognise the advertising message and increase the impression.

Table 6. Application of the symbolisation design method

Description

Step.1

In this advertising, the growth ring in the centre of the tree is depicted as the shape of a baby to show the equal value of life and suggest that humans should protect the forest.

Step.2 Abstract emotional information is shown by the combination of objects. The characteristics are set below:

A design element: Tree rings B design element : A

bab

Step.3

6. Conclusion and Suggestions

Excellent print advertising design can effectively enhance the advertising effect. However, among various

techniques, the search for a suitable one is important for the designers. The context and rules of design ideas are the references for designers. This study invited design experts to analyze 200 pieces of awarded advertising, and by experts’ design knowledge explores the content of samples and design techniques in order to generalize types and applications of excellent adverting design. The results suggest that 200 samples of design ideas could be divided into seven methods. In the design content, metaphor is applied the most, followed by exaggeration. This is possibly because metaphor is based on the similarity between objects, in order to renew the original modelling and enhance the attraction of the products; thus, the products could be more convincing. Exaggeration means to exaggerate the messages in order to enhance the advertising efficacy; thus, the audience would have brand-new visual experiences that would enhance the impression of the advertising. This is a more effective technique that can be easily presented.

Designers can treat the analytical results in this study as the references of advertising design, in order to create various kinds of design according to the design characteristics of the different methods. They should be able to recognise the suitable design to present their advertising messages. Future studies can explore the design methods and conduct questionnaire surveys on visual effect and advertising effect, in order to recognise the advertising effect of the design methods.

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