Three sub-types of advertising are detailed under the section about 'method'. I had no idea what this chapter was going to be about until they showed up! Method the first is lecture, which involves discussing the item to be advertised. It's easy for me to think of this style as presentation, because it seems to be going in one direction (advertiser-->client). The second method is called drama, which is when the advertisement takes the form of a story-- a little bit more dynamic than just TELLING. Taking it a step further, the category of participation: wherein the target of the ad is asked to directly participate in the acquiring of the message. Further classical methods, such as comparisons, spokespeople and endorsements, live demos, user testimonials, misdirection, and other gags/stunts/pranks. It's a nice overview of classic methods used to capture the audience's attention, and keep it.
Image: Chuck Testa was just a regular animal-stuffer until he got a sweet ad from McClaughlin/Neal, who used their knowledge of internet culture to make an innovative new ad for the guy.
Chapter 8: Typography and Visualization
This was a neat chapter to read having just come out of the Typography course last quarter. The chapter offers a lot of advice on how to use text to convey what you want successfully, and then uses the opportunity to seque into visual elements in advertising. It was actually a sweet summary of all the GD courses I've taken so far, applied to the specific subject of advertising (which I have no previous knowledge of :P) Image: Sweet German Burger King ad that includes innovative typography as well as visual design. The words are all 'yum' words like 'finger licking', 'delicious', etc.
Chapter 9: Composition
What is composition? That might be the most important question a designer-to-be must find the answer to. Besides making something that intuitively feels good to look at, deliberate organization of elements is critical to composition (if it is to be successful). Buzzwords from this chapter include format, balance, distance, dynamic visual hierarchy, "laws of perceptual organization" (these ones appealed to me the most), rhythm.....oh wow, here are the elements and principles of design popping up again! Classic considerations that every visual artist is required to be able to recite sleeping. Coming up on the section about modularity was interesting to me because I'm not really familiar with print buzzwords, and only just learned how to make sweet grids in Illustrator yesterday. Image: The poster that has been burned into our collective unconscious.