The impact of graphic layout in advertising

Abstract

This dissertation intends to study the importance of the impact of graphic layout in a print advertising campaign. For the purpose of the study, the Cisk print campaign was chosen - this consisted of five adverts published between March and September 1996, in daily/Sunday newspapers and magazines. The literature review will concentrate on the effects of advertising, with a stress on the influence of ideology and culture both during the process of encoding as well as that of decoding. Furthermore, the use of effective graphic layout techniques will be examined. The process of encoding will be studied through an interview with persons from the advertising agency who were involved with the production of the campaign; and this will provide insight into the work undergone. The interview will deal with both the artistic as well and the technical aspects - what were the reasons behind the choices made? Testing of the graphic impact will be measured by focus groups, in which people will be questioned as regards to the content and effect that the adverts have.