Optimize The Placement Of Print Advertisement And Signage By Anamorphic Illusion

Abstract

Print advertisement is a mean to communicate about products, services or ideas which is intended to inform or influence people who received the message that is usually persuasive by nature and paid by the related sponsors. Strategic placement of advertisement and signage is one of the crucial key of effective communication. Brand recognition can be built through a well designed advertising which is strategically placed. A well develop media placement plan can save marketer from unnecessary and wasteful spending. Placement of advertisement and signage is often constrained by the space and structure of place or location. Visual placement is referring to the place in which a message is portrayed and displayed. The limitation includes the structure of building, the size and space of the placement and the viewing perspective of viewers. This research aimed to study anamorphic illusion as a new creative visual language to deliver message in advertisement to the audience. It also explored the relationship between the laws of perspective and the message portraying tactics and styles. With the analysis of the above study, it will develop a new artistic technique to optimize the visibility of message by overcoming the limitation of visual placement. Through the method of studio practice this study mainly focuses on using law of perspective in creating anamorphic art as the solution to overcome the constraint space and structure in portraying the message in advertisement to the audience. The research was carried out with exploration, interpretation and manipulation through mock-up model. Mock-up of the structure and space will be built in order to secure the idea and concept of perspective study and visual perception of audience which can help in the application of the real artwork. Limitation of structure and space of the location for the placement of print advertisements and signage were recorded in sketches and photographs as the collection of data. This research can give an in-depth study on implication of Anamorphic illusion in optimising the placement of print advertisement and signage. This study also provides a suggestion on new creative opportunity and evaluation in placing the message toward audience.

Creatividad: proceso para crear una campaña publicitaria de principio a fin. Énfasis en el “salto creativo”

“…De acuerdo con lo mencionado anteriormente, , 2018). en consecuencia, el anuncio provocaría una ilusión anamórfica en el mensaje visual, aumentando la atención de la audiencia, con la esperanza de retener la información por más tiempo en su mente (Ho, Saat, y Fauzi, 2018). Kotler y Keller (1993), conceptualizaron el valor de mar ca como "el efecto diferencial que promueve el conocimiento de la marca como res puesta de los consumidores al resultado de las estrategias de marketing".…”