Talking about the Visual Control and Advertising Value of Newspapers (I)

As one of the most traditional visual advertising media, newspapers have their own advantages, but they also have their own natural limitations. For example, compared with magazines, the visual quality of newspapers is relatively poor. In China, the visual quality management of newspapers has long been placed in the secondary, auxiliary and supporting roles. It has not received sufficient attention. Some advertisements with higher visual quality requirements have to be kept away from newspapers.

Just as people can roughly judge their identities by wearing a person's clothes, they can also roughly judge the “identity” of newspapers through “looks” and clothing. This means that the newspaper's visual appearance can convey the newspaper's taste, temperament, personality, grade and other information.

Newspapers are "newspapers," "utility papers," "point of view papers," and "experienced papers." The external form of the newspaper, that is, the visual, before the content is close to the readers and the advertisers, is the first pass that induces readers and advertisers to experience. A certain newspaper in Hainan proposed that “Let the newspapers look better” and ask that the printing and printing sectors should cooperate with each other. Among these, mention is made of making the layout look better, arranging beauty editors to take part in the layout design for each day, and asking for freshness, cleanliness, transparency, and pleasing pleasure; Better looking, well-designed production and layout, and strive to improve the artistic effect of the advertising layout; let the picture look better, buy high-quality paper, improve the quality of the print, make pictures, text clear, ink shades affordable. 2 "The layout is good-looking," "advertising looks good," and "photos look good" can directly or indirectly increase the advertising value of newspapers.

The author tries to talk about the advertising value of newspapers from the perspective of newspaper visual control. It should be noted that strengthening the visual control of newspapers is only one of the means to increase the value of newspaper advertisements. The most important thing for newspapers to absorb advertisements is the content.

"Newspaper Psoriasis" Impairs Advertising Value

Nowadays, many newspapers have column advertisements. These advertisements generally account for a column of newspapers, commonly known as “column advertisements.” Some newspapers controlled the number and quality of column advertisements on the layout, resulting in fewer or fewer board advertisements. However, some newspapers had a lot of column advertisements. There were actually five or six in a four-page layout. The quality is very poor, and some can even be on the front page. There are a large variety of column advertisements, the most being medical advertisements. Seeing these inferior advertisements in the newspapers will inevitably cause people to feel that this is the extension and displacement of “Urban Psoriasis” in the newspapers. It is tentatively called “the newspaper psoriasis”. Like the poor prints often seen on telephone poles, abandoned walls, and dark corners, “psootholins” are often dark, long-chain, and large-scale, allowing readers to produce After the long-term and repeated stimulation of “place association” or “carrier association”, readers and advertisers will psychologically compare these newspapers with the carriers of “city psoriasis”.

One of the basic considerations for advertisers launching newspaper ads is to read the merits of newspaper advertising. The so-called advertising environment refers to the influence of the overall image of advertisements published on newspaper pages on the effectiveness of advertisements. If the ads on newspaper pages are all better-known brands or categories, then the brand will be affected by the same brand as consumers. On the other hand, if other advertisements are produced poorly and their quality is low, the brand advertisements will be easily challenged and the effectiveness of advertisements will be affected. 3

The theory of advertising environment can also explain the fact that many newspapers are coveting high-quality advertisements such as cosmetics, costumes, high-grade daily necessities, and motor vehicles that are carried by fashion and financial magazines. The "Deluxe Edition" expects a share from it. It should be acknowledged that some newspapers have launched a "fashionable" layout, or have launched a "deluxe version" in order to make up for the inadequacies of newsprint printing. They have indeed absorbed a number of high-quality advertisements. The premise here is that the newspaper's overall advertising environment is not too bad. While some newspaper pages are surrounded by “psoriasis advertisements”, while the other is a fashion edition and a deluxe edition, the advertising environment is untidy and inconsistent, giving people a visual sense of disruption. The inferior advertisements interfere with quality advertisements with great effects. not ideal.

A newspaper should strive to create an advertising environment that is in line with its own positioning and newspaper image. It should not lose sight of its long-term interests because it ignores immediate interests. Some newspapers strictly adhere to the bottom line of advertising filters, and do not give inferior advertisements a foothold. After a difficult period, high-quality advertisements have come. Some newspapers were forced by short-term financial pressure, what advertisements were required, and what advertisements were advertised. Large and small were the “disease” and “disease” advertisements. They simply turned into a “psoriasis newspaper” and entered “bad advertising”. The vicious cycle of expelling high-quality advertisements is tantamount to drinking thirsty.

If the newspaper can control all kinds of inferior advertisements, it will not only make the newspaper “reading” more attractive, but also improve readers’ experience in reading newspapers. On the other hand, it can also improve the advertising environment of newspapers and reduce the interference of inferior advertisements on other advertisements. Realize the advertising value of newspapers. It does not mean that such ads are not controlled if they are controlled, and if they can be integrated and categorized, some necessary screenings can be made and they can be placed on the layout, or they can be published. After all, such ads are Some newspapers are still a small income.

Layout design needs to "be nice" to advertising

The visual impact of newspapers on the value of advertising is mainly reflected in two aspects:

1. Picture quality control

In the pages of some newspapers, we can often see this phenomenon: pictures with no news value and no visual value become the front page of the main picture; a very powerful picture without pictures; some against basic vision The ethical pictures are on the layout and so on. In the editorial department can also feel: editors, reporters and newspapers at all levels of management personnel, a poor quality of the manuscript is often very low tolerance, even if a manuscript appears a typo will be discovered. However, for some pictures with poor quality or obvious "mistakes", most editorial staff are difficult to identify.

Some authors in the newspapers who have a better picture quality control level in the country have inspired the author. For example, He Longsheng of “The Beijing News” believes that in the current domestic newspapers, “giving up a picture on the ground of lack of news is considered to be a matter of course, and it is rare to abandon the picture on the grounds of poor vision. Similarly, It is not controversial to enlarge a picture with a poor sense of form but important content, and it is controversial to magnify a picture with a good sense of form but relatively insufficient content. All the results are long-term and short-term, allowing graphic texts to be maximized according to their own laws and maximizing value, while professional editing of cover artwork must emphasize the principle of visual precedence."" Yue Qiang of the Oriental Morning Post said: "For the photo editors to make primary elections and recommendations, they will be searched according to the principle of 'news first and visual priority'. The company has chosen the best news from the day and is pursuing visual performance. Perfect, pursuing simplicity, directness, and readability in language expression, and in conformity with the newspaper's philosophy, fashion, atmosphere, urbanization, and on-siteness.