Advertising and Brochure Design: Communication Structure & Features

The power of communication carries inherent risks: caution is necessary. Words can defame history's merits, and insults, once spread, amplify like bellows. Rumors can be false, quiet as a deep well, yet become more corrosive than iron.

The Fundamentals of Advertising Communication

Advertising is a technical communication medium that serves two primary functions:

• Denotative (Informative): To provide information and explain product features to consumers.
• Exhortative (Persuasive): To persuade the recipient to act or purchase.

Goals of Advertising Traffic

Advertising aims to achieve specific outcomes:

• Product Purchase: To achieve the goal of the receiver buying a product.
• Propagandistic Influence: To influence people to act in a certain way.

Key Features of Advertising

Advertising combines images and texts and always has a persuasive purpose, focusing on concerned values and product features.

Structure of an Advertisement

An advertisement is composed of two main parts:

1. The Iconic Part: Includes images, the brand name, and the logo.
2. The Textual Part:
   • The slogan, which is a phrase that is easy to remember.
   • The original and informative text that presents specific product features.

The Informational Brochure

The informational brochure is typically part of a larger campaign. Brochures are easy to distribute and can be found in many locations. They are intended for the general public, and the information should be presented in an attractive way, often accompanied by illustrations. The main data is usually presented in abstract form or as an outline.

Brochure Features and Objectives

The brochure aims to inform, explain, and propose conventional solutions. It presents information in a clear, direct, and attractive manner. The contents are exposed following a logical, hierarchical, and coherent order. The receiver recognizes a certain authority on the subject, and the brochure is collective, using standard language.

Brochure Structure

A typical brochure structure includes:

• The Cover: Features the title or the campaign slogan.
• The Central Section: Information is presented with short texts, often utilizing images or drawings.
• The Back: Often offers solutions or contact information.

Common Abbreviations in Documentation

The following abbreviations are frequently used in technical and informational documentation:

esq.

Left

dta.

Right

pral.

Main

entl.

Mezzanine

pl.

Square (Plural)

esc.

Scale

Apt.

Apartment

c.

Street

ptge.

Passage

ex.

Example

Excm.

Most Excellent

Ilm.

Illustrious (Illegal)

Il·lustríssim

Most Illustrious

Mr. / Ms.

Sir / Madam

Hon.

Honorable

Il·l.

Illustrious (Honorable)

Pr.

Chairman / President

Dir.

Director / Conductor

Secr.

Secretary

Dr.

Doctor

Mgfc. / Mgfca.

Magnificent (Masculine / Feminine)