Newspaper advertisements use text and graphics as the main visual stimulation, unlike other advertising media, such as television advertisements, which are limited by time. Moreover, newspapers can be read repeatedly and are easy to save. Due to the paper quality and printing process of newspapers, the appearance, style, and color of products in newspaper advertisements cannot be accurately reflected.

5.1.1 Classification of newspaper advertisements

⒈Newspaper advertisements

This type of advertisement has a small layout and a special form. Without broad creative space, the copywriting can only be focused, highlighting content such as brand or company name, phone number, address, and corporate sponsorship. It does not reflect the entire copy structure and generally uses a declarative expression.

⒉ Newspaper advertising

Newspaper is the page on one side of the masthead of a horizontally typed newspaper. The layout area is not large, but the position is very prominent and eye-catching. If it is a news page, it is mostly used to publish short and important news or content summaries. This position is used to publish advertisements, which is obviously more attention-grabbing than advertisements on other pages, and will naturally reflect authority, news, timeliness and credibility.

Since the newspaper advertising space is small and cannot accommodate more pictures, advertising copywriting occupies a core position and plays a decisive role.

⒊Half-banner advertisements

Half-banner advertisements are generally divided into two categories: about 65mm*120mm or about 100mm*170mm. Since the layout of this type of advertisement is small, and many advertisements are arranged together and interfere with each other, the advertising effects are easy to weaken each other. Therefore, how to make the advertisement extraordinary, novel and unique, so that it can stand out from the many advertisements and jump into the reader's sight. This is something that should be paid special attention to when writing advertising copy.

⒋Single-passenger advertisements

There are also two types of single-passenger advertisements, about 100mm*350mm, or 650mm*235mm. It is the most common layout in advertisements and conforms to people's normal vision. Therefore, the layout itself has a certain degree of persuasiveness. From the perspective of layout area, a single column is twice as large as a half column. This change should also be reflected in the writing of advertising copy accordingly.

⒌Double-passenger advertisements

Double-passenger advertisements generally have two types: about 200mm*350mm and about 130mm*235mm. In terms of layout area, it is twice that of a single column advertisement. This provides a larger space for advertising copywriting. All structural types, expression forms and language styles suitable for newspaper advertisements can be used here.

⒍Half-page advertisement

Half-page advertisement is generally about 250mm*350mm and 170mm*235mm. Half-page, full-page and cross-page advertisements are all called large-page advertisements. It is a reflection of the advertiser's strong economic strength. It provides a broad space for expression in advertising copywriting.

⒎Full-page advertisements

Full-page advertisements can generally be divided into two types: 500mm*350mm and 340mm*235mm. It is the largest single-page advertisement in my country, giving people a broad vision and a sense of grandeur. How to effectively utilize the full-page advertising space and create the most ideal advertising effect is an important task in advertising copywriting.

⒏Cross-page advertising

That is, one advertising work is published on two or more newspaper pages. Generally, there are several forms such as full-page cross-board, half-page cross-board, 1/4 cross-page, etc. Cross-page advertising can well reflect the company's grandeur, solid foundation and economic strength, and is favored by large companies.

5.1.2 Characteristics of newspaper advertising

Newspaper advertising refers to advertisements published in newspapers. Newspaper is a print medium. It is characterized by high frequency of publication, large circulation volume, and fast information transmission, so newspaper advertisements can be released widely and in a timely manner.

Among the four traditional media, newspapers are undoubtedly the media with the largest number, widest popularity and greatest influence. Newspaper advertising was born almost with the founding of newspapers. With the development of the times, there are more and more varieties of newspapers, richer content, more flexible layouts, more exquisite printing, and more and more diverse content and forms of newspaper advertisements, so the distance between newspapers and readers is getting closer. . Newspapers have become the main media for people to understand current affairs and receive information. The main characteristics of newspapers are:

1. Fast communication speed and timely information transmission

For most comprehensive daily newspapers or evening newspapers, the publication cycle is short and information transmission is timely.

Some newspapers even publish several morning, noon and evening pages a day, so news can be reported faster. For some time-sensitive product advertisements, such as new products and newsy products, newspapers can be used to spread information to consumers in a timely manner.

2. Large amount of information and strong explanation

As a medium of comprehensive content, newspapers mainly use text symbols and supplemented by pictures to convey information, and their capacity is large. Because it is mainly text, it is very descriptive and can be described in detail. For some products that are of high concern, the explanatory nature of newspapers can be used to inform consumers in detail about the characteristics of the product.

3. Easy to store and repeatable

Due to the special materials and specifications of newspapers, compared with other media such as television and radio, newspapers have better preservation and are easy to fold. Easy to put and very convenient to carry. Some people also develop the habit of clipping while reading newspapers, collecting and cutting information in categories according to their needs. In this way, the preservation of newspaper information and the repeat reading rate are virtually enhanced.

4. Reading initiative

Newspapers present a lot of information in front of readers at the same time, increasing readers' cognitive initiative. Readers are free to choose which parts to read or abandon; which parts to read first and which parts to read later; read once or multiple times; use browsing, quick reading or detailed reading. Readers can also decide their level of cognition, whether it is enough to have just a little impression, or to memorize and retain the information; to remember certain contents, or to remember all the contents. In addition, readers can also record the required content when necessary.

5. High awareness

Most newspaper advertisements are mainly text symbols. To understand the content of the advertisement, readers are required to concentrate on reading and eliminate other distractions. Generally speaking, unless the advertising information has a close relationship with the readers, readers will not subjectively spend a lot of energy reading the ads. This inertia of readers often reduces the likelihood that they will read the content of the ad copy in detail. In other words, newspaper readers generally have a relatively low level of advertising reading. However, when readers are willing to read, they will have a more comprehensive and thorough understanding of the advertising content.

6. Printing is difficult to perfect and the form of expression is single.

In recent years, with the support of high-tech, newspaper printing technology has continued to make breakthroughs and improvements. But so far, newspapers are still the cheapest media to print. Affected by materials and technology, the printing quality of newspapers is not as good as that of professional magazines, direct mail advertisements, posters and other media. Newspapers still need to use text as the main communication element, and the form of expression is obviously much more monotonous than the three-dimensional form of television and the richness and variety of other print media.

5.2 Objective Task

This chapter mainly studies in CorelDRAWX4, learn to use basic shape tools and fill tools to create newspaper advertisements, use import commands, and adjust materials. The layout is novel, generous and neat.

5.3 Knowledge focus

The focus of this chapter is to use the "Bezier" tool and the "Shape" tool to make logos in newspaper advertisements, and use the "Shape" tool to make headlines, The subtitle gives it a sense of design and highlights the theme of the newspaper advertisement.

5.4 Case flow chart

1. Make backgrounds and import material pictures 2. Make trademarks and text special effects

3. Make title text special effects 4. Make large Title text special effects

5. Import material pictures 6. Adjust layout combination effect

5.5 Production steps

5.5.1 Create background

1. Open the Core1DRAWX4 software and press the key combination to create a new file page. In the "Paper Width and Height" option of the property bar, set the width to 340mm and the height to 235mm respectively, and press the key to confirm. The effect is shown in Figure 5.1.

Figure 5.1 Set file specifications

2. Double-click the "Rectangle" tool to get a rectangular frame as large as the page.

Select the "Fill Gradient" tool in the "Fill" tool, the "Fill Gradient" dialog box will pop up, set 0, 27, 49, and 100 position points in the "Position" option, and click the "Other" button in the lower right corner , set the color values ??of the position points respectively: 0, 27, 49, 100, select "Ray" for "Type", set the "Center Displacement" value to: Horizontal: -16, Vertical: 11, other options are set to default, click the "OK" button to fill the graphic. The effect is shown in Figure 5.2.

Figure 5.2 Gradient fill effect

3. Press the "Import" button in the property bar to pop up the "Import" dialog box. Select "Chapter 5 Newspaper Advertising Materials" and click the "Shading.JPG" file. All other options are set to default. Click the "Import" button and click on the page to open the material file. The effect is shown in Figure 5.3.

Figure 5.3 Importing materials

4. Select the "Select" tool and execute the "Effect"/"Frame Precision Cut"/"Place in Container" command. When the cursor changes to When selecting a shape, click the left mouse button on the background object to place the shape into the "Background". Press the key, click the background graphic to enter the container to edit the content, adjust the size of the graphic to the appropriate position, and click the "Complete Editing Object" button in the lower left corner of the work page. The effect is shown in Figure 5.4.

Figure 5.4 Adjusting the background image

5. Execute the "File"/"Save" command, the "Save Drawing" dialog box will pop up, and name the current image "Newspaper Advertising Design". Save it in CDR format, version: version 14.0, click the "Save" button to save the file.

5.5.2 Logo production

1. Select the "Rectangle" tool, draw a rectangular box, click the "All Rounded Corners" in the property bar to unlock the button, and set the "Lower Left" The values ??of "Corner roundness of rectangle" and "Corner roundness of lower right rectangle" are both: 95, press key to confirm, as shown in Figure 5.5;, the effect is as shown in Figure 5.6;

Figure 5.5 Setting the "corner roundness" of the rectangle Figure 5.6 Adjusting the corner effect of the rectangle

2. Use the same method to draw another rounded rectangle, reduce it and place it in the appropriate position. Select the "Select" tool, circle the two graphics, and press the C key and E key respectively to align them vertically and horizontally in the center. Click the "Remove Behind Object" button in the property bar, the effect is as shown in Figure 5.7.

5.7 Remove the effect of the object behind

3. Select the "Ellipse" tool, press the key, click the left mouse button and drag the cursor to draw a perfect circle. Move it to the center of the rounded rectangle, as shown in Figure 5.8.

Figure 5.8 Adjusting the position of the circle

4. Select the "Select" tool, circle the created rounded rectangle and perfect circle, and click "Remove" in the property bar After pressing the Object button, the shape is trimmed. The effect is shown in Figure 5.9.

Figure 5.9 Trimming circle effect

5. Select the "Rectangle" tool, draw a rectangle, click the "Convert to Curve" button in the property bar, select the "Shape" tool, Circle the two nodes above the object, click the "Convert Line to Curve" button in the property bar, then click the node on the upper left side of the line segment, press the key and drag the node down to the appropriate position, and select the node control slider Adjust curve smoothness. The effect is shown in Figure 5.10.

Figure 5.10 Adjusting the smoothness of the curve

6. Select the "Select" tool and adjust the size and position of the graphic, as shown in Figure 5.11. Press the key while selecting the created graphic, and click the "Remove Front Object" button on the property bar. The trimming effect is as shown in Figure 5.12.

Figure 5.11 Adjusting and combining graphics Figure 5.12 "Remove front object" effect

7. Select the "Fill" tool, click the "Gradient Fill" tool, and the "Gradient Fill" pops up In the dialog box, set the "Type" to: Ray, and set the "Center Displacement" to Horizontal: -55, Vertical: 49.

Set the "Color Blend" to the "Custom" option, double-click the mouse above the color box to get a color position point, enter: 43% in the "Position" box. Select the position point and click the "Other" button in the lower right corner, and set the color value of the position point as: 0 (C0.M0.Y0.K0), 43 (C0.M0.Y100.K0), 100 (C20.M0 .Y60.K0); other option settings are default, as shown in Figure 5.13