Print Advertising |
Prospero starts off by explaining the print production process step by step... The meaning of 4-color process printing and the term "CMYK" is that every colour which is printed on the paper is made up of a combination of the 4 process colours of printing: Cyan, Magenta, Yellow, and black. ‘Offset printing is a commonly used printing technique where the inked image is transferred (or "offset") from a plate to a rubber blanket, then to the printing surface. When used in combination with the lithographic process, which is based on the repulsion of oil and water, the offset technique employs a flat (Planographic) image carrier on which the image to be printed obtains ink from ink rollers, while the non-printing area attracts a water-based film (called "fountain solution"), keeping the non-printing areas ink-free.’ The Design Stage: In the design stage the following tasks are the responsibility of the ProsperO designer: • Look & feel of the piece The following tasks can be done by the designer or by prepress: Colour Trapping - In commercial printing, the process of adding a slight overlap between adjacent areas of colour to avoid gaps caused by registration errors is called trapping. Colour trapping is necessary to compensate for poor colour registration. Poor colour registration occurs when the printing plates used to print each colour are not aligned perfectly. Poor registration causes unintentional white slivers to appear between adjoining colours. Create Printer Spreads - The process of printing multiple pages on a piece of paper in such a way that when folded (and perhaps cut) they end up in proper 1, 2, 3, 4 order for readers. Scan Halftones & Line Art - Halftone screens are rows of dots used for printing. Halftone screens are required to print photographs. If you look at any commercially printed piece under a magnifying glass, all the images are made up of dots. If the image is in colour, you will most likely see dots in the four "process" colours (cyan, magenta, yellow, black).Line art is any image that consists of distinct straight and curved lines placed against a plain background, without gradations in shade darkness or colour to represent two-dimensional or three-dimensional objects. Line art can use lines of different colors, although line art is usually monochromatic. The Prepress Stage In the Prepress Stage the artwork is taken from its delivered state, reflective art or digital file, all the way to the press plates. Here's how: First the artwork is transferred to negative film either by imaging a digital file through an image setter, or by shooting reflective artwork with a copy camera. Second, the pages are stripped together into a flat that reflects how the pages will be printed on the press sheet. And, third the flat is then burned onto a metal plate that will wrap around a press cylinder. Each colour will often have its own film and flat. Exceptions may be when very little colour is used, and the colours used don't touch other colours at any point. In this case the colour will simply be masked off when burning the first plate, and then revealed to burn the next. The following procedures are performed by either the electronic prepress operator or the stripper: Image setting - An image setter is an ultra-high resolution large-format computer output device. It exposes rolls or sheets of either photographic film or bromide paper to a laser light source. Once the film or paper is developed, a very high quality black and white image is revealed. Development (processing) usually occurs in a unit separate to the image setter, as does raster image processing. Imposition - Imposition is one of the fundamental steps in the prepress printing process. It consists in the arrangement of the printed product’s pages on the printer’s sheet, in order to obtain faster printing, simplified binding and no waste of paper. Imposition is affected by five different parameters:
All those factors determine how the imposition shall be done. To understand how the pages are related to each other an imposition dummy may be used. This is made by folding several simple A4 sheets paper in the way the printer press will print and fold the product. The Printing Stage The Printing Stage covers the transfer of an image to paper. Offset lithography is based upon two main principles: That water and grease do not mix. The ink is offset from a plate (positive image) to a rubber blanket (negative image) and then to the substrate (as a positive once again). When a printing plate is made, the printing image is rendered grease-receptive and water-repellent, while the non-printing areas are rendered water-receptive and ink-repellent. On the press, the plate is mounted onto the plate cylinder which, as it rotates, comes in contact with rollers wet with water (or dampening solution) and rollers wet with ink. The dampening solution wets the non-printing areas and prevents the ink from penetrating these areas. The ink wets the image areas, which are transferred to the intermediate blanket cylinder. The paper picks up the image as it passes between the blanket cylinder and the impression cylinder. To ensure high quality printing the printer must: • Match the ink colour specified The Bindery Stage The Bindery Stage is when any trimming, folding, perforating, collating, stitching, or gluing is performed as required. Who are you selling to? What are they really buying? Prospero production knows exactly how to start by taking the creative approach which increase awareness of the consumer or client’s product or services and turning your advertisement into something special by recognizing the following in the step by step guide:
Ready, set, look for the action! Action is the heart of any good story. Prospero can ensure the client that their story will convey a dramatic conversion from "before" to "after." Copy, supported by photos or illustrations, must set up a believable context, describe benefits, and create a desire to take action. Prospero will climb into the minds of the consumers. A -- Get Attention Here follows a list of all the types of print advertising possibilities:
Advantages of using magazines as a medium: Magazines do allow for a measure of flexibility in media planning and the quality of paper and use of colour also allow for more creative freedom in the planning process. 1. Audience selectivity - The myriad of magazines that are available on the shelves today allows media planning to select their audiences with a fair amount of precision, the fact that magazines range from general interest to very specific interests, allows for a high degree of target market selection. A manufacturer of- for example, bridal products may select from the number of bridal magazines available in the sure knowledge that his/her target market will see the message when they read this kind of magazine to get ideas and information on weddings. 2. Reproduction quality - When we use magazines such as Cosmopolitan or Men's health for example, the paper is of high quality and the quality of printing and photographic reproduction is of the first water. If you compare these magazines to any newspaper you will see a marked difference in the quality. This quality allows advertisers to use high-definition photographs or illustrations in both black-and- white and in colour. 3. Creative flexibility - Take for example magazines with advertisement for perfumes that allow you to smell the perfume by peeling back a part of the page and sniffing the aroma. This is an example of the creative flexibility allowed by the magazine format. Magazines allow us to use concepts like this to advertise products. 4. Prestige - Manufacturers of high quality products, whose brand name can be associated with a good image, find that magazines are the ideal medium in which to advertise. 5. Permanence - Owing to the fact that magazines are of high quality, have a range of interesting articles to which people may want to refer at a later stage and are useful far beyond their date of publication, magazines have a long life relative to other media. This is of use to advertisers, since readers will spend more time reading the magazine, as well as the advertisements that are contained within it. 6. Consumer receptivity and involvement - Readers of magazines are also consumers and they buy magazines because the scope of the magazine falls within their area of interest. Advertisements contained in magazines are therefore seen as useful in the sense that they provide information that helps the consumer to decide what to buy. Newspapers are also a great advertising medium for print. Newspapers are classified as follows:
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