Advertising between rules and creativity

Abstract

Where would the world be without advertising? Stuart Henderson Britt strongly believed in it. He said: “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but she doesn’t.” The work reviews the evolution of advertising, highlighting the uncontestable part played by it within organizations and society in general and it focuses on an essential element of it, that is the advertising print. The purpose of this paperwork is to highlight the necessary rules for the making of a quality print, with the help of a comparative study on prints of eight organizations. The print represents an exercise of writing and design, in words and images, for transmitting the advertising message. The fulfillment of this task depends on the perspicacity, imagination and the creativity of the maker.