Chapter 13 really gives the layout and overview as to what needs to be included in an effective brochure. It talks largely about the AIDA model that we have been using throughout the entire course by breaking down each panel of the brochure and discussing why each one has a particular job. The first panel needs to be eye-catching and important because ti is the first one that people will see and it is competing with all other brochures that it may be next to. The second, third, and fourth panel are all to spark interest about the given topic. This is basically to explain what the topic is and why the audience should care. The fifth panel is to make the audience want to do something with the information they were given. And the final panel is how they can achieve this (usually has contact information).
The brochure is another example of a document that uses AIDA model, similarly to our resumes/cover letters. However in a brochure, you can use rhetoric devices that may not be appropriate for a professional document, such as pathos. The brochure is physically broken down into the elements of AIDA. The front panel is meant to grab attention using name/logo, a slogan, and a striking image to represent your idea. The 2nd and 3rd panels answer the who, why, how, and what of the idea. This generates interest and desire. To avoid having a boxy appearance, you can manipulate the pages with color, graphics, and images to make the idea more appealing. Choosing a color palette that fits your theme is important to catch the eye, and also set the mood for the brochure. A quote I liked, “You aren’t selling a product, you’re selling a feeling.” So it’s important to keep this in mind when designing the brochure.
The brochure is another example of a document that uses AIDA model, similarly to our resumes/cover letters. However in a brochure, you can use rhetoric devices that may not be appropriate for a professional document, such as pathos. The brochure is physically broken down into the elements of AIDA. The front panel is meant to grab attention using name/logo, a slogan, and a striking image to represent your idea. The 2nd and 3rd panels answer the who, why, how, and what of the idea. This generates interest and desire. To avoid having a boxy appearance, you can manipulate the pages with color, graphics, and images to make the idea more appealing. Choosing a color palette that fits your theme is important to catch the eye, and also set the mood for the brochure. A quote I liked, “You aren’t selling a product, you’re selling a feeling.” So it’s important to keep this in mind when designing
Chapter 13 teaches us that a brochure is a persuasive document that uses elements of strong document design, strong and correct writing, AIDA plus, the three forms of persuasive rhetoric: logos, pathos, and ethos. The three rhetorical techniques or which combination of the three techniques or which combination of the three techniques your brochure will use depends entirely on your audience. The chapter breaks down the brochure into sections. First section is attention. In this section it tells you to create excitement and gives some specific steps you can take to make your front panel memorable. 1.) The name and logo of your company 2.) A heading that describes exactly what your company is offering 3.) A striking graphic or picture 4.) Possibly a catchy slogan 5.) The city, town, or region where the company is located, if location is relevant. Second section It talks about gaining the audience’s interest in the second, third and fourth panels by explaining 1.) More what details 2.)Who makes the product or offers the service 3.) How the product or service works 4.) Why this is a product or service worth having 5.) At the end say how much the product or service will cost. In the third section it describes how to build desire by focusing marketing efforts on the customer experience, not your product’s features. You sell the emotions your customers experience when they use your product. The final section discussed the back panel and how you can get your audience to take action by including address, email address, webpage address, phone number, social media handles and so on.
After reading Chapter 13 on brochures, one thing to remember is that they hold a lot of power and weight for being a very accessible and inexpensive document in the professional world. Like many of the documents we have practiced previously, brochures follow the AIDA model of attention, interest, desire, and action – they also use the three rhetorical appeals of persuasion we have seen before this semester of logos (reason), pathos (emotion), and ethos (authority). The AIDA model correlates with the number of panels and the flow of the panels within your brochure, making sure to emphasize the attention on the front panel and working through the rest of the document. With a mode like brochures, unlike a cover letter or resume, the use of images, graphics, or interesting fonts can be an additional way to create that persuasive feeling. One additional takeaway that I felt was significant was knowing your audience, especially when you’re trying to either sell a product or a concept – paying close attention to how to change your audience’s actions, feelings, and thinking when they see your brochure.
Brochures are a relatively inexpensive way to advertise your service. They follow the same basic formats shared by resumes and cover letters, those being AIDA and ethos, pathos, logos. The first panel is how you first grab attention – there generally aren’t many details on this page but rather the name of your service/business, address, and an eye-catching visual that relates to your service/business. As the reader digs deeper into the brochure, it should go into more and more detail as they progress. The idea is to reel them in with the overall concept and then solidify the deal by providing the details they would need to devote themselves to the service. The price of the service (if applicable) is usually at the end of the brochure as at this point the reader would (hopefully) already be so convinced of the idea that money won’t be a problem. To create even more desire, you could include a coupon at the end of the brochure the spur the reader into investing. If you are offering a sale, then this pricing information could go earlier in the pamphlet as something to create initial desire, though this tactic isn’t always guaranteed to work.
Brochures are a funny form of media because they are often lost to most people. Sometimes they are picked up at a fair or a convention and glanced at a few times only to be then forgotten. However, this reading highlights the importance of how a brochure is important to give out and spreads information. It’s no surprise the AIDA model makes a grand return as it is a very important tool to use when structuring anything. I liked how they have models of how one can structure the brochure, they give examples of what you want to achieve with the very limited space you have to work with. Not only that but the idea of making it easy on the eyes has a lot to do with whether the brochure gets picked or not. Colors, fonts, and style all come into fair play. The most important thing though is desire, as it will control the entire narrative of the brochure. All brochures seek to do one thing, to sell you something. Whether it’s an idea, a vacation, or a product the message is clear.
Chapter 13 discusses all things brochures and how to make an effective one. It relates a brochure to the AIDA model, where you must gather attention, interest, desire, and action. Each panel on the brochure must relate to one of these four aspects of AIDA. The chapter makes it known that the first panel should be all about attention and the last panel on the back should be creating action. This leaves the 3 or 4 inside panels for both interest and desire. The panels can be split between these two depending on the product/subject of the brochure. The chapter also emphasizes that when making a brochure you need to choose a form of appeal to use whether it be logos, pathos, or ethos.
Chapter 13 focuses on the effectiveness of brochures. As mentioned in previous chapters, the AIDA model is a good way to set up this document. Since most brochures are six panels, setting up each page to attract and interest the reader makes them desire more and take action. Because there is such limited space on a brochure, it is important to maximize your space with wording, text size and font, as well as images. The chapter really hit upon the importance of communicating desire throughout the entire brochure. The best way to keep desire and action at the forefront would be to add a discount/sale/promo code somewhere on the brochure. Keeping it on an inside panel is also helpful as it acts as a “reward” for those who read through vs. putting it on the back because it doesn’t give the reader a reason to look through it.
A brochure is a persuasive document that is effective when set up using the AIDA model; it should capture attention, build the reader’s interest, create desire, then call to action. Brochures also use three forms of rhetorical persuasion— reason, emotion, and appeal to authority. Considering your audience— discernible by where your brochure will be placed— is critical to creating an effective advertisement. The document should be arranged on a horizontal piece of paper with two or three folds to create panels. The front panel should grab attention with unique fonts and graphics to stand out among other brochures; Pictures and graphics are key attention grabbers and info conveyors. Small/local businesses should include their town location on the front panel. The front panel should also clearly state or show what makes your product/service special.
The inside panels should start with a description of what the product is, then state who made the product or offers it, how it works or would be of benefit to the user, and why it’s worth having. The layout of these inside panels should include plenty of visuals, eye-catching headings, east-to-read short paragraphs, and bulleted lists with plenty of color. The use of a consistent color palette will create thematic consistency, and color choice should be tied to a characteristic of the product/service if possible. Price, if discounted or budget appealing, should land in the desire section on the last panel. Testimonials are an effective way to increase desire, as well as introducing the founders of the company to create a “human” connection.
The back panel of the brochure is where the call to action should be included where one can include promos, discounts, and contact details including a physical address. Addressing potential objections to the product/service should be avoided.
Brochures, like other persuasive documents use the attention, interest, desire, and appeal (AIDA) model. Additionally, the three forms of rhetorical persuasion are also helpful to know when creating a brochure. Those are logos, ethos, and pathos. The goal of a brochure is to persuade/appeal to an audience so as best to showcase the product or program that you are trying to advertise. In chapter thirteen, the book goes over the different parts of the AIDA model and how they apply to brochures. For example, the interest portion typically should be on the fourth panel, in one of the inside panels, and in this section one of the tips that was given was to follow the “newspaper formula.” This includes five “W’s” and one “H.” In this formula, the letters stand for what, who, where, when, why, and how, relating to what you are trying to explain/display. In general, this chapter walks you through the different panels and gives a detailed guideline of what to include in each.
It is interesting that the AIDA model can still be used within a brochure model. Most of what we have discussed as part of the AIDA model have been single, written documents, usually found within a single sheet of paper. However, the AIDA model can be broken down by panels within the brochure to still function, with the first few panels being the attention grabber, which would make sense. A brochure is usually all folded up, meaning that the first thing a person would see is the cover, just like a book. So, it would have to be attention-grabbing for the reader to choose and pick it up. It’s also interesting that the action section is clearer with this document than the others, as actions are usually what brochures are pushing. Some brochures are for products and other brochures are for services. But, both require action, usually through contacting the product or service. So, it is not uncommon for a map, a website, and a phone number to be provided to take action, whether by applying for a job or booking a hotel room for a weekend getaway.
12 thoughts on “JORUNAL # 20”
Chapter 13 really gives the layout and overview as to what needs to be included in an effective brochure. It talks largely about the AIDA model that we have been using throughout the entire course by breaking down each panel of the brochure and discussing why each one has a particular job. The first panel needs to be eye-catching and important because ti is the first one that people will see and it is competing with all other brochures that it may be next to. The second, third, and fourth panel are all to spark interest about the given topic. This is basically to explain what the topic is and why the audience should care. The fifth panel is to make the audience want to do something with the information they were given. And the final panel is how they can achieve this (usually has contact information).
The brochure is another example of a document that uses AIDA model, similarly to our resumes/cover letters. However in a brochure, you can use rhetoric devices that may not be appropriate for a professional document, such as pathos. The brochure is physically broken down into the elements of AIDA. The front panel is meant to grab attention using name/logo, a slogan, and a striking image to represent your idea. The 2nd and 3rd panels answer the who, why, how, and what of the idea. This generates interest and desire. To avoid having a boxy appearance, you can manipulate the pages with color, graphics, and images to make the idea more appealing. Choosing a color palette that fits your theme is important to catch the eye, and also set the mood for the brochure. A quote I liked, “You aren’t selling a product, you’re selling a feeling.” So it’s important to keep this in mind when designing the brochure.
The brochure is another example of a document that uses AIDA model, similarly to our resumes/cover letters. However in a brochure, you can use rhetoric devices that may not be appropriate for a professional document, such as pathos. The brochure is physically broken down into the elements of AIDA. The front panel is meant to grab attention using name/logo, a slogan, and a striking image to represent your idea. The 2nd and 3rd panels answer the who, why, how, and what of the idea. This generates interest and desire. To avoid having a boxy appearance, you can manipulate the pages with color, graphics, and images to make the idea more appealing. Choosing a color palette that fits your theme is important to catch the eye, and also set the mood for the brochure. A quote I liked, “You aren’t selling a product, you’re selling a feeling.” So it’s important to keep this in mind when designing
Chapter 13 teaches us that a brochure is a persuasive document that uses elements of strong document design, strong and correct writing, AIDA plus, the three forms of persuasive rhetoric: logos, pathos, and ethos. The three rhetorical techniques or which combination of the three techniques or which combination of the three techniques your brochure will use depends entirely on your audience. The chapter breaks down the brochure into sections. First section is attention. In this section it tells you to create excitement and gives some specific steps you can take to make your front panel memorable. 1.) The name and logo of your company 2.) A heading that describes exactly what your company is offering 3.) A striking graphic or picture 4.) Possibly a catchy slogan 5.) The city, town, or region where the company is located, if location is relevant. Second section It talks about gaining the audience’s interest in the second, third and fourth panels by explaining 1.) More what details 2.)Who makes the product or offers the service 3.) How the product or service works 4.) Why this is a product or service worth having 5.) At the end say how much the product or service will cost. In the third section it describes how to build desire by focusing marketing efforts on the customer experience, not your product’s features. You sell the emotions your customers experience when they use your product. The final section discussed the back panel and how you can get your audience to take action by including address, email address, webpage address, phone number, social media handles and so on.
After reading Chapter 13 on brochures, one thing to remember is that they hold a lot of power and weight for being a very accessible and inexpensive document in the professional world. Like many of the documents we have practiced previously, brochures follow the AIDA model of attention, interest, desire, and action – they also use the three rhetorical appeals of persuasion we have seen before this semester of logos (reason), pathos (emotion), and ethos (authority). The AIDA model correlates with the number of panels and the flow of the panels within your brochure, making sure to emphasize the attention on the front panel and working through the rest of the document. With a mode like brochures, unlike a cover letter or resume, the use of images, graphics, or interesting fonts can be an additional way to create that persuasive feeling. One additional takeaway that I felt was significant was knowing your audience, especially when you’re trying to either sell a product or a concept – paying close attention to how to change your audience’s actions, feelings, and thinking when they see your brochure.
Brochures are a relatively inexpensive way to advertise your service. They follow the same basic formats shared by resumes and cover letters, those being AIDA and ethos, pathos, logos. The first panel is how you first grab attention – there generally aren’t many details on this page but rather the name of your service/business, address, and an eye-catching visual that relates to your service/business. As the reader digs deeper into the brochure, it should go into more and more detail as they progress. The idea is to reel them in with the overall concept and then solidify the deal by providing the details they would need to devote themselves to the service. The price of the service (if applicable) is usually at the end of the brochure as at this point the reader would (hopefully) already be so convinced of the idea that money won’t be a problem. To create even more desire, you could include a coupon at the end of the brochure the spur the reader into investing. If you are offering a sale, then this pricing information could go earlier in the pamphlet as something to create initial desire, though this tactic isn’t always guaranteed to work.
Brochures are a funny form of media because they are often lost to most people. Sometimes they are picked up at a fair or a convention and glanced at a few times only to be then forgotten. However, this reading highlights the importance of how a brochure is important to give out and spreads information. It’s no surprise the AIDA model makes a grand return as it is a very important tool to use when structuring anything. I liked how they have models of how one can structure the brochure, they give examples of what you want to achieve with the very limited space you have to work with. Not only that but the idea of making it easy on the eyes has a lot to do with whether the brochure gets picked or not. Colors, fonts, and style all come into fair play. The most important thing though is desire, as it will control the entire narrative of the brochure. All brochures seek to do one thing, to sell you something. Whether it’s an idea, a vacation, or a product the message is clear.
Chapter 13 discusses all things brochures and how to make an effective one. It relates a brochure to the AIDA model, where you must gather attention, interest, desire, and action. Each panel on the brochure must relate to one of these four aspects of AIDA. The chapter makes it known that the first panel should be all about attention and the last panel on the back should be creating action. This leaves the 3 or 4 inside panels for both interest and desire. The panels can be split between these two depending on the product/subject of the brochure. The chapter also emphasizes that when making a brochure you need to choose a form of appeal to use whether it be logos, pathos, or ethos.
Chapter 13 focuses on the effectiveness of brochures. As mentioned in previous chapters, the AIDA model is a good way to set up this document. Since most brochures are six panels, setting up each page to attract and interest the reader makes them desire more and take action. Because there is such limited space on a brochure, it is important to maximize your space with wording, text size and font, as well as images. The chapter really hit upon the importance of communicating desire throughout the entire brochure. The best way to keep desire and action at the forefront would be to add a discount/sale/promo code somewhere on the brochure. Keeping it on an inside panel is also helpful as it acts as a “reward” for those who read through vs. putting it on the back because it doesn’t give the reader a reason to look through it.
A brochure is a persuasive document that is effective when set up using the AIDA model; it should capture attention, build the reader’s interest, create desire, then call to action. Brochures also use three forms of rhetorical persuasion— reason, emotion, and appeal to authority. Considering your audience— discernible by where your brochure will be placed— is critical to creating an effective advertisement. The document should be arranged on a horizontal piece of paper with two or three folds to create panels. The front panel should grab attention with unique fonts and graphics to stand out among other brochures; Pictures and graphics are key attention grabbers and info conveyors. Small/local businesses should include their town location on the front panel. The front panel should also clearly state or show what makes your product/service special.
The inside panels should start with a description of what the product is, then state who made the product or offers it, how it works or would be of benefit to the user, and why it’s worth having. The layout of these inside panels should include plenty of visuals, eye-catching headings, east-to-read short paragraphs, and bulleted lists with plenty of color. The use of a consistent color palette will create thematic consistency, and color choice should be tied to a characteristic of the product/service if possible. Price, if discounted or budget appealing, should land in the desire section on the last panel. Testimonials are an effective way to increase desire, as well as introducing the founders of the company to create a “human” connection.
The back panel of the brochure is where the call to action should be included where one can include promos, discounts, and contact details including a physical address. Addressing potential objections to the product/service should be avoided.
Brochures, like other persuasive documents use the attention, interest, desire, and appeal (AIDA) model. Additionally, the three forms of rhetorical persuasion are also helpful to know when creating a brochure. Those are logos, ethos, and pathos. The goal of a brochure is to persuade/appeal to an audience so as best to showcase the product or program that you are trying to advertise. In chapter thirteen, the book goes over the different parts of the AIDA model and how they apply to brochures. For example, the interest portion typically should be on the fourth panel, in one of the inside panels, and in this section one of the tips that was given was to follow the “newspaper formula.” This includes five “W’s” and one “H.” In this formula, the letters stand for what, who, where, when, why, and how, relating to what you are trying to explain/display. In general, this chapter walks you through the different panels and gives a detailed guideline of what to include in each.
It is interesting that the AIDA model can still be used within a brochure model. Most of what we have discussed as part of the AIDA model have been single, written documents, usually found within a single sheet of paper. However, the AIDA model can be broken down by panels within the brochure to still function, with the first few panels being the attention grabber, which would make sense. A brochure is usually all folded up, meaning that the first thing a person would see is the cover, just like a book. So, it would have to be attention-grabbing for the reader to choose and pick it up. It’s also interesting that the action section is clearer with this document than the others, as actions are usually what brochures are pushing. Some brochures are for products and other brochures are for services. But, both require action, usually through contacting the product or service. So, it is not uncommon for a map, a website, and a phone number to be provided to take action, whether by applying for a job or booking a hotel room for a weekend getaway.