Advertising Style Guide - Administration, Monash University

Tone of Voice
It’s important that wherever possible, the copy tone within
Go Boldly advertisements is confident and strong... proud
and assertive. There is a fine line between confidence and
arrogance, so care must be taken not to be overconfident.
Headlines
Just as with copy, headlines should be very confident and
thought provoking. Sometimes the image will be the dominant
communication device in an ad and the headline will be small
but confident. Other times, the headline will dominate.
Example 1 - 11cm x 7column (26cm)
- not to scale section view
Start
Now
Body Copy
Obviously body copy will vary depending on the nature of the
advertisement. Generally speaking, it is preferred that the style
of copy reflects the overall spirit of Go Boldly and is confident
and positive.
Example 1 - 11cm x 7column (26cm)
- not to scale section view
your career around. Monash Midyear Intake is your opportunity
to make the future happen. You really can go anywhere - all you
need is the drive to make it happen and when you combine this with the
amazing choice of courses you get at Monash, nothing can stop you!
Go now to www.monash.edu study@monash.edu 1800 Monash
1958-2008
CRICOS Provider: Monash University 00008C
Note:
Monash has a potent reputation in
the marketplace for the quality of its
education and research. Make sure
that the copy you write and the
headlines you compose reflect this
reputation and project a bold
positivity to the target market.
Note:
There are no set rules for drop shadows
or “stepping” the main headline.
Applying drop shadows or “stepping”
the main headline should be determined
by visual requirement.
Example 2 - HR - 22cm x 2column (6.8cm)
- not to scale section view
A bold career
with Monash.
Note:
Generally, body copy should be set in
Berthold Akzidenz Grotesk Light.
Body copy should be ranged left and
run on - do not justify any body copy.
Example 2 - HR - 22cm x 2column (6.8cm)
- not to scale section view
Est laborum et dolor fugai. Et harumdum nam
liber a tempor cum soluta, nobis impedit anim
id quod maxim place.
Lestaie sonconsequal, vel illium delinit aigue duos dolor
et provident, simil tempor sunt in culpa. Est laborum
et dolor fugai. Et harumdum nam liber a tempor cum
soluta, nobis impedit anim id quod maxim place.
Amcorpor suscipit alboris nisi:
• ut mo lestaie sonconsequal, vel illium delinit aigue
duos dolor et provident, simil tempor sunt in culpa.
• Est laborum et dolor fugai. Et harumdum nam liber
a tempor cum soluta, nobis impedit anim id quod
maxim place.
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