1. Chapter 11 Creative Execution: Art and Copy

2. The role of art and copy in print, radio, and TV advertising
Chapter Overview
The role of art and copy in print, radio, and TV advertising

3. Chapter Objectives Describe the roles of artists in the ad business
Explain the role of the copywriter
Explain ad layouts and the steps to create them
Identify the art director’s role in radio commercials
Outline the creative approval process
Debate the pros and cons of different types of TV commercials

4. Delivering on the Big Idea
What is shown is just as important as what is said… sometimes more
Positions the product
Creates brand personality
Sets the mood
Flavors the message (copy)

5. The Art of Creating Print Ads
Design
How the art director and graphic artist
choose and structure the artistic elements of the ad
Layout
How chosen ad format elements are arranged
Visuals, headline, subheads, body copy, slogan, seal, logo, signature

6. Art Design and Production
Small, rapidly produced drawing for visualization
Thumbnail
Drawn to actual size, art sketched in, body copy lines
Rough Layout
Facsimile of the finished ad
Comprehensive
Text and visuals in exact position, ready for camera
Mechanical
Presents look and feel of brochures
Dummy

7. Creative and Approval Process

8. Principles of Design Strong design . . . commands attention
Balance
Unity
Proportion
Emphasis
Sequence
Strong design . . .
commands attention
holds that attention
tells as much as possible
facilitates understanding

9. Commonly Used Software
Page Layout
QuarkXPress, FrameMaker, InDesign
CorelDRAW, Macromedia Freehand, Adobe Illustrator
Painting / Drawing
Adobe Photoshop,
Corel Paint Shop Pro
Image Manipulation
Macromedia FLASH
Web Design
Microsoft Word, Corel WordPerfect
Word Processing

10. Which Layout Works Best?
Also called poster-style. A single, large visual occupies about two-thirds of the ad
Picture Window
Vertical and horizontal lines and shapes in a grid give geometric proportion
Mondrian Grid

11. Which Layout Works Best?
Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive
Copy surrounded by the visual, or visual surrounded by copy
Circus
Picture Frame

12. Which Layout Works Best?
When you have a lot to say and visuals won’t say it
Copy-Heavy
Similar to circus. Uses multiple illustrations to make a single composition
Montage

13. Which Layout Works Best?
Combining two or more elements to make an ad more interesting
Combo

14. Basic Design Rules
Balance
Proportion
Sequence
Unity
Emphasis

15. Use of Visuals Purposes Capture attention Clarify copy
Identify subject
Show product in use
Qualify readers
Support truth of copy
Arouse interest in headline
Emphasize features
Create favorable impression
Provide campaign continuity

16. Use of Visuals: Poster Format
Higher Readership and Recall Scores

17. Chief Focus Possibilities
Use of Visuals
Chief Focus Possibilities
Package
Product alone
Product in use
How to use product
Product features
Comparison of products
User benefit
Humor
Testimonial
Negative appeal

18. Ads with humor are more likely to be remembered
Use of Visuals
Ads with humor are more likely to be remembered

19. Use of Visuals Selecting the Visual
Is a visual needed for communication?
Black-and-white or color?
Subject’s relevance to creative strategy?
Illustrator or photographer?
Technical or budgetary issues?

20. Print Ad Copy and Format

21. Headlines & Subheads Type Purpose Benefit Attract attention
News/Information
Engage audience
Provocative
Explain visual
Question
Lead into ad body
Command
Present message

22. Headlines & Subheads Subheads Above or below head
Different color or style
Support “interest” step

23. A great headline can do a lot of heavy lifting in a print ad
Headlines & Subheads
A great headline can do a lot of heavy lifting in a print ad

24. Body Copy Styles Formats Straight-Sell Lead-in paragraph Institutional
Interior paragraphs
Narrative
Trial close
Dialogue/Monologue
Close (“action” step)
Picture Caption
Device

25. Slogans, Themelines, Taglines
“Breakfast of Champions”
“Reach out and touch someone”
“Diamonds are forever”
Provides continuity to a series of ads
Reduces an advertising message strategy to a brief, repeatable, memorable positioning statement 1 2

26. Seals, Logos, Signatures
Awarded when a product meets established standards
Logos and signature cuts
Special designs of the advertiser’s company or product name

27. Time Guidelines Seconds Words
Writing Radio Copy
Time Guidelines Seconds Words 10
20-25 20
40-45 30
60-70 60

28. Writing Television Copy
Script
Same format as radio, but left side is Video, right side is Audio
Video Column
Describes the visuals and production
Audio Column
Lists the spoken copy, sound effects, and music

29. Execution Spectrum, developed by Hank Seiden
Ad Formats
Execution Spectrum, developed by Hank Seiden

30. Straight Announcement
Ad Formats
Straight Announcement
Musical
Presenter
Slice of Life
Testimonial
Lifestyle
Demonstration
Animation

31. Storyboards After creatives finalize a TV spot’s concepts . . .
artists develop storyboard roughs . . .
including camera angles and the script . . .
to provide a visual guideline for production.

32. Writing for the Web Audience: Burson-Marsteller’s e-fluentials
11 million heavy Internet users
Share opinions with many others
Verify ad claims by visiting company website
Reid-Goldsborough’s writing suggestions
Content, not image, is king on the Web
Site visitors scan rather than read
Web users hate hype and puffery

33. Ads for International Markets
Campaign Transferability Debate
Too expensive to create a unique campaign
for every nation or
Success requires creating a unique campaign for each market
Translating Copy
Translator must be an effective copywriter
Translator must
understand the product
Translate from learned language into native language
Advertisers should provide easy-to-translate copy

34. Ads for International Markets
Other Considerations
Use of color
Icon or visual image
Phrases or slogans
Legal restrictions