Presentation is loading. Please wait.

Presentation is loading. Please wait.

Chapter 11 Creative Execution: Art and Copy

Similar presentations

Presentation on theme: "Chapter 11 Creative Execution: Art and Copy"— Presentation transcript:

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

Download ppt "Chapter 11 Creative Execution: Art and Copy"

Similar presentations

Ads by Google