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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy.

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Presentation on theme: "McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy."— Presentation transcript:

1 McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy

2 11-2 Chapter Overview The role of art and copy in print, radio, and TV advertising

3 11-3 Chapter Objectives Describe the roles of artists in the ad business Explain the role of the copywriter Debate the pros and cons of different types of TV commercials Explain ad layouts and the steps to create them Outline the creative approval process Identify the art director’s role in radio commercials

4 11-4 Positions the product Delivering on the Big Idea What is shown is just as important as what is said… sometimes more Creates brand personality Sets the mood Flavors the message (copy)

5 11-5 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 11-6 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 Presents look and feel of brochures Dummy Text and visuals in exact position, ready for camera Mechanical

7 11-7 Creative and Approval Process

8 11-8 Principles of Design BalanceProportionSequenceUnityEmphasis Strong design... commands attention holds that attention tells as much as possible facilitates understanding

9 11-9 Commonly Used Software CorelDRAW, Macromedia Freehand, Adobe Illustrator Painting / Drawing Adobe Photoshop, Corel Paint Shop Pro Image Manipulation Macromedia FLASH Web Design Page Layout QuarkXPress, FrameMaker, InDesign Microsoft Word, Corel WordPerfect Word Processing

10 11-10 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 11-11 Which Layout Works Best? Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive Circus Copy surrounded by the visual, or visual surrounded by copy Picture Frame

12 11-12 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 11-13 Which Layout Works Best? Combining two or more elements to make an ad more interesting Combo

14 11-14 Basic Design Rules Balance Proportion Sequence Unity Emphasis

15 11-15 Use of Visuals Purposes Capture attention Identify subject Qualify readers Arouse interest in headline Create favorable impression Clarify copy Show product in use Support truth of copy Emphasize features Provide campaign continuity

16 11-16 Use of Visuals: Poster Format Higher Readership and Recall Scores

17 11-17 Use of Visuals Chief Focus Possibilities Package Product in use Product features User benefit Testimonial Product alone How to use product Comparison of products Humor Negative appeal

18 11-18 Use of Visuals Ads with humor are more likely to be remembered

19 11-19 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 11-20 Print Ad Copy and Format

21 11-21 Headlines & Subheads Type Purpose   Benefit   Provocative   News/Information   Question   Command   Attract attention   Explain visual   Engage audience   Lead into ad body   Present message

22 11-22 Headlines & Subheads Subheads   Above or below head   Different color or style   Support “interest” step

23 11-23 Headlines & Subheads A great headline can do a lot of heavy lifting in a print ad

24 11-24 Body Copy FormatsStyles Lead-in paragraph Trial close Interior paragraphs Close (“action” step) Straight-Sell Narrative Institutional Dialogue/Monologue Picture Caption Device

25 11-25 Slogans, Themelines, Taglines Provides continuity to a series of ads Reduces an advertising message strategy to a brief, repeatable, memorable positioning statement 1 2 “Breakfast of Champions” “Reach out and touch someone” “Diamonds are forever”

26 11-26 Seals, Logos, Signatures Seal Awarded when a product meets established standards Logos and signature cuts Special designs of the advertiser’s company or product name

27 11-27 Writing Radio Copy Time Guidelines Seconds Words

28 11-28 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 11-29 Ad Formats Execution Spectrum, developed by Hank Seiden

30 11-30 Ad Formats Straight Announcement Presenter Testimonial Demonstration Musical Slice of Life Lifestyle Animation

31 11-31 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 11-32 Writing for the Web Audience: Burson-Marsteller’s e-fluentials Verify ad claims by visiting company website 11 million heavy Internet users Share opinions with many others Reid-Goldsborough’s writing suggestions Web users hate hype and puffery Content, not image, is king on the Web Site visitors scan rather than read

33 11-33 Ads for International Markets Campaign Transferability Debate Too expensive to create a unique campaign for every nation Success requires creating a unique campaign for each market or 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 Translating Copy

34 11-34 Ads for International Markets Use of colorIcon or visual image Phrases or slogansLegal restrictions Other Considerations

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