Creative Execution: Art and Copy Chapter 09 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives LO1: Describe the factors involved in creating print ads. LO2: Explain the types of copy an how great copy is created in print ads. LO3: Outline how great copy is created in electronic ads. LO4: Discuss the role of art in electronic ads. LO5: Review the unique requirements in writing for the Web. 9-2

The Art of Creating Print Ads Designing the Print Ad – Design: how the art director, graphic artists/designers choose and structure the artistic elements – Generally, clean lines and well composed photographs give the ad breathing room to draw attention – White space helps give the ad balance 9-3

The Art of Creating Print Ads The Use of Layouts – A layout is the overall arrangement of all the format elements headlines, subheads, logos, body copy, slogan, etc 9-4

Ad Design & Production Advertising Design & Production – Thumbnails – Rough Layouts – Dummy – Comprehensive & Mechanical – Approval 9-5

Ad Design & Production Principals of Design: what designs work best – Ads must be designed to attract customers fast – The Basic Rules a design in balance break space into pleasing proportions a directional pattern that is evident one element should dominate ads should have less than 50 words headlines are best under the ad 9-6

Ad Design & Production The Use of Visuals in Print Advertising – several goals for visuals capture the reader’s attention clarify claims made by the copy identify the subject of the ad show the product actually being used qualify readers by stopping those who are prospects 9-7

Ad Design & Production Determining the chief focus for visuals – The package – The product alone or in use – Comparison of products – Use benefit – Product features – Humor 9-8

Producing Great Copy in Print Ads Headlines – The words in the leading position – the words that will draw attention & be read first Attract attention, engage the audience Communicate the selling idea Present product news 9-9

Producing Great Copy in Print Ads Types of Headlines – Provocative provoke a readers curiosity – Question asks a question to get the reader to read the copy – Command orders the reader to do something 9-10

Producing Great Copy in Print Ads Body Copy – usually only read by about 10% of readers – explains the product – often gets read aloud gives an idea as to how it sounds done even for print ads 9-11

Producing Great Copy in Print Ads Body Copy Styles – Straight Sell – Institutional – Narrative – Dialogue/Monologue – Picture-Caption – Device 9-12

Producing Great Copy in Print Ads Formatting Body Copy – Lead-in the bridge between the headline & sales copy – Interior paragraphs the part of the body copy that develops credibility & provide proofs for claims 9-13

Creating Great Copy in Electronic Media Radio Copy – Uses a script, sound effects (SFX) & music Rule of thumb: about 2 words per second Television Copy – Radio’s script format works – Left has video – Right has audio 9-14

The Role of Art in Radio & TV Ads Storyboard Development – Storyboard Design a process similar to how a print ad is developed artist designs how each scene should look – Animatic video comp commercial taped in rough form 9-15