Creating Print Ads

Key Elements Copy –The words of an ad –Headlines, subheads, slogans, captions, body copy Art –The visual elements of the ad –Illustrations, photography, typography, layout

Copywriters What does the copywriter do? Who do they work with?

Characteristics of Good Copy Clear focus concentrating on major selling idea Right tone of voice Avoids adese Considers grammar

Categories of Copy for Print Display copy –Set in larger size type –Includes headlines, subheads, captions, and slogans –Used to attract the reader’s attention Body copy –The text of the ad –Includes paragraphs of smaller type –Develops sales message, provides support, and gives explanation

How to Write Headlines The headline is the title of the ad Most experts believe the headline is the most important display element Headlines should: –Work in combination with the visual –Cause the reader to stop scanning –Attract prospects –Make the product category clear to the reader –Lead readers into the body copy

Other Display Copy Captions - short descriptions of the content of a photograph or an illustration. Subheads – sectional headlines within the body copy. Slogans – phrases that are repeated from ad to ad as part of a campaign.

How to Write Body Copy What is body copy and what does it do? Should long body copy be avoided? Structure of body copy –Lead paragraph – important because people test if they want to continue reading the ad –Closing paragraph – refers back to creative concept, wraps up the key selling point, gives some kind of call to action

Art Direction for Print Ads What does the art director do? What is a layout? –A blueprint that shows the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, art, and any identifying marks. What decisions must the art director make? –Art, Color, Typography, Design

Illustrations and Photos Photography –is considered authentic and makes a powerful statement –Most people feel that pictures don’t lie Illustrations –eliminate many details of a photo and simplify the visual message –are considered more fanciful The decision to use a photograph or illustration is determined by the – advertising strategy – product being advertised –medium advertised in

Color Attracts attention Conveys realism Establishes mood Spot color

Match Color to Mood Warm colors drama, elegance, power (yellow, orange) Blackno-nonsense, natural Earth tones (brown)happiness Cool Colors friendly tone (blue, green) Pastelscalm, serene, reflective

Typography The appearance of the ad’s printed matter in terms of the style and size of typefaces

Type Selection Two roles –Functional (good typography doesn’t call attention to itself) –Aesthetic (type selection can contribute to the mood of the message) Must consider: –Appropriateness –Variety –Legibility

Legibility How easy it is to perceive the letters Reverse type, all capitals, and surprinting all hinder the reading process Figure 14.1d

Design Principles Direction (Movement) – techniques used to direct the movement of the reader’s eye. (focal point, visual path) Simplicity and white space- Keep it simple, don’t crowd the layout Unity – different parts of ad give a harmonious impression Contrast – make important elements of the ad stand out Balance – Two types of balance (formal and informal) Proportion – equal proportions are visually uninteresting

Layout Stages Thumbnail SketchesRough Layout Semicomps Mechanicals Comprehensives Final High-Resolution Film Figure 14.4