Creative aspects of advertising

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Presentation transcript:

Creative aspects of advertising Chapter = 9 Creative aspects of advertising

Advertising and Creativity

Creative design process Steps in Creative design process

Copy Writing

Advertising Copy Ad copy is defined as “written or spoken material in it, including headlines, main body, sub-heads, Pictures, captions, slogans, information about brand name, trademarks, prices, coupons, claims, advertiser’s name , address, logo, phone numbers, website etc.

Requisites of effective Ad- Copy strategy Attractive Interesting Retention value Suggestive Creative Educative Believable Appropriate appeal Miscellaneous characteristics

Types of advertisement copy Descriptive copy Questioning copy Comparative copy Announcement copy Institutional copy Topical copy Personality copy Technical copy Reason-why copy Dramatisation copy Prestige copy Reminder ad-copy Teaser ad copy Animation ad copy Other types of ad-copy

Message Meaning of message Message content Message format Message source

Advertising Appeal Rational Appeal Emotional Appeal Combining rational and emotional Appeal Moral Appeal

Lay-out of print ad copy Meaning of Layout Essentials of print ad-copy

Broadcast advertising copy Radio ad copy Television ad copy

Internet ad copy

Elements of print Ad copy Headlines Sub-heads Illustration Slogan Text or body- copy Blurbs Boxes or panels Identification mark Closing idea

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