1 / 36

EKSEKUSI KREATIF

EKSEKUSI KREATIF. Macam Eksekusi Kreatif Taktik Kreatif. Eksekusi kreatif adalah cara bagaimana suatu daya tarik iklan disajikan Macam -macam Eksekusi Kreatif : Iklan Pesan Faktual (Factual Message) Iklan Bukti Ilmiah Iklan Demonstrasi Iklan Perbandingan Iklan Kesaksian

juana
Download Presentation

EKSEKUSI KREATIF

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. EKSEKUSI KREATIF MacamEksekusiKreatif TaktikKreatif

  2. EksekusikreatifadalahcarabagaimanasuatudayatarikiklandisajikanEksekusikreatifadalahcarabagaimanasuatudayatarikiklandisajikan Macam-macamEksekusiKreatif : • IklanPesanFaktual (Factual Message) • IklanBuktiIlmiah • IklanDemonstrasi • IklanPerbandingan • IklanKesaksian • IklanCuplikanKehidupan • Animasi • SimbolPersonalitas • Fantasi • Dramatisasi • Kombinasi

  3. TaktikKreatif • TaktikKreatifIklan Media Cetak Komponenataubagianutama (basic component) iklan media cetakmeliputikepalaataujuduliklan (headline), badaniklan (body copy), visual atauilustrasi (layout) iklan. Dalamindustriperiklanan, pekerjaanmembuatjuduldandanbadaniklanmenjaditanggungjawabpenulisnaskah (copywriter), sedangkantampilan visual iklanmenjaditanggungjawabpenataseni (art director) yang harusbekerjasamadenganpenulisnaskahiklandalammenyusuntataletakiklan yang mencakupjudul, sub juduldanbadaniklansertailustrasi, logo dantulisan (caption).

  4. TaktikKreatifIklanTelevisi, Iklantelevisiterdiridarikomponen: • Video Elemen visual adalahelemen yang mendominasiiklantelevisisehinggaelemeninilah yang dianggapmampumenyampaikanide, pesandan/ataucitra yang hendakditampilkan. • Audio Terdiridarikomponensuara, musik, dansound effects. Suaradapatberupapresentasilangsungpenyaji (announcer) ataudalambentukpercakapandiantarasejumlahorang (voice talent) yang munculpadaiklanbersangkutan . Proses pengisiansuara (dubbing atauvoiceover), yaitunarasi yang mengiringigambartanpamemperlihatkansiappembacanarasitersebut. Elemenmusikdapatdigunakansebagaialatpenarikperhatian, penyampaipesanpenjualan, danmembantumenbanguncitrasuatuproduk.

  5. TaktikKreatifIklan Radio Radio walaukaraktermedianyabersifatsepintaslalu, namunmemilikikekuatandalammencapaiaudien. Yang perludiperhatikansaatmembuatkreatifiklan radio adalahkonsepnaskahiklanharusdisesuaikandengankaraktermedianyadenganmembuatnaskah (script) iklan yang tidakterlalupanjang, karenasifatnyasepintaslalu. Konsepisipesaniklanbersifatsingkatnamunpadatakaninformasidanataucitra yang inginditerimaolehaudiens. Elemen audio padaiklan radio terdiridaripengisisuara (voice talent/ announcer), musik (music), danefeksuara (sound effect).

  6. FOUR QUALITIES THAT MAKE UP A GOOD AD: 1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures 2. Arouses interest: good word choice 3. Creates desire: uses propaganda techniques to make you believe you want it or need it 4. Causes action: gets results. Sells the product to the targeted audience.

  7. Recognizing Propaganda Techniques • Bandwagon • Testimonial • Snob Appeal • Plain Folks • Patriotism • Facts and Figures • Expert • Logical Appeal

  8. More Propaganda… • Glittering Generalization • Transfer/Emotional • Name-Calling • Repetition • Humor

  9. Bandwagon • persuasive technique that invites you to join the crowd. • Everybody’s doing it! • Often uses weasel words

  10. For Example: • A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go, too!”

  11. Testimonial • Statement endorsing an idea/product by a prominent person. • Product can be inside or outside particular field. • Musical artists, • Sports giants, • Actors/actresses

  12. Snob Appeal • Aims to flatter • Makes assumption/insinuation that this product/idea is better than others… • Thus, those that use it are too. • “AvantGarde” ahead of the times. The Ultimate driving machine

  13. Plain Folks • Opposite of Snob Appeal • Identifies product/idea with a locality or country • Practical product for ordinary people. Like a good neighbor…

  14. Patriotism • Purchase will display love of country. • Person will financially help the country.

  15. Facts and FiguresStatistics In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

  16. Expert Opinions • They use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. • Example: 4 out of 5 doctors prescribe Bayer aspirin

  17. Logical Appeal • Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product • Examples: It makes sense to buy this

  18. Glittering Generalization Definition: Using simple phrases that sound good but have no real value or meaning. • Examples: • “I am the candidate for change.” • The Acura automobile slogan, “Advance.” • “It’s new!” • A popular slogan on teacher stationery, “Making the Difference!”

  19. Transfer or Emotional AppealPositive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t. • Love/ Popularity • Fame • Wealth • Power • Attractiveness

  20. Name - Calling • A way of smearing an opponent • Intent is to damage opponent • It also arouses suspicion of opponent • Intention is to create an uneasy feeling • Used by politicians and product companies

  21. Repetition • Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product • Repeating something helps you remember the product or ad

  22. Buyer Beware • Be a conscientious consumer • Know what devices are trying to influence you • Then… • Make an informed decision

  23. Magic ingredients“Revives and sustains”1905

  24. Bandwagon:“6 million drinks a day”1925

  25. Bandwagon:“It had to be good to get where it is”1926

  26. Plain folks:“Friends for life”1935

  27. Snob appeal1957

  28. Patriotism1974

  29. Wit and humor1999

  30. Testimonial An important person or famous figure endorses a product.

  31. Bandwagon This technique tries to persuade everyone to join in and do the same thing.

  32. Transfer or Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

  33. Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

  34. Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered.

  35. Use of humor

  36. terimakasih

More Related