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Creative Execution: Art and Copy

Creative Execution: Art and Copy. Chapter 9 Objectives. Describe the roles of artists in the ad business. Explain ad layouts. Explain the purpose and selection of visuals in print advertising. Outline the creative approval process. Describe the format elements of an ad.

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Creative Execution: Art and Copy

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  1. Creative Execution:Art and Copy

  2. Chapter 9 Objectives Describe the roles of artists in the ad business Explain ad layouts Explain the purpose and selection of visuals in print advertising Outline the creative approval process Describe the format elements of an ad Identify the art director’s role Debate advantages and disadvantages of different types of TV commercials Discuss the unique requirements in writing for the Web

  3. The Art of Creating Print Ads Design How the art director and graphic artist choose and structure the ad’s artistic elements Layout How the chosen ad format elements are arranged Headline Visuals Subhead Slogan/Seal Body Copy Logo

  4. Thumbnail Rough Layout Comprehensive Small, rapidly produced drawing for visualization Drawn to actual size, art sketched in, body copy lines Facsimile of the finished ad Mechanical Dummy Text and visuals in exact position, ready for camera Presents look and feel of brochures The Art of Creating Print Ads:Ad Design and Production

  5. The Art of Creating Print Ads:Creative and Approval Process Approval Process 1. Creative director 2. Account management team 3. Client’s product managers & marketing staff 4. Agency’s & client’s legal departments 5. Top executives

  6. The Art of Creating Print Ads:Principles of Design Balance Unity Proportion Emphasis Sequence Strong design . . . commands attention, holds that attention, tells as much as possible, and facilitates understanding.

  7. Also called picture window layout. A single, large visual occupies about two-thirds of the ad. A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion. Poster-style Mondrian Grid Principles of Design:Which layouts work best?

  8. Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive. Copy is surrounded by the visual (or visual may be surrounded by copy). Circus Picture Frame Principles of Design:Which layouts work best?

  9. When you have a lot to say and visuals won’t say it. Similar to circus, brings multiple illustrations together and arranges them to make a single composition. Copy-Heavy Montage Principles of Design:Which layouts work best?

  10. Creativity often involves combining two or more unrelated elements to make an ad more interesting. Combo Principles of Design:Which layouts work best?

  11. The Art of Creating Print Ads:Use of Visuals Purposes Capture Attention Clarify Copy Identify Subject Show Product in Use Qualify Readers Support Truth of Copy Arouse Interest in Headline Emphasize Features Create Favorable Impression Provide Campaign Continuity

  12. The Art of Creating Print Ads:Use of Visuals Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats

  13. The Art of Creating Print Ads:Use of Visuals Chief FocusPossibilities Package Product Alone Product in Use How to Use Product Product Features Comparison of Products User Benefit Humor Testimonial Negative Appeal

  14. The Art of Creating Print Ads:Use of Visuals Ad for Axe that is most likely to be remembered because of its humor

  15. The Art of Creating Print Ads:Use of Visuals Selecting theVisual Is a visual needed for communication? Black-and-white or color? Subject’s relevance to creative strategy? Illustrator or photographer? Technical or budgetary issues?

  16. Copywriting and Formatsfor Print Ads Copywriting with the creative pyramid: Allstate ad

  17. Copywriting and Formats:Headlines and Subheads Purposes Types Subheads • Benefit • Attract attention • Above or below head • News/Information • Engage audience • Different color or style • Provocative • Explain visual • Support “interest” step • Question • Lead into ad body • Command • Present message

  18. Copywriting and Formats:Body Copy Styles Formats Lead-in paragraph Straight-Sell Institutional Interior paragraphs Narrative Trial close Dialogue/Monologue Close (“action” step) Picture Caption Device

  19. Copywritingfor Electronic Media Two-column radio script

  20. The Role of Art in Radio and TV:Ad Formats Straight Announcement On Camera or Voiceover Musical Jingles, Donuts,Musical Logos and Hooks Presenter Slice of Life Mnemonic Devices Testimonial Lifestyle Demonstration Animation

  21. artists develop storyboard roughs . . . After creatives finalize a TV spot’s concepts . . . including camera angles and the script . . . in order to provide a visual guideline for production. The Role of Art in Radio and TV:Storyboards

  22. Writing for the Web Key considerations: Contains elements of print and broadcast media Interactivity creates opportunities Users share opinions with many others Formats: CompanyWeb sites Banner ads Viral ads

  23. Creating Ads forInternational Markets Campaign Transferability Debate Too expensive to createa unique campaign for every nation Success requires creatinga unique campaignfor each market or Translating Copy Translator must be aneffective copywriter Translator must understand the product Translate from learned language into native language Advertisers should provideeasy-to-translate copy

  24. Creating Ads for International Markets Korean Air site in two languages

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