Transcript Contemporary Advertising

McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 13
Creative Execution:
Art and Copy
The role of art and
copy in print, radio
and TV advertising
Objectives
Describe the roles of
artists in the advertising
business
Outline the creative
approval process
Describe the format
elements of an ad
Explain advertising
layouts
Explain the role of the
copywriter
Identify the art director’s
role
Debate the advantages
and disadvantages of
different types of TV
commercials
Delivering on the Big Idea: Integrating
the Visual and the Verbal
Nonverbal
Element
Visuals help position the product
Create brand personality
Create the mood
The Art of Creating Print Advertising
Design
How the art director
and graphic artist
choose and structure
ad elements
Layout
Headline
Subheads
Body copy
Visuals
Slogan, seal
Logo, signature
Advertising Design and Production: The
Creative and Approval Process
Thumbnail sketch
Rough Layout
Small, rapidly
produced
drawing for
visualization
Drawn to
actual size,
art sketched
in, body copy
lines
Comprehensive
Facsimile of
the finished
ad
Mechanical
Dummy
Pasteup or
cameraready art
Presents
look and
feel of
brochures
Advertising Design and Production: The
Creative and Approval Process
Principles of Design: Which design
formats work best?
Also called
poster-style
layout. A
single, large
visual
occupies
about twothirds of the ad
Picture
window
A series of
vertical and
horizontal lines
and shapes
within a
predetermined
grid give
geometric
proportion
Mondrian
Grid
Principles of Design: Which design
formats work best?
Filled with multiple
illustrations,
oversized type,
reverse blocks and
other gimmicks to
bring the ad alive
Circus
Copy is
surrounded by
the visual (or
visual may be
surrounded by
copy)
Picture
frame
Principles of Design: Which design
formats work best?
When you have
a lot to say and
visuals won’t
say it.
Copy-heavy
Similar to
circus, brings
multiple
illustrations
together and
arranges them
to make a single
composition
Montage
Principles of Design: Which design
formats work best?
Creativity
often involves
combining two
or more
unrelated
elements to
make an ad
more
interesting
Combo
The Use of Visuals in Print Advertising

The people responsible for visuals in advertising:
Artists
Photographer
Purpose of the Visual
Capture
attention
Show the
product
Arouse
interest
Clarify copy
claims
Qualify
readers
Emphasize
product
features
ID the ad’s
subject
Support
copy claims
Create a
good
impression
Provide
campaign
continuity
Determining the Chief Focus for Visuals

Standard subjects for ad visuals include
Product alone
Package containing
the product
Determining the Chief Focus for Visuals

Standard subjects for ad visuals include
How to use the
product
Product in use
Determining the Chief Focus for Visuals

Standard subjects for ad visuals include
Comparison of
products
Product features
Determining the Chief Focus for Visuals

Standard subjects for ad visuals include
Humor
User Benefit
Determining the Chief Focus for Visuals

Standard subjects for ad visuals include
Negative appeal
Testimonial
Copywriting and Formats for Print
Advertising

Key format elements:
Visuals
Headlines
Subheads
Body copy
Slogans, seals
Logos, signatures
Copywriting and Formats for Print
Advertising
Attention
Headline
Subheads
Visual
Copywriting and Formats for Print
Advertising
Interest
Subheads
First copy paragraph
Copywriting and Formats for Print
Advertising
Credibility
Desire
Body copy
Copywriting and Formats for Print
Advertising
Action
Logo
Slogan
Signature block
Headlines

Role of headlines
Attract
attention
Engage
The audience
Explain
The visual
Direct
Attention
Present
Selling message
Types of Headlines





Benefit headlines
News/information headlines
Provocative headline
Question headline
Command headline
What makes
Speak
a Foreign
Our Tire
Betcha
Can’t
Language
in 30
OBEY
YOUR
Customers
THIRST
Days
or Your
Smarter
and
Richer
Eat
Just
One
than
Others?
Money
Back!
It’s a Girl
Headlines


The headline contains the words in the
leading position in the advertisement
Role of headlines
Attract attention
Explain the visual
Engage the audience
Present the selling
message
Direct attention to
body copy
Subheads
Smaller headline
Appears in boldface or italic type
Supports the interest step
Body Copy
Styles
Straight sell
Institutional
Narrative
Dialog/monolog
Picture caption
Device
Other Ad Elements
Slogans
Seals
Logos
Signatures
Copywriting for Electronic Media
 Writing
radio copy
Left side
•Speaker’s names
•Descriptions
•Sound effects
•Music
Right side
•Audio
Copywriting for Electronic Media
 Writing
television copy
Left
•Video
Right
•Audio
Formats for radio and TV Commercials
Straight
Announcement
Integrated
Commercial
Presenter
Commercial
Radio
Personality
Testimonial
Formats for radio and TV Commercials
Demonstration
Musical
Slice-ofLife
Lifestyle
Animation
Basic Mechanics of Storyboard
Development
Storyboard helps to:
Video portion of a
script is transformed
into real images
Visualize the tone and sequence of
action
Discover conceptual weaknesses
Make management presentations
Writing for the Web
 Reid
Goldsborough suggests:
On the Web:
Content is
king
People scan
rather
than read a
Web site
Web users
hate
hype and
puffery
Creating Ads for International Markets
 The
most important consideration: language
Campaign
Transferability
Debate:
Too expensive to
create a unique campaign
for every nation
or
Success requires creating
a unique campaign for
each market
Translating Copy
 Classic
examples of poor translations in advertising:
It takes a tough
man to make
a tender chicken
It takes a sexually
excited man to make
a chick affectionate
?
Translating Copy
 Some
basic rules:
The translator must
be an effective copywriter
The translator must
understand the product
Translators should translate into
their native tongues
The advertiser should give the
translator easily translatable copy