artwork and creative styles.ppt

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chapter13

Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Creative Execution:

Art and CopyThe role of art and copy in print, radio,

and TV advertising

Chapter


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13-3

Chapter 13 Objectives

Describe the roles of artists

in the ad businessExplain ad layouts

Explain the role of the

copywriterOutline the creative

approval process Identify the art directors

roleDescribe the format

elements of an ad

Debate advantages and

disadvantages of differenttypes of TV commercials


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13-4

DesignHow the art director and graphic artist

choose and structure the ads artistic elements

LayoutHow the chosen ad format

elements are arranged

The Art of Creating Print Ads

Headline Visuals

Subhead Slogan/Seal

Body Copy Logo


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13-5The Art of Creating Print Ads:

Ad Design and Production

Small, rapidly

produced drawing

for visualization

Thumbnail

Drawn to actual

size, art sketched in,

body copy lines

Rough Layout

Facsimile of the

finished ad

Comprehensive

Presents look and

feel of brochures

Dummy

Text and visuals in

exact position, ready

for camera

Mechanical


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Creative and Approval ProcessThe copy

approval

processInsert ex. 13-1, p. 408

Copy approval process

Position = 2.9 horiz., 1.5

vertical

Size = 4.6 TALL

Resolution: 300 dpi


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Principles of Design

Balance Proportion SequenceUnity Emphasis

Strong design . . .

commands attention,

holds that attention,tells as much as possible,

and facilitates understanding.


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13-8Principles of Design:Which layouts work best?

Also called

poster-style

layout. A single,

large visual

occupies about

two-thirds of thead.

Picture Window

A series ofvertical and

horizontal lines

and shapes in a

predetermined

grid givegeometric

proportion.

Mondrian Grid


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Circus

Filled with

multiple

illustrations,

oversized type,

reverse blocks,

etc. to bring thead alive.

Picture Frame

Copy issurrounded by

the visual (or

visual may be

surrounded by

copy).


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Copy-Heavy

When you havea lot to say and

visuals wont

say it.

Montage

Similar to circus,brings multiple

illustrations

together and

arranges them to

make a singlecomposition.


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Combo

Creativity ofteninvolves

combining two or

more unrelated

elements to

make an admore interesting.


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13-12

Purposes

The Art of Creating Print Ads:

Use of Visuals

Capture Attention

Identify Subject

Clarify Copy

Show Product in Use

Support Truth of Copy

Emphasize Features

Provide Campaign Continuity

Arouse Interest in Headline

Create Favorable Impression

Qualify Readers


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Use of VisualsCopy Shopsstandard poster-

style ad is more

likely to gain

higher

readership and

recall scores

than other

formats

Insert photo 13.11, p. 410

Copy Shop ad

Position = 2.9 horiz., 1.5 verticalSize = 5.7 WIDE

Resolution: 300 dpi


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13-14

Chief FocusPossibilities


Use of Visuals

Package

Product in Use

Product Alone

How to Use Product

Comparison of Products

Humor

Negative Appeal

User Benefit

Testimonial

Product Features


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Use of Visuals

Ad for Axe that ismost likely to be

remembered

because of its

humor

Insert photo 13.12, p.411

Axe ad

Position = 3.5 horiz.,

1.5 vertical

Size = 4.6 TALL

Resolution: 300 dpi


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13-16

Selecting theVisual


Use of Visuals

Is a visual needed for communication?

Black-and-white or color?

Illustrator or photographer?

Technical or budgetary issues?

Subjects relevance to creative strategy?


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13-17Copywriting and Formats

for Print Ads

Copywriting with the creative pyramid: Allstate ad

Insert ex. 13-2 (and photo 13.13), p. 416

Success of ad/Allstate ad

Position = centered horiz., 2.2 vertical

Size = 7.11 WIDE

Resolution: 300 dpi


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13-18Copywriting and Formats:

Headlines and Subheads

Types SubheadsPurposes

Benefit

Provocative

News/Information

Above or below

head

Different color or

style

Support interest

step

Question

Command

Attract attention

Explain visual

Engage audience

Lead into ad body

Present message


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13-19Copywriting and Formats:

Body Copy

FormatsStyles

Lead-in paragraph

Trial close

Interior paragraphs

Close (action step)

Straight-Sell

Narrative

Institutional

Dialogue/Monologue

Picture Caption

Device


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13-20

Copywriting

for Electronic

MediaTwo-column

radio script

Time Guidelines

10

seconds

20-25 words

20 40-45

30 60-70

60 130-150

Insert photo 13.18, p.423

Radio script

Position = 0.35 horiz.,

0.4 vertical

Size = 5.75 TALL

Resolution: 300 dpi


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13-21The Role of Art in Radio and TV:

Ad Formats

The ExecutionSpectrum of adstyles

Insert ex. 13-3, p. 426

The Execution Spectrum

Position = 2.9 horiz., 1.5 verticalSize = 5.7 WIDE

Resolution: 300 dpi


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Ad Formats

Straight AnnouncementOn Camera or Voiceover

Presenter

Testimonial

Demonstration

MusicalJingles, Donuts,

Musical Logos, and Hooks

Slice of LifeMnemonic Devices

Lifestyle

Animation

13 23f i i


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Storyboards

After creatives finalize a TVspots concepts . . . artists develop storyboardroughs . . .

including camera angles and

the script . . .

in order to provide a visual

guideline for production.

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13-24

Writing for the Web

Audience: Burson-Marstellers e-fluentials

Verify ad claims

by visiting

company website

11 million heavy

Internet users

Share opinions

with many others

Reid-Goldsboroughs writing suggestions

Web users hatehype and puffery

Content, notimage, is king on

the Web

Site visitors scanrather than read

13 25C ti Ad f


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13-25Creating Ads for

International Markets

Campaign Transferability Debate

Too expensive to create

a unique campaign

for every nation

Success requires creating

a unique campaign

for each market

or

Translating Copy

Translator must be an

effective copywriter

Translator must

understand the product

Translate from learned language

into native language

Advertisers should provide

easy-to-translate copy

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13-26

Puma site in twolanguages

Creating Ads for

International

Markets

Insert photo 13.22a, p. 433

Puma screenshot (left panel)


vertical

Size = 3.75 WIDE

Resolution: 300 dpi

Insert photo 13.22b, p. 433

Puma screenshot (right panel)


verticalSize = 3.75 WIDE

Resolution: 300 dpi

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