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chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

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Page 1: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy
Page 2: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

chapter09

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Creative Execution:Art and Copy

Page 3: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-3

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

Identify the art director’s role

Describe the format elements of an ad

Debate advantages and disadvantages of different types of TV commercials

Discuss the unique requirements in writing for

the Web

Page 4: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-4

The Art of Creating Print Ads

DesignHow the art director and graphic artistchoose and structure the ad’s artistic elements

LayoutHow the chosen ad formatelements are arranged

Headline VisualsSubhead Slogan/SealBody Copy Logo

Page 5: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-5

The 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

Page 6: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-6

ApprovalProcess

The Art of Creating Print Ads:Creative and Approval

Process

1. Creative director

2. Account management team

4. Agency’s & client’s legal departments

5. Top executives

3. Client’s product managers & marketing staff

Page 7: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-7

The Art of Creating Print Ads:Principles of Design

Balance Proportion SequenceUnity Emphasis

Strong design . . .

commands attention,

holds that attention,

tells as much as possible,

and facilitates understanding.

Page 8: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-8

Principles of Design:Which layouts work best?

Also called picture window layout. A single, large visual occupies about two-thirds of the ad.

Poster-style

A series of vertical and

horizontal lines and shapes in a

predetermined grid give

geometric proportion.

Mondrian Grid

Page 9: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-9

Principles of Design:Which layouts work best?

Circus

Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.

Picture Frame

Copy is surrounded by

the visual (or visual may be surrounded by

copy).

Page 10: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-10

Principles of Design:Which layouts work best?

Copy-Heavy

When you have a lot to say and visuals won’t say it.

Montage

Similar to circus, brings multiple illustrations together and arranges them to make a single composition.

Page 11: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-11

Principles of Design:Which layouts work best?

Combo

Creativity often involves combining two or more unrelated elements to make an ad more interesting.

Page 12: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-12

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

Page 13: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-13

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

Page 14: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-14

Chief FocusPossibilities

The Art of Creating Print Ads:Use of Visuals

Package

Product in Use

Product Alone

How to Use Product

Comparison of Products

Humor

Negative Appeal

User Benefit

Testimonial

Product Features

Page 15: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-15

The Art of Creating Print Ads:Use of Visuals

Ad for Axe that is most likely to be remembered because of its humor

Page 16: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-16

Selecting theVisual

The Art of Creating Print Ads:Use of Visuals

Is a visual needed for communication?

Black-and-white or color?

Illustrator or photographer?

Technical or budgetary issues?

Subject’s relevance to creative strategy?

Page 17: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-17

Copywriting with the creative pyramid: Allstate ad

Copywriting and Formatsfor Print Ads

Page 18: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-18

Copywriting 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

Page 19: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-19

Copywriting and Formats:Body Copy

FormatsStyles

Lead-in paragraph

Trial close

Interior paragraphs

Close (“action” step)

Straight-Sell

Narrative

Institutional

Dialogue/Monologue

Picture Caption

Device

Page 20: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-20

Copywritingfor Electronic MediaTwo-column radio script

Time Guidelines

10 seconds 20-25 words

20 40-45

30 60-70

60 130-150

Page 21: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-21The Role of Art in Radio and TV:

Ad FormatsStraight Announcement

On Camera or VoiceoverStraight Announcement

On Camera or Voiceover

PresenterPresenter

TestimonialTestimonial

DemonstrationDemonstration

MusicalJingles, Donuts,

Musical Logos and Hooks

MusicalJingles, Donuts,

Musical Logos and Hooks

Slice of LifeMnemonic DevicesSlice of Life

Mnemonic Devices

LifestyleLifestyle

AnimationAnimation

Page 22: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-22The Role of Art in Radio and TV:

Storyboards

After creatives finalize a TV spot’s concepts . . .

artists develop storyboard roughs . . .

including camera angles and the script . . .

in order to provide a visual guideline for production.

Page 23: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-23

Writing for the Web

Key considerations:

Users share opinions with many others

Contains elements of print and broadcast

media

Interactivity creates

opportunities

Formats:

Viral adsCompanyWeb sites

Banner ads

Page 24: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-24

Creating Ads forInternational Markets

Campaign Transferability Debate

Too expensive to createa unique campaignfor every nation

Success requires creatinga unique campaign

for each marketor

Translating Copy

Translator must be aneffective copywriter

Translator mustunderstand the product

Translate from learned language into native language

Advertisers should provideeasy-to-translate copy

Page 25: chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy

9-25

Korean Air site in two languages

Creating Ads for International Markets