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chapter09
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
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
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
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
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.
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
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).
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.
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.
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
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
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
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
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?
9-17
Copywriting with the creative pyramid: Allstate ad
Copywriting and Formatsfor Print Ads
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
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
9-20
Copywritingfor Electronic MediaTwo-column radio script
Time Guidelines
10 seconds 20-25 words
20 40-45
30 60-70
60 130-150
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
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.
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
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
9-25
Korean Air site in two languages
Creating Ads for International Markets