ADPR 3850 1st Edition Lecture 18 Outline of Last Lecture I Media Types Outline of Current Lecture II Organizations The Pitch The Story a Media categories for creative b Key organizations i The pitch the story c Key techniques d Characters plot Current Lecture Organizations The Pitch The Story Media categories for creative work Key organizations o The pitch o The story Key techniques Characters plot Creative value of writing Well done writing can o Make clear the relevant surprise o Explain features benefits o Entertain make memorable An ad very well written can entertain therefore be memorable therefore good chance for people to act 2 ways of organizing ads that rely on writing thinking in a narrative form The Pitch A case to make o This ad makes a case for why you should buy this o Similar to a term paper to propose a position and back it up o Denotative reason why These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Come right out and tell you Similar to reason why advertising Such ads offer explicit reasons why you should consider this product Circular expository organization o Start of saying the key point then develop and substantiate then come back and conclude with the same key point Presents expands on concludes with key message Parts Roles of a Pitch Ad o Headline thesis Primary benefit Or intriguing comment of question o Subheadline option some pitch ads have it some don t If it does its very closely related to the headline If headline is primary benefit of product then subheadline specifies it Subheadline would answer clarify the question very close relationship o Body middle Features Body of the ad you are supposed to list the features of the product or service that enable it to deliver benefit o Close end Restates thesis circular organization Call to action Statement of what you would like the viewer to do next Ex Call us today visit our closest store Pitch Example Ad for vacation in San Francisco o Headline The World wasn t created for your amusement This headline is playing the role of intriguing comment Entices you to read more o Subheadline Just 46 squares miles of it Clarifies the comment 46 is how big San Francisco is o Body features that make San Francisco a good place to vacation Go to museum play the bridge beach etc o Close If it is good times you re after visit San Francisco That is the call to action Pitch Example Ad for Jeep Headline It has a safety feature for most everything except for s Revenge o Tells you the car is safe Body features making the Jeep safe Energizing a pitch Unusual spokespeople o Typical pitch ads are written by generic people so have it written from a very diff person to make less boring Unusual point of view o Ex Ad written from point of view from a mean boss who turned into a goat for 3 days for punishment o Ex Ad for McDonalds headline Cheese o Ex video ad Hulu brought by famous actor saying TV is good for your brain Hulu is evil brought by aliens The Story Second way you can organize an ad Emotive connotative dramatize o Not logical try to pull on your heart strings infer or imply what the benefits are connotative not denotative stories try to dramatize the features and benefits Structure o Very different from pitch o Beginning stasis The start of a story is in the stage of stasis a time where no one has a problem and everything is fine Ex laying in a field of grass after picnic o Middle stasis upset This drives the story Now there is a problem Ex rainstorm hits the picnic o End stasis restored Problem is solved In ads it is the product that helps restore this stasis Key message interwoven Story Example Picture of a lovely couple at dinner ready to have a nice night Ad picks up where stasis is upset Karen gets a phone call bff emergency now there is a problem will Karen end her date or blow off friend Stasis is restored Ad says the 3 of them go out together bff says she wants to clone her friends date all restored at CHARLESTON GRILLE o Note it says nothing about the menu price hours etc this is because the key benefit of this ad is that it is a place where friends can have fun o No headline or subheadline BECAUSE IT ISNT A PITCH Story Example Ad for Accord Wagon Ad is talking to young men tells a story that you can do whatever you want until you get married the ad picks up about now that you re married you have to drive to day car then babysitter then music lessons etc so the problem is you feel like a taxi service THEN your little girl smiles and asks for the keys to the car you mine a well enjoy the trip She is finally is old enough to drive Characters plot What drives stories Characters and plot o Must pay attention to this to write a really good story ad o If an ad is well written you can get a clear idea of the characters can be dogs clouds etc Characters need to be real and plausible o Even though it can be anything in an ad must make sense within the story Plot with a surprise at the end Particularly effective with dynamic media o b c these messages unroll over a span of time you can hide the end until the end Characters and plot Example Girl speaking personally about how she can t stop cursing how it effects her public life food com delivery service for food sometimes it s just best to order in o Get the sense of her character Surprise without plot Possible sometimes to have ad without a plot but still a surprise Ex car driving through the greenery with nice music then a man comes and screams in the camera o canned caffeine with coffee Surprise with plot Characters who do the opposite of what s expected o Ex Christmas time and kids want presents but Ad where a little boy is waiting for Christmas and bored and it comes and really he was so excited to give his parents a gift he runs right by his for gifts you can t wait to give buy at John Lewis you could have the story end in a way total different than you think its going to opposite resolution Typical characters place in unusual situations o Ex Ad in the form of a security camera in a store silent then shows the man stealing the world s slimmest television So slim you can t see it in his arms until he goes out the door Unusual characters placed in typical situation o opposite can generate great surprise o Ex a dog jumps over fence to get in the little dogs hut in the rain to eat …