UGA ADPR 3100 - Final Exam Study Guide (28 pages)

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Final Exam Study Guide



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Final Exam Study Guide

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lecture notes #21-26, group presentation notes, and book notes from required readings


Pages:
28
Type:
Study Guide
School:
University of Georgia
Course:
Adpr 3100 - Principles of Advt
Edition:
2
Documents in this Packet

Unformatted text preview:

ADPR 3100 1st Edition Final Exam Study Guide Lectures 21 36 Lecture Notes Montage o french word for real simple idea o stories dramatize action and pitch is reason why advertising o variations combined with a pitch voice over states general claim combining montages with pitch can sometimes be very effective can sometimes be boring this way you can t really get to know characters ex voiceover with ad running montage with unusual spokesperson fits in this category also an example is that really country guy that did all of the talking in the ad combined with a story defined characters sense of the people as characters and their lives snippets from different situations ex bear carpet is alive and is a director for a film for CANAL pedigree adoption drive commercial with people owning different weird animals like a rhino or ostrich ex Wicked Witch of the West and her best friend combination of montage and story you get better sense of the characters in this one you can see snippets of situations that the characters are going through you can build a backstory with this variation it doesn t mean that it has to be realistic ex bear rug directing commercial Wicked and her friend commercial solely images and music no story or defined characters music has key importance ex go moms P G commercial for Olympic athletes ex every dream dream big Dick s sporting goods commercial o sequences of images not a linear single story don t happen in a really uniform place it jumps a lot maybe to different people maybe to a different time linked by a shared theme express a creative concept of the campaign it s a very fluid way and intuitive way of organizing an ad pretty much the opposite of pitch not good for ads that have to be presented in a linear way pictures in a montage should all fit together should even be a tagline at the end of it that conveys a key message all related to each other through a thematic thread all related to the creative concept o fluid intuitive o tagline voiceover



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