-Social Media experts (they are dying out)-Studio artist and studio manager more about design and art area.-You can grow to become a creative director, and as you grow your responsibilities go down and the intense work goes down…art director:1) visual2) concept3) photoshoots4) stylingcopywriter:1) words2) concept3) voice over4) radioboth can do one or the other.. but by large people fall under just one area were they are more comfortableThe worst enemy: BLANK PAGEYou have to fill it, no matter how hardWrite too much!QUOTE: Nobody read ads, they read something that interest them and sometimes that is an Ad.  Howard Gossage. (west coast weirdo) people win awards because of quality lines… short, sexy, smart.THE GLAMOUROS WORLD OF ADVERTISING: Shortage of time / money Space constraints (a lot to say, small space) Client mandates (show the amazing interior of the new Lexus, you have to do something great with it) Visual mashups are a commonplace (great headlines break through the clutter)GREEKS:1) First ones to analyze the speech (hyperbole, simile)2) ARISTOTLE:Three means of persuasioni. Appeal to logic (dyson vacuum explanation: OMG that is so right!) Bill Nineii. Appeal to emotion ( Johnson TV ad for the little girl and the bomb) Ken Hamiii. And number 3… HAVE A PRESENTERWho is : trustworthy, authoritative, and charismatic. (only works if the person is these 3 things…)COPYWRITTERS RELY ON RHETORIC:AKA figures of speech, literary devicesMetaphors is the lifeblood of advertising.Hyperbole: overstating something, exaggeration.Irony: Celebrities that died with drugs. WHAT IS IT?  CICERO: say one thing, and meaning another.Paradox: what is the opposite of opposite. (where the women you hate get their hair done)Parallelism: delivered repetition of a phrase, or a word (kind of like a song, rhythm)Anesis: Sudden changes of daily stuff. It seems like you can put a (…) but don’t put it.  the sudden u turn!Just like grandma used to make before her afternoon napTHE MANIFESTO or minifesto declaration of intention and statement of goals it helps you find connections and a mind map headlines, taglines, slogans. what are you really trying to thing about. anthemic: THIS IS WHAT WE ARE ABOUT… what the brand it trying to sound like.  PSP : greatness awaits (bigger than themselves) Bacardi: homosapiens vs. neardantales.HEADLINES: REASON WHY COPYWRITTERS WERE INVENTED. Harley Davidson: “somewhere on an airplane a man is trying to rip open a small bag of peanuts.” (this makes you think) good headlines:Capture imaginationLure into body copy (invite you to read it)Select your audience (let your audience chose you)Communicate a benefitConnect emotionallyEnhance the visual (not repeat the message with the image)What’s your type? ALL OF THEM!! GREAT copywriters can do the work for anything. hear the brand voice, not yourself.Types of headlines:Direct benefit:Reverse benefit: what will happen if I ignore it.Factual: trueSelective: Michelin- “ Because so much is riding on your tires” talk to families, parents of children  talk to you targetCuriosity:News: introducing something newCommand: be careful.Question: “if other banks are all about trust, why are their pens attached to chains?”-Midway bank.TAGLINES: Brand Anthems: sum up the manifesto brand demanding something SHOULD BE :short, specific, memorable.BODY COPY: Still exist!TONE OF VOICE: How the brand sound (a celebrity voice?? )COPYWRITTERS VS. ART DIRECTORS.i. Writers obsess over words:ii. Spelling and grammar don’t matter (in advertising that is true, is MORE ABOUT GETTING the thought across)iii. Good writers read. Or do they?iv. Writers often go home earlier than art directors.v. Art directors have an easier time working with distractions and hangovers.vi. Writers look more conservative.vii. Writers are more likely to end up in managementviii. Good writers don’t always make good copywriters and vice versaix. Writers tend to think more big picture and be more strategicx. Writers get more respect than copywriters.xi. Art directors who write are more self-sufficient.xii. Writer who can art direct make greatART DIRECTORS CAN FUCKUP THE layout and lose the message.Copywriters have to arrange the writing to fit overall looksLecture 14NON-TRADITIONAL ADVERTISINGTraditional media used in a non-traditional way could be non-traditional too.-TRADITIONAL:-creative brief: (where it all begins)-Who is the target audience:-Why are we advertising?-What does the audience currently think?-What do we want them to think?SMIP (Single most important things) = USP (unique selling proposition)Even for the sixteen chapel you had a brief:Client(king)  account planner (pope Julius)  creative (Michael Angelo)BE THE POPE (account planner)-Cracks in the ceiling-It’s uglu-This is a house of God-Should inspire patrons-Must be paintedone sentence what should Michael angelo should do:“PAINT THE TWO MOST REPRESENTATIVE BOOKS OF THE BIBLE, IN A WAY IT PERDURES IN HISTORY AS GLORY AND BEUATY”CREATIVE BRIEF: it is not the answer. It is only the starting point.Don’t say it.Prove it.BE THE BRAND. Proving it speaks a lot more louder…Sidenote: Demographics are not the whole story.18-34 year old white malesLive in AustinMostly married.PSYCHOGRAPICS IS A MINDSET:Homebodies? Adverturous? Nostalgic? Futurist? OptimistS? Thrill-seekers? Health nuts? Budget conscious? Disorganized?Political (democratic/republican)? Caregivers? New parents?Eg: think as if you were trying to hook someone on a date.Rap commercial : Brilliant targeting… Kick ass commercial for Toyota swagger wagon. this advertising was non-traditional because it went away from the usual and regular stuff.OOH : Find a use with creativity that deliver the right message.UNDERUSED OR UNEXPECTED MEDIA:Targed focused.Surprising( a billboard that is not only a flat piece of advertising)Cost EffectiveWord of mouth (Someone is going to stop and watch it)MORE REASONS TO BE NON-TRADITIONAL1. Reach the target where they are2. Relevant timing meets relevant message3. Effective site specific demo4. Truly interactive5. Blend context, content and contact.SEE IT AGAIN FOR THE FIRST TIME1. FIND A DIFFERENT WAY TO SEE television2. How about billboards?THE PROBLEM WITH NON-TRADITIONALIs difficult to track views? Impact?Complicated installationsSelling to a client  DIFFICUL because it is really difficult to measure