Test 2 Material (PG41- PG78)50 questionsCopy CatsCopywriting (Career builder commercial “if you hate going to work”)- Copyo Words in advertisement (Google chrome commercial “dad writing email to daughter) Dialogue Voiceover Headline - Most important element in print ad) Tagline Logoo Headline Direct headline- Has to contain both:o Product nameo Product benefit or attribute- Effective to someone who sees ad but doesn’t read it, they will still take away those two things- Ex: exanger dog food- “as natural as it gets”- Very effective for product that doesn’t need a lot of expectations o Ex: tires buy one, get one freeo Ex: Macys 50% of women shoes- Problem: Lower chances of reading then indirect Indirect- More likely to attract a reader- Provokes curiosity - Puns- Word play- Designed to create interest to the rest of the ad- Ex: Canadian club liquor “your mom wasn’t your dads first ad”- Ex: G-force beats wrinkle cream Headline tasks- Attracts attention- Help segment readerso Ex: Macy’s women’s sale; men wont be interested- Lead reader into copyo Tagline Slogan (Ex: McDonalds “I’m loving it) Tasks- Present in all ads of campaign- Single unifying element- Signature for entire campaign- Summarize brand positiono What brand stands for Effective taglines- Shorto Exceptions: Nyquil (still effective because covers all symptoms)- Easy to remember- Trigger thoughts about brando Ex: Volvo Known as very safe vehicles Durability and longevity Volvo slogan: “for life”o Ex: Gillette Slogan: the best a man can get- Best quality- Confidenceo Ex: EASports Slogan: in the gameo Logo Visual design representing company or product Helps trigger thoughts about product Stimulates recognition o Components of body copy Not always formal paragraphs 4 basic (lead, interior, final) Lead paragraph- Tied to headline- Transition to body copy Interior paragraphs- Details of the ad Final paragraph- Call to actiono What you want reader to do in response to ado Ex: don’t have to dip dogs to repel fleas and ticks ado Call of action: call vet- Behavioro Writing good copy Ads use guidelines to decrease likeliness to get it wrong, but they don’t always get same result Benefit the reader- Adopt consumer point of view- Pain in the ass to wash dogs (tick commercial) Single purpose Write to one person- Psychographic profiles Involve the reader- By provoking curiosity - Lack of credibility and believabilityo Ad has to combat that by bringing outside sourceso Especially important when dealing with facts Writing style- The way you text friends is not the way you write papers- Relationship buildingo Relate and speak a relatable tone- Personal- Conversational toneo Slang, to relateLay(out)ing it on the linePrint production- Layouto The orderly arrangement of all the copy and artworko Headlines and illustrations are most likely elements of a print as to stop reader—grab attentiono Visual vs. verbal Shift from heavy reliance n copy- Shift from verbal to visual Design to inform, persuade and remind people of product Both elements (visual and copy) must work together Visual Broad image Copy main point Ex: old fit tan lady - Shows face wrinkled and good body (visual )- Copy 80% of wrinkles come from tanning- If you didn’t have both copy and image then message wouldn’t be communicated as strong Ex: Skeletal x-ray- Visual: something medical- Copy: maybe completion didn’t read your mind, they read your email- Overall: firewall protectiono Illustrations Attract attention for headline- Tanning ad body brought you in Convey broad idea Generate feelings and emotion Tell a storyo Illustration Contents Product alone- Least common because it is pretty boring- Ex: Tiffany & Co is exception because Blue box is selling point- Ex: Diet Pepsi “0 calories, 0 carbs” wrapper fits big because makes you loose weight Product in use- Ex: Stouffers lasagna product in use Creation of image and mood- Ex: Fuck these are amazing spy eyeglasses- Gives thrill of what it would feel like to put them on (guy wearing is happy)- Ex: Root Water- Gives relaxing feel Charts, tables, graphs- Much more digestible- More absorbable Dramatization of product features- Ex: mini coop ad fake palm trees getting blown away;give appearance of speed- Ex: Eclipse gum gum so powerful squishes garlic- Ex: mount Sinai baseball with less strips; Minimal invasive sports surgeryo Represents less stitcheso Design Balance- Equality of an ads elements horizontally and vertically- Visually appealing ads- Addida’s ad girl laying o Everything is balanced - Ex: Shape flat adso Shorts match writingo Bra matches back Focal point- The single element that draws reader into ad- Ex: blue cross blue shieldo Girl with triangle on her face attention goes there first- Only one focal point per ado The way you read through on ad, differs what you take from the ado Want to guide reader through entire ado Multiple focus points is sign of bad ado Copy Headlineo Visual Illustration Photo Eye movement- The manner in which the eyes read the ad- Upper left to lower right (reason why some logos are onlower right )o Z Layouto Focal point on ad top left; tagline on lower right because that’s how we read o Ex: Paper mate pen ad. Has Z layouto Some companies don’t like using because its lazy for readero Gaze motion A way to get reader more involved Created by a layout that purposely breaksthe natural eye movement - Eyes- Limbs- Structure Ex: Cadillac ad loo Ex: alpine stereo so loud blows palm trees toward logo Ex: Starbucks follow escalator straight down to Starbucks cupo Model looking at writing; makes reader want to look too (what is she looking at?)o Model looking at us on the ad trying to establish a relationship Unity- The extent to which call elements tie together- Continuity in a campaign- Ex: if size of heading is to small in proportion to copy then doesn’t work- Unity applies to all ads in campaign - Ex: Krafts milk bar it is milk and granola but looks like granolao 4 diff commercialo granola talking to parents (bowl)o granola taking to girlo ado ado Still same ad but diff humorTypes of layouts- Picture window (standard)o Combination of body copy and visualo Ex: Columbia boots Focal point shoe
View Full Document
Unlocking...