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FSU ADV 3008 - Lecture notes

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1Copy CatsCopywriting❖ Copy➢ Words in the advertisement.■ Dialogue,■ Voiceover,■ Headline,■ Tagline,■ Words in logo,■ Body copy.* A lot of times in advertising, the written word can carry the message, if it is done effectively.➢ Headline — Element that is most likely to grab your attention■ Most important copy component of a print ad.■ Direct Headline● Has to have:◆ Product name,◆ Product benefit or attribute.➢ Read takes away these two main points.➢ You don’t have to read the entire ad. Designed to sell the key points.➢ Drawback is that it does not give the reader a reason to keep reading.Ex: Lego “The toy you don’t get tired on December 26th.”■ Indirect● Provokes Curiosity,● Puns,● Word play,● Creates interest in rest of the ad,● Higher readership.* More people read an entire indirect ad rather than a direct one.2Ex: Porsche “Passion never takes a snow day.”Tobasco “A few good drops.”■ Headline Tasks● Attract attention.● Segment readers.● Lead readers into copy.➢ Tagline■ Slogan● Should be the same in every ad in a campaign.Ex: McDonalds “I’m Lovin’ It.”Nike “Just Do It.”■ Tasks● Gain attention, not for an individual ad, but for the entire campaign.● Provide a consistent link in the campaign.● Summarize brand position◆ “What does the brand represent?”■ Effective Taglines● Short.◆ No specific length, “exceptions for every rule.”● Easy to remember.● Trigger thoughts about the brand.Ex: Mercedes “Awe. Inspiring.” CClass Coupe ad. “The best or nothing.”Gillette “Clay Mathews” commercial“The best a man can get.”NCAA Football 2006 “FSU” ad“Hello Heisman”➢ Logo■ A special visual design representing the company or product.■ Serves as a clue to recall.■ Stimulates recognition of the product and/or company.3➢ Components of Body Copy — “The details of the ad.”■ Not always formal paragraphs.● Lead paragraph◆ Tied to headline.◆ Transition to body copy.● Interior paragraphs◆ Details of the ad.Ex: You can dip your dogs for fleas and ticks. Or you can use a squirt of New Defend.● Final paragraph◆ Call to action.◆ Behavior.➢ Writing Good Copy — There is no way to guarantee a good advertisement.■ Show a benefit to the reader● Often times it is a solution to a problem.● Take the consumer’s point of view.● Single purpose.◆ “People do not want to be bombarded with information.■ Write to one person● Psychographic profiles.■ Involve the reader● Present the unexpected.■ Create credibility and believability● Especially important when dealing with facts.■ Writing style — Write based on what you’re trying to accomplish● Relationship building.● Conversational tone.● Personal.↑ 1st Piece of Creating A Message ↑4Layouting It on the LinePrint Production❖ Layout■ The orderly arrangement of all copy and artwork.● Almost like a “puzzle.” Each little piece together combines into a powerful form of communication.■ Headlines and illustrations are the most likely element of a print ad to stop the reader—grab their attention.➢ Visual vs. Verbal■ Historically, advertising relied on the copy (words) in the ad.■ Now there has been a shift from heavy reliance on copy (words),■ To a greater emphasis on visuals.● Visual = Broad image● Copy = Main point◆ Both elements must work together.➢ Illustration Tasks■ Attention for the headline.■ Convey broad ideas.■ Generate feelings and emotions.■ Tell a story.➢ Illustration Contents■ Product alone.● Not the most common. Although it can be effective.Ex: Tiffany + Co. “Blue Box + Jewelry.”■ Product in use.● Show a benefit or a feature in use.Ex: Stouffer’s Lasagna.■ Creation of image and mood development.Ex: Spy “F#$+K, these are amazing.”Root Water “Enjoy What Matters.”■ Charts, tables, graphs.Ex: Dundas Dashboard5■ Dramatization of product features.Ex: Eclipse “Onion + Anvil, when we find bad breath, we kill it.”Mount Sinai “Minimally invasive sports surgery.”❖ Design➢ Balance■ Equality of an ad’s elements horizontally and vertically.● “You are trying to create an aesthetically appealing design.”➢ Focal Point■ “Something to focus on.”■ The single element that draws the reader into the ad.■ Only one focal point per ad.● Copy◆ Headline.● Visual◆ Illustration.◆ Photo.➢ Eye Movement — “The eyes natural movement when reading an ad.”■ The manner in which the eyes read an ad.■ Upper left to lower right● Gaze Motion◆ Created by a layout that purposely breaks the natural eye movement.6➢ Eyes,■ Stouffer's Dinner Club “Make every dinner rewarding.”➢ Limbs,➢ Structures.➢ Unity■ The extent to which all elements of an ad tie together.■ Not something that happens in a single ad,■ There must be continuity in a campaign.Ex: Bose Noise Canceling Headphones CampaignExpedia Luggage Tag Phrase Campaign❖ Types of Layout➢ Picture Window (Standard)■ Effective when you want to combine a visual with extensive body copy information.■ Characteristics:● Illustration● Headline● Body Copy◆ Extensive copy,◆ Large illustration.Ex: Columbia Heated Boot “Fits Like A Glove.”VisualHeadlineBody Copy7➢ Poster■ Dominated by a bold visual.■ Create mood, image, feeling.■ Very limited copy (words).Ex: Yamaha Sea Power “Glove” ad.Chanel Model with no copy ad.➢ Copy Heavy■ Characterized by an ad with:● Extensive copy,● Little or no visual support,● Serious and involving topics.■ More common with highinvolvement products, but not always.Ex: Fanta Typography advertisement. 8Lights! Camera! Action!Broadcast Production❖ Script➢ Written document that;■ 1) Specifies the audio and video instructions.● “What is going to be heard + what is going to be seen.”■ 2) Allows for discussion of proposed commercial.● Many departments are involved.■ 3) Internal use● Will be revised multiple times.❖ Storyboard■ Developed from script.■ Blueprint for production of the commercial.➢ Components■ Pictures showing main scenes.■ Video—written description of what camera sees in each scene.■ Audio—written description of what is heard in that particular part of the commercial.➢ Presentation■ Helps agency sell its creative ideas● “Up until this point there has been no production


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