Slide 1Slide 2ObjectivesDelivering on the Big Idea: Integrating the Visual and the VerbalThe Art of Creating Print AdvertisingAdvertising Design and Production: The Creative and Approval ProcessSlide 7Principles of Design: Which design formats work best?Slide 9Slide 10Slide 11The Use of Visuals in Print AdvertisingPurpose of the VisualDetermining the Chief Focus for VisualsSlide 15Slide 16Slide 17Slide 18Copywriting and Formats for Print AdvertisingSlide 20Slide 21Slide 22Slide 23HeadlinesTypes of HeadlinesSlide 26SubheadsBody CopyOther Ad ElementsCopywriting for Electronic MediaSlide 31Formats for radio and TV CommercialsSlide 33Basic Mechanics of Storyboard DevelopmentWriting for the WebCreating Ads for International MarketsTranslating CopySlide 38© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter13Creative Execution: Art and CopyThe role of art and copy in print, radio and TV advertisingObjectivesDescribe the roles of artists in the advertising businessExplain advertising layoutsExplain the role of the copywriterOutline the creative approval processIdentify the art director’s roleDescribe the format elements of an adDebate the advantages and disadvantages of different types of TV commercialsDelivering on the Big Idea: Integrating the Visual and the VerbalNonverbalElementVisuals help position the productCreate brand personalityCreate the moodThe Art of Creating Print AdvertisingHow the art director and graphic artist choose and structure ad elementsDesignLayoutVisualsHeadlineSubheadsBody copySlogan, sealLogo, signatureAdvertising Design and Production: The Creative and Approval ProcessSmall, rapidly produced drawing for visualizationThumbnail sketchDrawn to actual size, art sketched in, body copy linesRough LayoutFacsimile of the finished adComprehensivePresents look and feel of brochuresDummyPasteup or camera-ready artMechanicalAdvertising Design and Production: The Creative and Approval ProcessPrinciples of Design: Which design formats work best?PicturewindowAlso called poster-style layout. A single, large visual occupies about two-thirds of the adMondrianGridA series of vertical and horizontal lines and shapes within a predetermined grid give geometric proportionPrinciples of Design: Which design formats work best?CircusFilled with multiple illustrations, oversized type, reverse blocks and other gimmicks to bring the ad aliveCopy is surrounded by the visual (or visual may be surrounded by copy)PictureframePrinciples of Design: Which design formats work best?Copy-heavyWhen you have a lot to say and visuals won’t say it.Similar to circus, brings multiple illustrations together and arranges them to make a single compositionMontagePrinciples of Design: Which design formats work best?ComboCreativity often involves combining two or more unrelated elements to make an ad more interestingThe Use of Visuals in Print AdvertisingThe people responsible for visuals in advertising:PhotographerArtistsPurpose of the VisualCapture attentionClarify copy claimsID the ad’s subjectShow the productQualify readersSupport copy claimsArouse interestEmphasize product featuresCreate a good impressionProvide campaign continuityDetermining the Chief Focus for VisualsStandard subjects for ad visuals includePackage containing the productProduct aloneDetermining the Chief Focus for VisualsStandard subjects for ad visuals includeProduct in useHow to use the productDetermining the Chief Focus for VisualsStandard subjects for ad visuals includeProduct featuresComparison of productsDetermining the Chief Focus for VisualsStandard subjects for ad visuals includeUser BenefitHumorDetermining the Chief Focus for VisualsStandard subjects for ad visuals includeTestimonialNegative appealCopywriting and Formats for Print AdvertisingKey format elements:VisualsHeadlinesSubheadsBody copySlogans, sealsLogos, signaturesCopywriting and Formats for Print AdvertisingAttentionHeadlineSubheadsVisualCopywriting and Formats for Print AdvertisingInterestSubheadsFirst copy paragraphCopywriting and Formats for Print AdvertisingCredibilityBody copyDesireCopywriting and Formats for Print AdvertisingActionLogoSloganSignature blockHeadlinesRole of headlinesAttract attentionEngage The audienceExplain The visualDirect AttentionPresent Selling messageIt’s a GirlBetcha Can’tEat Just OneOBEY YOURTHIRSTWhat makesOur TireCustomersSmarter and Richer than Others?Types of HeadlinesBenefit headlinesNews/information headlinesProvocative headlineQuestion headlineCommand headlineSpeak a ForeignLanguage in 30Days or Your Money Back!HeadlinesThe headline contains the words in the leading position in the advertisementRole of headlinesAttract attentionEngage the audienceExplain the visualDirect attention to body copyPresent the selling messageSubheadsSmaller headlineAppears in boldface or italic typeSupports the interest stepBody CopyStylesStraight sellInstitutionalNarrativeDialog/monologPicture captionDeviceOther Ad ElementsSlogansSealsLogosSignaturesCopywriting for Electronic MediaWriting radio copyLeft side•Speaker’s names•Descriptions•Sound effects•MusicRight side•AudioCopywriting for Electronic MediaWriting television copyLeft•VideoRight•AudioFormats for radio and TV CommercialsStraightAnnouncementIntegratedCommercialPresenterCommercialRadioPersonalityTestimonialFormats for radio and TV CommercialsDemonstrationMusicalSlice-of-LifeLifestyleAnimationBasic Mechanics of Storyboard DevelopmentVideo portion of a script is transformed into real imagesStoryboard helps to:Visualize the tone and sequence of actionDiscover conceptual weaknessesMake management presentationsWriting for the WebReid Goldsborough suggests:On the Web:Content is kingPeople scan ratherthan read a Web siteWeb users hate hype and pufferyCreating Ads for International MarketsThe most important consideration: languageCampaignTransferabilityDebate:Too expensive tocreate a unique campaignfor every nationSuccess requires creatinga unique campaign foreach marketorTranslating CopyClassic examples of poor translations in advertising:It takes a tough man to make a tender chickenIt takes a sexuallyexcited man to makea chick affectionate?Translating CopySome basic rules:The translator mustbe an effective copywriterThe translator mustunderstand the productTranslators should translate into their native tonguesThe advertiser should give the translator easily translatable