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2004 The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin
Chapter
13
Creative Execution:
Art and Copy
The role of art and
copy in print, radio
and TV advertising
Objectives
Describe the roles of
artists in the advertising
business
Explain advertising
layouts
Explain the role of the
copywriter Outline the creative
approval process
Identify the art directors
role Describe the format
elements of an ad
Debate the advantages
and disadvantages of
different types of TV
commercials
Delivering on the Big Idea: Integrating
the Visual and the Verbal
Nonverbal
Element
Visuals help position the product
Create brand personality
Create the mood
The Art of Creating Print Advertising
How the art director
and graphic artist
choose and structure
ad elements
Design Layout
Visuals
Headline
Subheads
Body copy
Slogan, seal
Logo, signature
Advertising Design and Production: The
Creative and Approval Process
Small, rapidly
produced
drawing for
visualization
Thumbnail sketch
Drawn to
actual size,
art sketched
in, body copy
lines
Rough Layout
Facsimile of
the finished
ad
Comprehensive
Presents
look and
feel of
brochures
Dummy
Pasteup or
camera-
ready art
Mechanical
Advertising Design and Production: The
Creative and Approval Process
Principles of Design: Which design
formats work best?
Picture
window
Also called
poster-style
layout. A
single, large
visual
occupies
about two-
thirds of the ad
Mondrian
Grid
A series of
vertical and
horizontal lines
and shapes
within a
predetermined
grid give
geometric
proportion
Principles of Design: Which design
formats work best?
Circus
Filled with multiple
illustrations,
oversized type,
reverse blocks and
other gimmicks to
bring the ad alive
Copy is
surrounded by
the visual (or
visual may be
surrounded by
copy)
Picture
frame
Principles of Design: Which design
formats work best?
Copy-heavy
When you have
a lot to say and
visuals wont
say it.
Similar to
circus, brings
multiple
illustrations
together and
arranges them
to make a single
composition
Montage
Principles of Design: Which design
formats work best?
Combo
Creativity
often involves
combining two
or more
unrelated
elements to
make an ad
more
interesting
The Use of Visuals in Print Advertising



The people responsible for visuals in advertising:


Photographer
Artists
Purpose of the Visual
Capture
attention
Clarify copy
claims
ID the ads
subject
Show the
product
Qualify
readers
Support
copy claims
Arouse
interest
Emphasize
product
features
Create a
good
impression
Provide
campaign
continuity
Determining the Chief Focus for Visuals



Standard subjects for ad visuals include
Package containing
the product
Product alone
Determining the Chief Focus for Visuals



Standard subjects for ad visuals include
Product in use
How to use the
product
Determining the Chief Focus for Visuals



Standard subjects for ad visuals include
Product features
Comparison of
products
Determining the Chief Focus for Visuals



Standard subjects for ad visuals include
User Benefit
Humor
Determining the Chief Focus for Visuals



Standard subjects for ad visuals include
Testimonial
Negative appeal
Copywriting and Formats for Print
Advertising



Key format elements:
Visuals
Headlines
Subheads
Body copy
Slogans, seals
Logos, signatures
Copywriting and Formats for Print
Advertising
Attention
Headline
Subheads
Visual
Copywriting and Formats for Print
Advertising
Interest
Subheads
First copy paragraph
Copywriting and Formats for Print
Advertising
Credibility
Body copy
Desire
Copywriting and Formats for Print
Advertising
Action
Logo
Slogan
Signature block
Headlines



Role of headlines
Attract
attention
Engage
The audience
Explain
The visual
Direct
Attention
Present
Selling message

Its a Girl


Betcha Cant
Eat Just One



OBEY YOUR
THIRST

What makes
Our Tire
Customers
Smarter and Richer
than Others?
Types of Headlines



Benefit headlines
News/information headlines
Provocative headline
Question headline
Command headline
Speak a Foreign
Language in 30
Days or Your
Money Back!
Headlines



The headline contains the words in the
leading position in the advertisement
Role of headlines

Attract attention
Engage the audience
Explain the visual
Direct attention to
body copy
Present the selling
message
Subheads



Smaller headline
Appears in boldface or italic type
Supports the interest step
Body Copy



Styles
Straight sell
Institutional
Narrative
Dialog/monolog
Picture caption
Device
Other Ad Elements
Slogans
Seals
Logos
Signatures
Copywriting for Electronic Media
Writing radio copy
Left side

Speakers names
Descriptions
Sound effects
Music
Right side

Audio
Copywriting for Electronic Media
Writing television copy
Left

Video
Right

Audio
Formats for radio and TV Commercials
Straight
Announcement
Integrated
Commercial
Presenter
Commercial
Radio
Personality
Testimonial
Formats for radio and TV Commercials
Demonstration
Musical
Slice-of-
Life
Lifestyle
Animation
Basic Mechanics of Storyboard
Development
Video portion of a
script is transformed
into real images
Storyboard helps to:
Visualize the tone and sequence of
action
Discover conceptual weaknesses
Make management presentations
Writing for the Web
Reid Goldsborough suggests:
On the Web:
Content is
king
People scan
rather
than read a
Web site
Web users
hate
hype and
puffery
Creating Ads for International Markets
The most important consideration: language
Campaign
Transferability
Debate:
Too expensive to
create a unique campaign
for every nation
Success requires creating
a unique campaign for
each market
or
Translating Copy
Classic examples of poor translations in advertising:
It takes a tough
man to make
a tender chicken
It takes a sexually
excited man to make
a chick affectionate
?
Translating Copy
Some basic rules:
The translator must
be an effective copywriter
The translator must
understand the product
Translators should translate into
their native tongues
The advertiser should give the
translator easily translatable copy