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

13Creative Execution: Art and CopyThe role of art and copy in print, radio and TV advertising

ObjectivesDescribe the roles of artists in the advertising businessExplain advertising layoutsExplain the role of the copywriterOutline the creative approval processIdentify the art directors roleDescribe the format elements of an adDebate the advantages and disadvantages of different types of TV commercials

Delivering on the Big Idea: Integrating the Visual and the VerbalNonverbalElementVisuals help position the productCreate brand personalityCreate the mood

The Art of Creating Print AdvertisingHow the art director and graphic artist choose and structure ad elementsDesignLayoutVisualsHeadlineSubheadsBody copySlogan, sealLogo, signature

Advertising 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 artMechanical

Advertising Design and Production: The Creative and Approval Process

Principles of Design: Which design formats work best?

Principles of Design: Which design formats work best?

Principles of Design: Which design formats work best?

Principles of Design: Which design formats work best?

The Use of Visuals in Print Advertising

The people responsible for visuals in advertising:

Purpose of the VisualCapture attentionClarify copy claimsID the ads subjectShow the productQualify readersSupport copy claimsArouse interestEmphasize product featuresCreate a good impressionProvide campaign continuity

Determining the Chief Focus for Visuals

Standard subjects for ad visuals includePackage containing the productProduct alone

Determining the Chief Focus for Visuals

Standard subjects for ad visuals includeProduct in useHow to use the product

Determining the Chief Focus for Visuals

Standard subjects for ad visuals includeProduct featuresComparison of products

Determining the Chief Focus for Visuals

Standard subjects for ad visuals includeUser BenefitHumor

Determining the Chief Focus for Visuals

Standard subjects for ad visuals includeTestimonialNegative appeal

Copywriting and Formats for Print Advertising

Key format elements:VisualsHeadlinesSubheadsBody copySlogans, sealsLogos, signatures

Copywriting and Formats for Print AdvertisingAttentionHeadlineSubheadsVisual

Copywriting and Formats for Print AdvertisingInterestSubheadsFirst copy paragraph

Copywriting and Formats for Print AdvertisingCredibilityBody copyDesire

Copywriting and Formats for Print AdvertisingActionLogoSloganSignature block

Headlines

Role of headlinesAttract attentionEngage The audienceExplain The visualDirect AttentionPresent Selling message

Types of Headlines

Its a Girl

Betcha CantEat Just One

OBEY YOUR THIRST

What makesOur TireCustomersSmarter and Richer than Others?Benefit headlinesNews/information headlinesProvocative headlineQuestion headlineCommand headlineSpeak a ForeignLanguage in 30Days or Your Money Back!

Headlines

The headline contains the words in the leading position in the advertisementRole of headlines

Attract attentionEngage the audienceExplain the visualDirect attention to body copyPresent the selling message

Subheads

Smaller headlineAppears in boldface or italic typeSupports the interest step

Body Copy

StylesStraight sellInstitutionalNarrativeDialog/monologPicture captionDevice

Other Ad ElementsSlogansSealsLogosSignatures

Copywriting for Electronic MediaWriting radio copyLeft side

Speakers namesDescriptionsSound effectsMusicRight side

Audio

Copywriting for Electronic MediaWriting television copyLeft

VideoRight

Audio

Formats for radio and TV CommercialsStraightAnnouncementIntegratedCommercialPresenterCommercialRadioPersonalityTestimonial

Formats for radio and TV CommercialsDemonstrationMusicalSlice-of-LifeLifestyleAnimation

Basic 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 presentations

Writing for the WebReid Goldsborough suggests:On the Web:Content is kingPeople scan ratherthan read a Web siteWeb users hate hype and puffery

Creating Ads for International MarketsThe most important consideration: languageCampaignTransferabilityDebate:Too expensive tocreate a unique campaignfor every nationSuccess requires creatinga unique campaign foreach marketor

Translating CopyClassic 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 CopySome 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 copy

The nonverbal aspect of an ad carries much of the communication burden Visuals help to position the product and create brand personalityThey create the mood of the ad, how the ad feels

Design refers to how the art director and graphic artist choose and structure the artistic elements of an adA designer sets a style by choosing artistic elements and blending them in a unique way

The design process is both a creative and an approval processDesigners use nonfinal art to establish the ads look and feelIn the prepress (production art) phase the artist prepares a mechanicalThe approval process takes place at each step along the way

ApprovalThe work of copywriters and art directors is always reviewedReviewers come from both the client and the agencyBiggest challenge: keeping approvers from corrupting the style of the ad

Good design Commands attention and holds itCommunicates as much information as possible in the shortest amount of timeMakes the message easier to understand

Good design Commands attention and holds itCommunicates as much information as possible in the shortest amount of timeMakes the message easier to understand

Good design Commands attention and holds itCommunicates as much information as possible in the shortest amount of timeMakes the message easier to understand

Good design Commands attention and holds itCommunicates as much information as possible in the shortest amount of timeMakes the message easier to understand

Illustrators The artists who paint, sketch, and draw PhotographersThe package containing the product--The product alone--The product in use--How to use the product--Product features--Comparison of products--User benefitHumor--Testimonial --Negative appeal--The package containing the product--The product alone--The product in use--How to use the product--Product features--Comparison of products--User benefitHumor--Testimonial --Negative appeal--The package containing the product--The product alone--The product in use--How to use the product--Product features--Comparison of products--User benefitHumor--Testimonial --Negative appeal--The package containing the product--The product alone--The product in use--How to use the product--Product features--Comparison of products--User benefitHumor--Testimonial --Negative appeal--The package containing the product--The product alone--The product in use--How to use the product--Product features--Comparison of products--User benefitHumor--Testimonial --Negative appeal--visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures

Copywriting and the creative pyramid--Visual, headline, and subhead are correlated to the attention step--Subhead and first paragraph of copy to the interest stepBody copy handles credibility and desire--Action step takes place with the logo, slogan, and signature block--Copywriting and the creative pyramid--Visual, headline, and subhead are correlated to the attention step--Subhead and first paragraph of copy to the interest stepBody copy handles credibility and desire--Action step takes place with the logo, slogan, and signature block--Copywriting and the creative pyramid--Visual, headline, and subhead are correlated to the attention step--Subhead and first paragraph of copy to the interest stepBody copy handles credibility and desire--Action step takes place with the logo, slogan, and signature block--Copywriting and the creative pyramid--Visual, headline, and subhead are correlated to the attention step--Subhead and first paragraph of copy to the interest stepBody copy handles credibility and desire--Action step takes place with the logo, slogan, and signature block--Attract attention--Engage the audience--Explain the visual--Direct attention to the body copy--Present the selling message

An additional smaller headline that may appear above the headline (a kicker or overline) or below it--Usually set smaller than the headline, larger than body copyGenerally appear in boldface or italic type--Important for two reasons--Most people only read the headline and subheads--Subheads usually support the interest step best---The text or body copy tells the complete sales story--Typically read by only 1 out of 10 readers--Body copy styles--Straight-sell copy--Institutional copy--Narrative copyDialog/monolog copy--Picture-caption copy--Device copy--A script resembles a two-column list--Left side includes speakers names, descriptions, sound effects and music--Right side contains the audio (dialog)

TV also uses scriptsLeft side: videoRight side: audioAds must also follow the creative pyramid

Straight announcement--Integrated commercial--On camera or as a voiceoverPresenter--Presenter commercial--Radio personalityTestimonial--DemonstrationStraight announcement--Integrated commercial--On camera or as a voiceoverPresenter--Presenter commercial--Radio personalityTestimonial--DemonstrationStoryboard design--The video portion of the commercial script is transformed into real images with a storyboardThe process is similar to laying out a print ad--The storyboard helps to:--Visualize the commercials tone and sequence of action--Discover conceptual weaknessesMake presentations to management--Storyboards are only approximations of the final commercial--Animatics: The video comp

The Internet is a new medium, and advertising people are still learning how to use itBurson_Marstellar suggests that E-fluentials, the 11 million heavy Internet users, affect the buying decisions of 155 million consumersImage is everything in traditional advertisingBut on the Web, content is kingPeople dont really read a Web site, they scan itWeb users are sophisticated and hate hype and puffery

The debate over campaign transferability:It is too expensive to create a unique campaign for each nation, versusThe only way to ensure success is to create a special campaign for each market

It takes a tough man to make a tender chicken becameIt takes a sexually excited man to make a chick affectionateSome bask rules:The translator must be an effective copywriterThe translator must understand the productTranslators should translate into their native tonguesThe advertiser should give the translator easily translatable copy

It takes a tough man to make a tender chicken becameIt takes a sexually excited man to make a chick affectionateSome bask rules:The translator must be an effective copywriterThe translator must understand the productTranslators should translate into their native tonguesThe advertiser should give the translator easily translatable copy