chapter 11 creative execution: art and copy

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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy

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Chapter 11 Creative Execution: Art and Copy. Chapter Overview. The role of art and copy in print, radio, and TV advertising. Chapter Objectives. Describe the roles of artists in the ad business. Explain the role of the copywriter. Explain ad layouts and the steps to create them. - PowerPoint PPT Presentation

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Page 1: Chapter 11 Creative Execution:  Art and Copy

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 11

Creative Execution:

Art and Copy

Page 2: Chapter 11 Creative Execution:  Art and Copy

11-2

Chapter Overview

The role of art and copy in print, radio, and TV advertising

Page 3: Chapter 11 Creative Execution:  Art and Copy

11-3

Chapter Objectives

Describe the roles of artists in the ad

business

Explain the role of the copywriter

Debate the pros and cons of different types of TV

commercials

Explain ad layouts and the steps to create

them

Outline the creative approval process

Identify the art director’s role in radio commercials

Page 4: Chapter 11 Creative Execution:  Art and Copy

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Positions the product

Delivering on the Big Idea

What is shown is just as important as what is said… sometimes more

Creates brand personality

Sets the mood

Flavors the message (copy)

Page 5: Chapter 11 Creative Execution:  Art and Copy

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The Art of Creating Print Ads

DesignHow the art director and graphic artist

choose and structure the artistic elements of the ad

LayoutHow chosen ad format elements are arranged

Visuals, headline,subheads, body copy, slogan,

seal, logo, signature

Page 6: Chapter 11 Creative Execution:  Art and Copy

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Art Design and Production

Small, rapidly produced drawing for visualization

Thumbnail

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

Text and visuals in exact position, ready for camera

Mechanical

Page 7: Chapter 11 Creative Execution:  Art and Copy

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Creative and Approval Process

Page 8: Chapter 11 Creative Execution:  Art and Copy

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Principles of Design

Balance Proportion SequenceUnity Emphasis

Strong design . . .

commands attention

holds that attention

tells as much as possible

facilitates understanding

Page 9: Chapter 11 Creative Execution:  Art and Copy

11-9

Commonly Used Software

CorelDRAW, Macromedia Freehand, Adobe

Illustrator

Painting / Drawing

Adobe Photoshop, Corel Paint Shop Pro

Image Manipulation

Macromedia FLASHWeb Design

Page Layout QuarkXPress, FrameMaker, InDesign

Microsoft Word, Corel WordPerfect

Word Processing

Page 10: Chapter 11 Creative Execution:  Art and Copy

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Which Layout Works Best?

Also called poster-style. A single, large

visual occupies about two-

thirds of the ad

Picture Window

Vertical and horizontal lines and shapes in

a grid give geometric proportion

Mondrian Grid

Page 11: Chapter 11 Creative Execution:  Art and Copy

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Which Layout Works Best?

Filled with multiple

illustrations, oversized type, reverse blocks,

etc. to bring the ad alive

Circus

Copy surrounded by the visual, or

visual surrounded by

copy

Picture Frame

Page 12: Chapter 11 Creative Execution:  Art and Copy

11-12

Which Layout Works Best?

When you have a lot to

say and visuals won’t

say it

Copy-Heavy

Similar to circus. Uses

multiple illustrations to make a single composition Montage

Page 13: Chapter 11 Creative Execution:  Art and Copy

11-13

Which Layout Works Best?

Combining two or more

elements to make an ad

more interesting

Combo

Page 14: Chapter 11 Creative Execution:  Art and Copy

11-14

Basic Design Rules

Balance

Proportion

Sequence

Unity

Emphasis

Page 15: Chapter 11 Creative Execution:  Art and Copy

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Use of Visuals

Purposes

Capture attention

Identify subject

Qualify readers

Arouse interest in headline

Create favorable impression

Clarify copy

Show product in use

Support truth of copy

Emphasize features

Provide campaign continuity

Page 16: Chapter 11 Creative Execution:  Art and Copy

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Use of Visuals: Poster Format

Higher Readership and Recall Scores

Page 17: Chapter 11 Creative Execution:  Art and Copy

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Use of Visuals

Chief FocusPossibilities

Package

Product in use

Product features

User benefit

Testimonial

Product alone

How to use product

Comparison of products

Humor

Negative appeal

Page 18: Chapter 11 Creative Execution:  Art and Copy

11-18

Use of Visuals

Ads with humor are more likely to be remembered

Page 19: Chapter 11 Creative Execution:  Art and Copy

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Use of Visuals

Selecting theVisual

Is a visual needed for communication?

Black-and-white or color?

Subject’s relevance to creative strategy?

Illustrator or photographer?

Technical or budgetary issues?

Page 20: Chapter 11 Creative Execution:  Art and Copy

11-20

Print Ad Copy and Format

Page 21: Chapter 11 Creative Execution:  Art and Copy

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Headlines & Subheads

Type Purpose

Benefit

Provocative

News/Information

Question

Command

Attract attention

Explain visual

Engage audience

Lead into ad body

Present message

Page 22: Chapter 11 Creative Execution:  Art and Copy

11-22

Headlines & Subheads

Subheads

Above or below head

Different color or style

Support “interest” step

Page 23: Chapter 11 Creative Execution:  Art and Copy

11-23

Headlines & Subheads

A great headline can do a lot of heavy lifting in a print ad

Page 24: Chapter 11 Creative Execution:  Art and Copy

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Body Copy

FormatsStyles

Lead-in paragraph

Trial close

Interior paragraphs

Close (“action” step)

Straight-Sell

Narrative

Institutional

Dialogue/Monologue

Picture Caption

Device

Page 25: Chapter 11 Creative Execution:  Art and Copy

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Slogans, Themelines, Taglines

Provides continuity to a series of ads

Reduces an advertising message strategy to a brief, repeatable,

memorable positioning statement

1

2

“Breakfast of Champions”

“Reach out and touch someone”

“Diamonds are forever”

Page 26: Chapter 11 Creative Execution:  Art and Copy

11-26

Seals, Logos, Signatures

SealAwarded when a product

meets established standards

Logos and signature cuts

Special designs of the advertiser’s company or

product name

Page 27: Chapter 11 Creative Execution:  Art and Copy

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Writing Radio Copy

Time GuidelinesSeconds Words

10 20-25

20 40-45

30 60-70

60 130-150

Page 28: Chapter 11 Creative Execution:  Art and Copy

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Writing Television Copy

ScriptSame format as radio, but left

side is Video, right side is Audio

Video ColumnDescribes the visuals and

production

Audio ColumnLists the spoken copy, sound

effects, and music

Page 29: Chapter 11 Creative Execution:  Art and Copy

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Ad Formats

Execution Spectrum,

developed by Hank Seiden

Page 30: Chapter 11 Creative Execution:  Art and Copy

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Ad Formats

Straight AnnouncementStraight Announcement

PresenterPresenter

TestimonialTestimonial

DemonstrationDemonstration

MusicalMusical

Slice of LifeSlice of Life

LifestyleLifestyle

AnimationAnimation

Page 31: Chapter 11 Creative Execution:  Art and Copy

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Storyboards

After creatives finalize a TV spot’s concepts . . .

artists develop storyboard roughs . . .

including camera angles and the script . . .

to provide a visual guideline for production.

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Writing for the Web

Audience: Burson-Marsteller’s e-fluentials

Verify ad claims by visiting

company website

11 million heavy Internet users

Share opinions with many others

Reid-Goldsborough’s writing suggestions

Web users hate hype and puffery

Content, not image, is king on

the Web

Site visitors scan rather than read

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Ads for International Markets

Campaign Transferability Debate

Too expensive to createa unique campaignfor every nation

Success requires creatinga unique campaign

for each marketor

Translator must be aneffective copywriter

Translator mustunderstand the product

Translate from learned language into native

language

Advertisers should provideeasy-to-translate copy

Translating Copy

Page 34: Chapter 11 Creative Execution:  Art and Copy

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Ads for International Markets

Use of color Icon or visual image

Phrases or slogans Legal restrictions

Other Considerations