Chapter NineCreative Execution: Art and Copy

Arens|Schaefer|Weigold

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9-2

Learning Objectives

• Describe the factors involved in creating print ads

• Explain the types of copy and how great copy is created in print ads

• Outline how great copy is created in electronic ads

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Learning Objectives

• Discuss the role of art in electronic ads

• Review the unique requirements in writing for the Web

• Differentiate the important print and broadcast production methods

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Poster-Style Format

• Employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement’s total area

• Known as picture-window layout and Ayer No.1

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Principles of Design

Must be in balance

Space within the ad must be broken up into pleasing proportions

Must have a directional pattern providing a sequence to read

Must hold the ad together and give it unity

One element of the ad must have emphasis to dominate all others

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Visuals in Print Advertising

• All of the picture elements that are placed into an advertisement– Capture the reader’s attention and

identify the brand– Clarify claims made by the copy– Qualify readers– Emphasize the product’s unique features– Create a favorable impression of the

product or advertiser– Provide continuity for the campaign

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Headlines

• Words in the leading position of an ad

• Types– Benefit and news/information headline– Provocative and question headline– Command headline

• Subhead – Secondary headlines– Kickers: Appear above the headline– Underlines - Appear below the headline

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Body Copy

• Text of an ad that tells the complete story and attempts to close the sale

• Styles– Straight-sell copy– Institutional copy– Narrative copy – Dialogue/ monologue copy– Picture-caption copy – Device copy

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Slogans

• Standard company statements for advertisements, salespeople, and company employees – Called taglines or themelines

• Originate from successful headlines• Provide continuity for a campaign• Reduce a key theme or idea to a

brief memorable positioning statement

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Seals, Logotypes, and Signatures

• Certification mark offered by certain institutions when a product meets standards established by them

Seal

• Special design of the advertiser’s name that appears in all advertisements

Logotypes

• Product or company’s primary graphic identity

Signatures

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Creating Copy in Electronic Media

• Script: Format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals

• Sound effects (SFX): Sounds other than music or dialogue used in radio and television

• Audio: Sound portion of a commercial and the right column of a script

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Writing Radio Copy

• Advertising message must be catchy, interesting, and unforgettable

• Radio copy must be intrusive to attract and to hold attention

• Script must fit the time slot• Writing should be clearer than any

other kind of copywriting

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Writing Television Copy

• Script - Left side is titled video and the right side audio

• Video column - Visuals and production

• Audio column - Spoken copy, sound effects, and music

• Ads must be believable and relevant

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Formats for Radio andTV Commercials

Straight announceme

nt

Integrated commercial

Presenter commercial

Testimonial Demonstration

Musical commercials

or jingles

Slice of life Lifestyle technique Animation

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Writing for the Web

• Company web sites – Effectively designed Web sites help visitors

find information quickly and efficiently

• Banner ads– Bring Internet users to a Web site other

than the one they intended to visit

• Viral ads – Rely on Internet users to spread messages

to others, so must be highly entertaining