chapter nine creative strategy and the creative process mcgraw-hill/irwin essentials of contemporary...
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TRANSCRIPT
chapter nine
Creative Strategy and the
Creative Process
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
9-2
Objectives_1
Describe the roles of the various types of artists in the advertising business
Explain the use of advertising layouts and the steps in creating them
Outline the creative approval process Explain the purpose and selection of
visuals in print advertising
9-3
Objectives_2
Describe the format elements of an ad and discuss how they relate to the objectives of advertising copywriting
Identify the art director’s role in radio and television commercials
Debate the advantages and disadvantages of the different television commercial formats
Discuss the unique requirements in writing for the Web
9-4
Creating Print Advertising
Design
Use of Layouts
The layout is the preliminary version of the ad that shows where all the key formatting
elements are placed. This ad for the new Beetle looks like the
tummy of an expectant mother.
9-5
Types of Advertising Artists
Art Directors
Graphic Designers
Illustrators
Photographers
Production Artists
9-6
Stages in the Approval Process
Thumbnail sketches
Rough layout Dummy Comprehensive Mechanical
(Pasteup) Approval
9-7
Layout Styles_1
Poster-style Mondrian grid
9-8
Layout Styles_2
Circus Picture frame
9-9
Layout Styles_3
Copy-heavy Montage
9-10
Layout Styles_4
Combo
9-11
Standard Subjects for Ad Visuals
The package containing the product
The product alone The product in use How to use the
product Product features
Comparison of products
User benefit Humor Testimonial Negative appeal
9-12
Exhibit 9-1 Key Format Elements
Headline and Visual
Body Copy
Slogan
Contact Information
Subhead
9-13
Exhibit 9-1 Conceptual Message Elements
1. Attention 2. Interest 3. Credibility 4. Desire 5. Action
The creative pyramid helps the copywriter present the conceptual elements of the message.
9-14
Types of Headlines
Benefit News/Information Provocative Question Command
9-15
Body Copy Styles
Straight-sell Institutional Narrative Dialogue/Monologue Picture caption Device
9-16
Functions of Slogans
Provide continuity to a campaign
Reduce message strategy to a positioning statement
9-17
Formats for Electronic Media
Straight announcement
Presenter Testimonial Demonstration
Musical Slice of life Lifestyle Animation
9-18
Radio Scripts
A script resembles a two-column list. On the left side, speakers’ names are arranged vertically, along with descriptions of sound effects. The right column contains the dialogue, called audio.
9-19
Storyboard Development
1) Develop the script,
2) Design storyboard, and 3) Shoot animatic
9-20
Rules for Translating Copy for International Ads
The translator must be an effective copywriter
The translator must understand the product
Translators should translate into their native tongue
The advertiser should give the translator easily translatable English copy
9-21
This ad for Korean Air is adapted for other markets.
9-22
Key Terms_1
Animatic Animation Audio Ayer No. 1 Benefit headline Body copy Boldface Camera-ready art Close
Command headline Comprehensive
layout Demonstration Design Device copy Dialogue/
monologue copy Dummy
9-23
Key Terms_2
Headline Icon Illustrator Institutional copy Integrated
commercial Interior paragraph Italic Jingle
Kicker Layout Lead-in paragraph Lifestyle technique Logotype Mechanical Mnemonic device Musical commercial Narrative copy
9-24
Key Terms_3
News/information headline
On camera Pasteup Photographer Picture-caption copy Picture-window
layout Poster-style format
Presenter commercial
Provocative headline
Question headline Radio personality Rough Script Seal
9-25
Key Terms_4
Signature Slice of life Slogan Sound effects Storyboard Storyboard rough Straight
announcement Straight-sell copy
Subhead Tagline Testimonial Text Themeline Thumbnail Trial close Visuals Voice-over