creative process in advertising
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Creative Process in Advertising
Submitted By:Anup Thapa ChhetriDwaipayan RegmiGuru Khanal
Chapter 4
Creative Method and Process
Creative Visualizer and Visualization Process
Advertisement Copy: types and process of print
copy development
Components of a print copy: headline, sub
headline, body text, illustration and signature
Requisites of a good advertisement copy
Advertisement Layout: functions and principles
of good layout
Objectives
Free Association Method:
-forming association networks of things
-focuses on key word
-things associated are identified and described
Synectics Methods
-focuses on unrelated topic
-uses techniques of drawing analogy
-based on concept of problems solving
Creative Methods in Advertising
Brainstorming
-pooling ideas from a group of experts
-criticism free idea generation
-best idea is selected from various
Lateral Thinking
-concerned with creative ad development
-analyzes ad problems in multiple ways
Heuristics
-classical thinking methods
-identifies several elements and dimension
-correlated to generated new idea
Story Telling
-complete information about product is given
-story is told to ad agency
Visualization
Creative Visualiser: A creative visualiser involves in creating, developing and designing the message of ad copy
Visualization is a mental process in which the creative team led by the art director and copywriter determines the arrangements of various ad elements in advertisement
Immersion: Concerned with ad problems
Ideation: Concerned with pilling up alternatives
Incubation: Thinking period on ideas
Illumination: Flashing stage of ideas
Verification: Testing and verifying
Visualization Process
Introduction: Ad copy is a written or spoken message
to be transmitted to target audience through print, visual and voice media.
Process of Print Copy Development
1. Copy thinking: Creative thought of ad copy
2. Copy structure: What to say
3. Copy style: How to say
Advertising Copy
Types of Ad Copy
Introductory Copy Missionary Copy
1.Educational Copy: Design to educate the prospects about the product
2.Scientific copy: Explains technical specification
3.Descriptive copy: Describes product attributes in a non-technical manner.
4.Reason why copy: Provide reasons to buy the product
5.Questioning copy: Question about problem is asked and its solution is provided
6.Endorsement Copy: Prestigious
people are endorse to transmit
message
7.Human Interest copy: Related to emotion and sense of target audience.
Institutional copy: Corporate name is advertised
Suggestive copy: Provides suggestive message to
reader
Prestige copy: Reflect the prestige or image
Colloquial copy: Presents the message in the way
of a conversation
Comparative copy: Compares one product with
another
Other types
1. Headline:
-Title of ad , top part of ad
- arouse interest and catches eyes
2. Sub headline:
- Expand the headline
-continues, clarifies and complete headline
3. Body Text:
-amplifies the headline and sub headline
- clarifies the ideas and message in details
Components of a Print Copy
4. Slogan:
-short, simple and catchy words and unchanging
-brief, that widens the horizons of publicity
5. Illustrations:
-picture, drawing, photograph, chat, that enrich ad
- attract attentions and change behaviors
6. Identification:
- last part of ad copy, consists signature, logo,
brand
-provides visual identity
Brief:
-Ad copy should be short, simple and crisp
-Based on ‘short and sweet’ principle
Focus:
-Single focus for audience retention
-Focus on single point not too many
Personal:
-Address audience personally
-Concerned to need and desire of audience
Requisites of Good Ad Copy
Variety:
-Ad copy should have various combination
-Proper use of text, color, picture, audio, video, etc
Honesty:
-Ad copy should be trustful and moral
-Backed with convincing evidence
Conforming:
-Conform with laws, rules and regulation
-Conform with standard norms, code of conduct
Picture
Advertisement LayoutConcerned with the arrangement of various elements of ad copy for ad effectiveness
HeadlineSub
Headline
Logo
Live w
ith. It C
han
ges
HeadlineSub Headline
Picture
Logo
Function of Ad Layout Determine Proportion:
-Determine proportion of element, white and covered
space
-Determine font size, type face, and picture position
Unified Presentation of Message:
-For effectiveness in ad copy
-Various elements combine to present intended message
Make Ad Attractive:
-Proper use of background, border, color to provide
external attractive in ad copy
Principle of Unity:
-Ad elements to be unite as a whole i.e. Oneness
-Bring cohesiveness and completeness in ad
Principle of Variety:
-Ad should consist of change and contrast
-Ad should not be monotonous
Principle of Balance:
- Ad should be well balance in optical terms
-Ad can be designed as asymmetrical and
symmetrical balance
Principles of A Good Layout
Principle of Rhythm:
-Ad should follow principle of eye moment of audience
-Concerned with gaze moment(S, O, Z and reverted )
Principle of Proportion:
-Ad layout should have proportion in terms of division
-Elements should be placed in ratio of their importance
Principle of Simplicity;
-Layout should be simple to provide clarity
-Should not confuse audience
Any Queries
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Thank You