Chapter 11 Creative Execution: Art and Copy

1. Chapter 11Creative Execution: Art and Copy

2. Chapter Overview The role of art and copy in print, radio, and TV advertising

3. 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 Identify the art director’s role in radio commercials Outline the creative approval process Debate the pros and cons of different types of TV commercials

4. Delivering on the Big Idea What is shown is just as important as what is said… sometimes more Positions the product Creates brand personality Sets the mood Flavors the message (copy)

5. The Art of Creating Print Ads Design How the art director and graphic artist choose and structure the artistic elements of the ad Layout How chosen ad format elements are arranged Visuals, headline,subheads, body copy, slogan, seal, logo, signature

6. Art Design and Production Thumbnail Rough Layout Comprehensive Small, rapidly produced drawing for visualization Drawn to actual size, art sketched in, body copy lines Facsimile of the finished ad Mechanical Dummy Text and visuals in exact position, ready for camera Presents look and feel of brochures

7. Creative and Approval Process

8. Principles of Design Balance Unity Proportion Emphasis Sequence Strong design . . . commands attention holds that attention tells as much as possible facilitates understanding

9. Commonly Used Software Page Layout QuarkXPress, FrameMaker, InDesign Painting / Drawing CorelDRAW, Macromedia Freehand, Adobe Illustrator Image Manipulation Adobe Photoshop, Corel Paint Shop Pro Web Design Macromedia FLASH Word Processing Microsoft Word, Corel WordPerfect

10. Which Layout Works Best? Also called poster-style. A single, large visual occupies about two-thirds of the ad Vertical and horizontal lines and shapes in a grid give geometric proportion Picture Window Mondrian Grid

11. Which Layout Works Best? Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive Copy surrounded by the visual, or visual surrounded by copy Circus Picture Frame

12. Which Layout Works Best? When you have a lot to say and visuals won’t say it Similar to circus. Uses multiple illustrations to make a single composition Copy-Heavy Montage

13. Which Layout Works Best? Combining two or more elements to make an ad more interesting Combo

14. Basic Design Rules Balance Proportion Sequence Unity Emphasis

15. Use of Visuals Purposes Capture attention Clarify copy Identify subject Show product in use Qualify readers Support truth of copy Arouse interest in headline Emphasize features Create favorable impression Provide campaign continuity

16. Use of Visuals: Poster Format Higher Readership and Recall Scores

17. Use of Visuals Chief FocusPossibilities Package Product alone Product in use How to use product Product features Comparison of products User benefit Humor Testimonial Negative appeal

18. Use of Visuals Ads with humor are more likely to be remembered

19. 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?

20. Print Ad Copy and Format

21. Headlines & Subheads Purpose Type • Attract attention • Benefit • Engage audience • News/Information • Explain visual • Provocative • Lead into ad body • Question • Present message • Command

22. Headlines & Subheads Subheads • Above or below head • Different color or style • Support “interest” step

23. Headlines & Subheads A great headline can do a lot of heavy lifting in a print ad

24. Body Copy Styles Formats Lead-in paragraph Straight-Sell Institutional Interior paragraphs Narrative Trial close Dialogue/Monologue Close (“action” step) Picture Caption Device

25. Slogans, Themelines, Taglines 1 Provides continuity to a series of ads Reduces an advertising message strategy to a brief, repeatable, memorable positioning statement 2 “Breakfast of Champions” “Reach out and touch someone” “Diamonds are forever”

26. Seals, Logos, Signatures Seal Awarded when a product meets established standards Special designs of the advertiser’s company or product name Logos and signature cuts

27. Writing Radio Copy

28. Writing Television Copy Script Same format as radio, but left side is Video, right side is Audio Video Column Describes the visuals and production Audio Column Lists the spoken copy, sound effects, and music

29. Ad Formats Execution Spectrum, developed by Hank Seiden

30. Ad Formats Musical Straight Announcement Slice of Life Presenter Lifestyle Testimonial Animation Demonstration

31. Storyboards artists develop storyboard roughs . . . After creatives finalize a TV spot’s concepts . . . including camera angles and the script . . . to provide a visual guideline for production.

32. Writing for the Web Audience: Burson-Marsteller’s e-fluentials 11 million heavy Internet users Share opinions with many others Verify ad claims by visiting company website Reid-Goldsborough’s writing suggestions Content, not image, is king on the Web Site visitors scan rather than read Web users hate hype and puffery

33. Ads for International Markets Campaign Transferability Debate Too expensive to createa unique campaign for every nation Success requires creatinga unique campaignfor each market or Translating Copy Translator must be aneffective copywriter Translator must understand the product Translate from learned language into native language Advertisers should provideeasy-to-translate copy

34. Ads for International Markets Other Considerations Use of color Icon or visual image Phrases or slogans Legal restrictions