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Creative aspects of advertising

Chapter = 9. Creative aspects of advertising. Advertising and Creativity. Creative design process. Steps in Creative design process. Copy Writing. Advertising Copy.

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Creative aspects of advertising

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  1. Chapter = 9 Creative aspects of advertising

  2. Advertising and Creativity

  3. Creative design process • Steps in Creative design process

  4. Copy Writing

  5. Advertising Copy Ad copy is defined as “written or spoken material in it, including headlines, main body, sub-heads, Pictures, captions, slogans, information about brand name, trademarks, prices, coupons, claims, advertiser’s name , address, logo, phone numbers, website etc.

  6. Requisites of effective Ad- Copy strategy • Attractive • Interesting • Retention value • Suggestive • Creative • Educative • Believable • Appropriate appeal • Miscellaneous characteristics

  7. Types of advertisement copy • Descriptive copy • Questioning copy • Comparative copy • Announcement copy • Institutional copy • Topical copy • Personality copy • Technical copy • Reason-why copy • Dramatisation copy • Prestige copy • Reminder ad-copy • Teaser ad copy • Animation ad copy • Other types of ad-copy

  8. Message • Meaning of message • Message content • Message format • Message source

  9. Advertising Appeal • Rational Appeal • Emotional Appeal • Combining rational and emotional Appeal • Moral Appeal

  10. Lay-out of print ad copy • Meaning of Layout • Essentials of print ad-copy

  11. Broadcast advertising copy • Radio ad copy • Television ad copy

  12. Internet ad copy

  13. Elements of print Ad copy • Headlines • Sub-heads • Illustration • Slogan • Text or body- copy • Blurbs • Boxes or panels • Identification mark • Closing idea

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