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chapter13
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Creative Execution: Art and Copy
The role of art and copy in print, radio,and TV advertising
Chapter
13-3
Chapter 13 Objectives
Describe the roles of artists in the ad business
Explain ad layouts
Explain the role of the copywriterOutline the creative
approval processIdentify the art director’s
roleDescribe the format elements of an ad
Debate advantages and disadvantages of different types of TV commercials
13-4
DesignHow the art director and graphic artistchoose and structure the ad’s artistic elements
LayoutHow the chosen ad formatelements are arranged
The Art of Creating Print Ads
Headline VisualsSubhead Slogan/SealBody Copy Logo
13-5The Art of Creating Print Ads:Ad Design and Production
Small, rapidly produced drawing for visualization
Thumbnail
Drawn to actual size, art sketched in,
body copy lines
Rough Layout
Facsimile of the finished ad
Comprehensive
Presents look and feel of brochures
Dummy
Text and visuals in exact position, ready
for camera
Mechanical
13-6The Art of Creating Print Ads:Creative and Approval Process
The copy approval process
Insert ex. 13-1, p. 408
Copy approval process
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
13-7The Art of Creating Print Ads:Principles of Design
Balance Proportion SequenceUnity Emphasis
Strong design . . .
commands attention,
holds that attention,
tells as much as possible,
and facilitates understanding.
13-8Principles of Design:Which layouts work best?
Also called poster-style layout. A single, large visual occupies about two-thirds of the ad.
Picture Window
A series of vertical and
horizontal lines and shapes in a
predetermined grid give
geometric proportion.
Mondrian Grid
13-9Principles of Design:Which layouts work best?
Circus
Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.
Picture Frame
Copy is surrounded by
the visual (or visual may be surrounded by
copy).
13-10Principles of Design:Which layouts work best?
Copy-Heavy
When you have a lot to say and visuals won’t say it.
Montage
Similar to circus, brings multiple
illustrations together and
arranges them to make a single composition.
13-11Principles of Design:Which layouts work best?
Combo
Creativity often involves combining two or more unrelated elements to make an ad more interesting.
13-12
Purposes
The Art of Creating Print Ads:Use of Visuals
Capture Attention
Identify Subject
Clarify Copy
Show Product in Use
Support Truth of Copy
Emphasize Features
Provide Campaign Continuity
Arouse Interest in Headline
Create Favorable Impression
Qualify Readers
13-13The Art of Creating Print Ads:Use of Visuals
Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats
Insert photo 13.11, p. 410
Copy Shop ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
13-14
Chief FocusPossibilities
The Art of Creating Print Ads:Use of Visuals
Package
Product in Use
Product Alone
How to Use Product
Comparison of Products
Humor
Negative Appeal
User Benefit
Testimonial
Product Features
13-15The Art of Creating Print Ads:Use of Visuals
Ad for Axe that is most likely to be remembered because of its humor
Insert photo 13.12, p. 411
Axe ad
Position = 3.5” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
13-16
Selecting theVisual
The Art of Creating Print Ads:Use of Visuals
Is a visual needed for communication?
Black-and-white or color?
Illustrator or photographer?
Technical or budgetary issues?
Subject’s relevance to creative strategy?
13-17Copywriting and Formatsfor Print Ads
Copywriting with the creative pyramid: Allstate ad
Insert ex. 13-2 (and photo 13.13), p. 416
Success of ad/Allstate ad
Position = centered horiz., 2.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
13-18Copywriting and Formats:Headlines and Subheads
Types SubheadsPurposes
Benefit
Provocative
News/Information
Above or below head Different color or style Support “interest” step
Question
Command
Attract attention
Explain visual
Engage audience
Lead into ad body
Present message
13-19Copywriting and Formats:Body Copy
FormatsStyles
Lead-in paragraph
Trial close
Interior paragraphs
Close (“action” step)
Straight-Sell
Narrative
Institutional
Dialogue/Monologue
Picture Caption
Device
13-20Copywritingfor Electronic MediaTwo-column radio script
Time Guidelines
10 seconds
20-25 words
20 40-45
30 60-70
60 130-150
Insert photo 13.18, p. 423
Radio script
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
13-21The Role of Art in Radio and TV:Ad Formats
The Execution Spectrum of ad styles
Insert ex. 13-3, p. 426
The Execution Spectrum
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
13-22The Role of Art in Radio and TV:Ad Formats
Straight AnnouncementOn Camera or Voiceover
Straight AnnouncementOn Camera or Voiceover
PresenterPresenter
TestimonialTestimonial
DemonstrationDemonstration
MusicalJingles, Donuts,
Musical Logos, and Hooks
MusicalJingles, Donuts,
Musical Logos, and Hooks
Slice of LifeMnemonic DevicesSlice of Life
Mnemonic Devices
LifestyleLifestyle
AnimationAnimation
13-23The Role of Art in Radio and TV:Storyboards
After creatives finalize a TV spot’s concepts . . .
artists develop storyboard roughs . . .
including camera angles and the script . . .
in order to provide a visual guideline for production.
13-24
Writing for the Web
Audience: Burson-Marsteller’s e-fluentials
Verify ad claims by visiting
company website
11 million heavy Internet users
Share opinions with many others
Reid-Goldsborough’s writing suggestions
Web users hate hype and puffery
Content, not image, is king on
the Web
Site visitors scan rather than read
13-25Creating Ads forInternational MarketsCampaign Transferability Debate
Too expensive to createa unique campaignfor every nation
Success requires creatinga unique campaign
for each marketor
Translating Copy
Translator must be aneffective copywriter
Translator mustunderstand the product
Translate from learned language into native language
Advertisers should provideeasy-to-translate copy
13-26
Puma site in two languages
Creating Ads for International Markets
Insert photo 13.22a, p. 433
Puma screenshot (left panel)
Position = 0.35” horiz., 0.4” vertical
Size = 3.75” WIDE
Resolution: 300 dpi
Insert photo 13.22b, p. 433
Puma screenshot (right panel)
Position = 0.35” horiz., 3.35” vertical
Size = 3.75” WIDE
Resolution: 300 dpi