Chapter 17 The Total Concept: Words and Visuals Kleppner’s Advertising Procedure, 18e Lane * King * Reichart

Learning Objectives Define concepts and executional ideas. Discus left- and right-brain ideas. Explain how a creative team works. Explain visualizing the idea. Identify the principles of design. Discuss types of visuals. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.1 Visuals Support Words Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Executional Idea An executional idea is a rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.3 A Simple Idea Creative ideas Make the prospect consider your product first. Implant the brand name indelibly in the prospect’s mind and connect it to positive attributes of product. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Finding Inspiration for an Idea Is there an idea in the packaging? How is the product made? Where is it made? How about the product’s history? Can you show what happens with the product? Any new ideas from the product’s old advertising? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Layout and the Elements of an Ad Headline Illustration Copy Logotype Subheadline Illustrations Supporting materials such as a coupon Layout is the total appearance of the ad, its overall design, and composition of its elements Layout also means the physical rendering of the design of the ad Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.4 Effective Layout Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Means of Attracting Attention Using the visual alone Using the headline alone Using a combination Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Basic Design Principles Unity Harmony Sequence Emphasis Contrast Balance Formal balance Informal balance Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.6 Formal Balance Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Color Attracts Attention and Affects Mood Increases brand recognition by up to 80 percent. Improves readership as much as 40 percent. Accelerates learning from 55 to 78 percent. Increases comprehension by 73 percent. Increases readership to 42 percent more than similar ads in black and white. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Pantone Color Institute Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.8 Color Affects the Feel of a Message Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Stages of Layout Development Thumbnail Sketches Rough Layouts Comprehensive Layouts Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Type Font Formats PostScript Type 1 TrueType OpenType Dfont Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.10 Percentage of Top Scoring Ads Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.12 Some Shots Require Photography Specialists Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Reasons for Using Stock Photography Time pressure Budget restraints Quality, choice, variety Ease of accessibility More than 80% of graphic designers use stock photography in their work. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.13 Some Art Requires an Illustrator Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.14 Typical Model Release Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 17.15 Model Selection is Important Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Digital Marketing Changes Things SEO (search engine optimization) SEM (search engine marketing) GUI (graphical user interface) IA (interconnection agreement) Experiential design Social networking Mobile Gaming Analytics Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

For Discussion What are the basic means of attracting attention? What is the executional idea? What do art directors and copywriters do? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall