Creative Execution: Art and Copy

Chapter 9 Objectives Describe the roles of artists in the ad business Explain ad layouts Explain the purpose and selection of visuals in print advertising Outline the creative approval process Describe the format elements of an ad Identify the art director’s role Debate advantages and disadvantages of different types of TV commercials Discuss the unique requirements in writing for the Web

The Art of Creating Print Ads Design How the art director and graphic artist choose and structure the ad’s artistic elements Layout How the chosen ad format elements are arranged Headline Visuals Subhead Slogan/Seal Body Copy Logo

The 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 Presents look and feel of brochures Dummy Facsimile of the finished ad Comprehensive Text and visuals in exact position, ready for camera Mechanical

The Art of Creating Print Ads: Creative and Approval Process 1. Creative director 2. Account management team 3. Client’s product managers & marketing staff 4. Agency’s & client’s legal departments 5. Top executives

The Art of Creating Print Ads: Principles of Design Balance Unity Proportion Emphasis Sequence Strong design . . . commands attention, holds that attention, tells as much as possible, and facilitates understanding.

Principles of Design: Which layouts work best? Also called picture window layout. A single, large visual occupies about two-thirds of the ad. Poster-style A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion. Mondrian Grid Good design Commands attention and holds it Communicates as much information as possible in the shortest amount of time Makes the message easier to understand

Principles 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). Good design Commands attention and holds it Communicates as much information as possible in the shortest amount of time Makes the message easier to understand

Principles 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. Good design Commands attention and holds it Communicates as much information as possible in the shortest amount of time Makes the message easier to understand

Principles of Design: Which layouts work best? Combo Creativity often involves combining two or more unrelated elements to make an ad more interesting. Good design Commands attention and holds it Communicates as much information as possible in the shortest amount of time Makes the message easier to understand

The Art of Creating Print Ads: 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

The 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

The Art of Creating Print Ads: Use of Visuals Chief Focus Possibilities Package Product Alone Product in Use How to Use Product Product Features Comparison of Products User Benefit Humor Testimonial Negative Appeal

The Art of Creating Print Ads: Use of Visuals Ad for Axe that is most likely to be remembered because of its humor

The Art of Creating Print Ads: Use of Visuals Selecting the Visual Is a visual needed for communication? Black-and-white or color? Subject’s relevance to creative strategy? Illustrator or photographer? Technical or budgetary issues?

Copywriting and Formats for Print Ads Copywriting with the creative pyramid: Allstate ad

Copywriting and Formats: Headlines and Subheads Purposes Types Subheads Attract attention Benefit Above or below head Engage audience News/Information Different color or style Explain visual Provocative Support “interest” step Lead into ad body Question Present message Command

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

Copywriting for Electronic Media Two-column radio script Time Guidelines 10 seconds 20-25 words 20 40-45 30 60-70 60 130-150

The Role of Art in Radio and TV: Ad Formats Straight Announcement On Camera or Voiceover Musical Jingles, Donuts, Musical Logos and Hooks Presenter Slice of Life Mnemonic Devices Testimonial Lifestyle Demonstration Animation

The 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.

Writing for the Web Key considerations: Formats: Contains elements of print and broadcast media Interactivity creates opportunities Users share opinions with many others Formats: Company Web sites Banner ads Viral ads

Creating Ads for International Markets Campaign Transferability Debate Too expensive to create a unique campaign for every nation or Success requires creating a unique campaign for each market Translating Copy Translator must be an effective copywriter Translator must understand the product Translate from learned language into native language Advertisers should provide easy-to-translate copy

Creating Ads for International Markets Korean Air site in two languages