Chapter Nine Creative Execution: Art and Copy Arens|Schaefer|Weigold Chapter Nine Creative Execution: Art and Copy Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Learning Objectives Describe the factors involved in creating print ads Explain the types of copy and how great copy is created in print ads Outline how great copy is created in electronic ads

Learning Objectives Discuss the role of art in electronic ads Review the unique requirements in writing for the Web Differentiate the important print and broadcast production methods

Poster-Style Format Employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement’s total area Known as picture-window layout and Ayer No.1

Principles of Design Must be in balance Space within the ad must be broken up into pleasing proportions Must have a directional pattern providing a sequence to read Must hold the ad together and give it unity One element of the ad must have emphasis to dominate all others

Visuals in Print Advertising All of the picture elements that are placed into an advertisement Capture the reader’s attention and identify the brand Clarify claims made by the copy Qualify readers Emphasize the product’s unique features Create a favorable impression of the product or advertiser Provide continuity for the campaign

Headlines Words in the leading position of an ad Types Benefit and news/information headline Provocative and question headline Command headline Subhead – Secondary headlines Kickers: Appear above the headline Underlines - Appear below the headline

Body Copy Text of an ad that tells the complete story and attempts to close the sale Styles Straight-sell copy Institutional copy Narrative copy Dialogue/ monologue copy Picture-caption copy Device copy

Slogans Standard company statements for advertisements, salespeople, and company employees Called taglines or themelines Originate from successful headlines Provide continuity for a campaign Reduce a key theme or idea to a brief memorable positioning statement

Seals, Logotypes, and Signatures Certification mark offered by certain institutions when a product meets standards established by them Seal Special design of the advertiser’s name that appears in all advertisements Logotypes Product or company’s primary graphic identity Signatures

Creating Copy in Electronic Media Script: Format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals Sound effects (SFX): Sounds other than music or dialogue used in radio and television Audio: Sound portion of a commercial and the right column of a script

Writing Radio Copy Advertising message must be catchy, interesting, and unforgettable Radio copy must be intrusive to attract and to hold attention Script must fit the time slot Writing should be clearer than any other kind of copywriting

Writing Television Copy Script - Left side is titled video and the right side audio Video column - Visuals and production Audio column - Spoken copy, sound effects, and music Ads must be believable and relevant

Formats for Radio and TV Commercials Straight announcement Integrated commercial Presenter commercial Testimonial Demonstration Musical commercials or jingles Slice of life Lifestyle technique Animation

Writing for the Web Company web sites Banner ads Viral ads Effectively designed Web sites help visitors find information quickly and efficiently Banner ads Bring Internet users to a Web site other than the one they intended to visit Viral ads Rely on Internet users to spread messages to others, so must be highly entertaining