McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy

11-2 Chapter Overview The role of art and copy in print, radio, and TV advertising

11-3 Chapter Objectives Describe the roles of artists in the ad business Explain the role of the copywriter Explain ad layouts and the steps to create them Outline the creative approval process

11-4 Positions the product Delivering on the Big Idea What is shown is just as important as what is said… sometimes more Creates brand personality Sets the mood Flavors the message (copy)

11-5 The Art of Creating Print Ads Design How the art director and graphic artist choose and structure the artistic elements of the ad Layout How chosen ad format elements are arranged Visuals, headline, subheads, body copy, slogan, seal, logo, signature

11-6 Art 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

11-7 Creative and Approval Process

11-8 Principles of Design Strong design... commands attention holds that attention tells as much as possible facilitates understanding

11-9 Commonly Used Software CorelDRAW, Macromedia Freehand, Adobe Illustrator Painting / Drawing Adobe Photoshop, Corel Paint Shop Pro Image Manipulation Macromedia FLASH Web Design Page Layout QuarkXPress, FrameMaker, InDesign Microsoft Word, Corel WordPerfect Word Processing

11-10 Which Layout Works Best? Also called poster-style. A single, large visual occupies about two- thirds of the ad Picture Window Vertical and horizontal lines and shapes in a grid give geometric proportion Mondrian Grid

11-11 Which Layout Works Best? Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive Circus Copy surrounded by the visual, or visual surrounded by copy Picture Frame

11-12 Which Layout Works Best? When you have a lot to say and visuals won’t say it Copy-Heavy Similar to circus. Uses multiple illustrations to make a single composition Montage

11-13 Which Layout Works Best? Combining two or more elements to make an ad more interesting Combo

11-14 Basic Design Rules Balance Proportion Sequence Unity Emphasis BalanceProportionSequenceUnityEmphasis

11-15 Use of Visuals Purposes Capture attention Identify subject Qualify readers Arouse interest in headline Create favorable impression Clarify copy Show product in use Support truth of copy Emphasize features Provide campaign continuity

11-16 Use of Visuals: Poster Format Higher Readership and Recall Scores

11-17 Use of Visuals Chief Focus Possibilities Package Product in use Product features User benefit Testimonial Product alone How to use product Comparison of products Humor Negative appeal

11-18 Use of Visuals Ads with humor are more likely to be remembered

11-19 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?

11-20 Print Ad Copy and Format

11-21 Headlines & Subheads Type Purpose   Benefit   Provocative   News/Information   Question   Command   Attract attention   Explain visual   Engage audience   Lead into ad body   Present message

11-22 Headlines & Subheads Subheads   Above or below head   Different color or style   Support “interest” step

11-23 Headlines & Subheads A great headline can do a lot of heavy lifting in a print ad

11-24 Body Copy FormatsStyles Lead-in paragraph Trial close Interior paragraphs Close (“action” step) Straight-Sell Narrative Institutional Dialogue/Monologue Picture Caption Device

11-25 Slogans, Themelines, Taglines Provides continuity to a series of ads Reduces an advertising message strategy to a brief, repeatable, memorable positioning statement 1 2 “Breakfast of Champions” “Reach out and touch someone” “Diamonds are forever”

11-26 Seals, Logos, Signatures Seal Awarded when a product meets established standards Logos and signature cuts Special designs of the advertiser’s company or product name

11-27 Writing Radio Copy Time Guidelines Seconds Words

11-28 Writing Television Copy Script Same format as radio, but left side is Video, right side is Audio Video Column Describes the visuals and production Audio Column Lists the spoken copy, sound effects, and music

11-29 Ad Formats Execution Spectrum, developed by Hank Seiden

11-30 Ad Formats Straight Announcement Presenter Testimonial Demonstration Musical Slice of Life Lifestyle Animation

11-31 Storyboards After creatives finalize a TV spot’s concepts... artists develop storyboard roughs... including camera angles and the script... to provide a visual guideline for production.

11-32 Writing for the Web Audience: Burson-Marsteller’s e-fluentials 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