1. The Total Concept: Words and Visuals
Chapter 17
The Total Concept:
Words and Visuals

2. Four Basic Areas of the Creative Process
Concepts
Words
Pictures
Medium

3. Concept
A general notion or idea, an idea of something formed by mentally combining all its characteristics or particulars

4. The Creative Team
Art Director
Copywriter

5. Creative ideas do two important things:
Make the prime prospect consider your product
Implant your brand name and connect it to the positive attributes of the product

6. Developmental Stages of Creativity
Preparation
Incubation
Illumination
Verification

7. Sources of Inspiration for an Idea
Packaging
How and where product is made
Product’s history
What happens with the product
Product’s old advertising

8. Layout
Headlines
Illustration
Copy
Logo type
Sub-headline

10. Basic Means of Attracting Attention
Use the visual alone
Use the headline alone
Combination of visual and headline

11. Layout Readers look at (in order): 1. Visual 2. Caption 3. Headline
4. Copy
5. Signature (Advertisers name, contact information)

12. Visual at the top of the page
Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact.
For photos, place a descriptive caption below.
Put your headline next.
Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.
Place your contact information (signature) in the lower right corner. That's generally the last place a reader's eye gravitates to when reading an ad.

13. Visual at the top of the page.
Caption below photo.
Headline next.
Place main ad copy in first two columns of a three-column grid. Place your contact information (signature) at the bottom of the middle column.
In the third column put a coupon or a faux coupon. Placing the coupon in the outside corner of your ad makes it easier to clip out.

14. Headline first. When your headline packs a bigger punch or is more important than the photo, put it up top to grab the reader first.
Visual next.
Caption below photo.
Place main ad copy in two columns.
Place your contact information (signature) at the bottom of the second column in the lower right corner.

15. Visual first, to the left
Visual first, to the left. If the visual lends itself to a more vertical arrangement or if you want to equalize the importance of the visual and headline, try this.
Headline next, to the right of visual. When you break your headline up into several lines like this, you'll probably want to avoid headlines that are too long.
Caption below photo.
Place main ad copy in two columns. You might want to use a drop cap as a lead-in.
Place your contact information (signature) at the bottom of the second column in the lower right corner.

26. Basic Design Principles
Unity
Harmony
Sequence
Emphasis
Contrast
Balance
Formal
Informal
Color
White space

27. Example of Contrast

28. Development of an Ad Thumbnail sketch Rough layout
Comprehensive (“comps”)

29. Computer Design
Today’s computer hardware and software make it possible to do both layout and production.

30. Example of computer layout

31. The Art Two types of artistic talent
The imaginative person
The artist
Other sources of art and photography
Royalty tree stock
Stock photos

32. Example of Original Artwork

33. Example of Artwork

34. Reasons for Using Stock Images
Time pressure
Budget restraints
Quality, choice, variety of stock collections
Ease of accessibility

35. Summary The concept is a fresh way of looking at something.
Creative team develops best approach.
Computer technology makes the creative process less complex.