1. Creative Execution: Art and Copy
Chapter 09
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LO1: Describe the factors involved in creating print ads.
LO2: Explain the types of copy an how great copy is created in print ads.
LO3: Outline how great copy is created in electronic ads.
LO4: Discuss the role of art in electronic ads.
LO5: Review the unique requirements in writing for the Web.
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3. The Art of Creating Print Ads
Designing the Print Ad
Design: how the art director, graphic artists/designers choose and structure the artistic elements
Generally, clean lines and well composed photographs give the ad breathing room to draw attention
White space helps give the ad balance
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4. The Art of Creating Print Ads
The Use of Layouts
A layout is the overall arrangement of all the format elements
headlines, subheads, logos, body copy, slogan, etc
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5. Ad Design & Production Advertising Design & Production Thumbnails
Rough Layouts
Dummy
Comprehensive & Mechanical
Approval
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6. Ad Design & Production Principals of Design: what designs work best
Ads must be designed to attract customers fast
The Basic Rules
a design in balance
break space into pleasing proportions
a directional pattern that is evident
one element should dominate
ads should have less than 50 words
headlines are best under the ad
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7. Ad Design & Production The Use of Visuals in Print Advertising
several goals for visuals
capture the reader’s attention
clarify claims made by the copy
identify the subject of the ad
show the product actually being used
qualify readers by stopping those who are prospects
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8. Ad Design & Production Determining the chief focus for visuals
The package
The product alone or in use
Comparison of products
Use benefit
Product features
Humor
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9. Producing Great Copy in Print Ads
Headlines
The words in the leading position – the words that will draw attention & be read first
Attract attention, engage the audience
Communicate the selling idea
Present product news
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10. Producing Great Copy in Print Ads
Types of Headlines
Provocative
provoke a readers curiosity
Question
asks a question to get the reader to read the copy
Command
orders the reader to do something
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11. Producing Great Copy in Print Ads
Body Copy
usually only read by about 10% of readers
explains the product
often gets read aloud
gives an idea as to how it sounds
done even for print ads
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12. Producing Great Copy in Print Ads
Body Copy Styles
Straight Sell
Institutional
Narrative
Dialogue/Monologue
Picture-Caption
Device
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13. Producing Great Copy in Print Ads
Formatting Body Copy
Lead-in
the bridge between the headline & sales copy
Interior paragraphs
the part of the body copy that develops credibility & provide proofs for claims
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14. Creating Great Copy in Electronic Media
Radio Copy
Uses a script, sound effects (SFX) & music
Rule of thumb: about 2 words per second
Television Copy
Radio’s script format works
Left has video
Right has audio
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15. The Role of Art in Radio & TV Ads
Storyboard Development
Storyboard Design
a process similar to how a print ad is developed
artist designs how each scene should look
Animatic
video comp
commercial taped in rough form
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