chapter13

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Creative Execution: Art and Copy

The role of art and copy in print, radio,and TV advertising

Chapter

13-3

Chapter 13 Objectives

Describe the roles of artists in the ad business

Explain ad layouts

Explain the role of the copywriterOutline the creative

approval processIdentify the art director’s

roleDescribe the format elements of an ad

Debate advantages and disadvantages of different types of TV commercials

13-4

DesignHow the art director and graphic artistchoose and structure the ad’s artistic elements

LayoutHow the chosen ad formatelements are arranged

The Art of Creating Print Ads

Headline VisualsSubhead Slogan/SealBody Copy Logo

13-5The 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

Facsimile of the finished ad

Comprehensive

Presents look and feel of brochures

Dummy

Text and visuals in exact position, ready

for camera

Mechanical

13-6The Art of Creating Print Ads:Creative and Approval Process

The copy approval process

Insert ex. 13-1, p. 408

Copy approval process

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

13-7The Art of Creating Print Ads:Principles of Design

Balance Proportion SequenceUnity Emphasis

Strong design . . .

commands attention,

holds that attention,

tells as much as possible,

and facilitates understanding.

13-8Principles of Design:Which layouts work best?

Also called poster-style layout. A single, large visual occupies about two-thirds of the ad.

Picture Window

A series of vertical and

horizontal lines and shapes in a

predetermined grid give

geometric proportion.

Mondrian Grid

13-9Principles 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).

13-10Principles 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.

13-11Principles of Design:Which layouts work best?

Combo

Creativity often involves combining two or more unrelated elements to make an ad more interesting.

13-12

Purposes

The Art of Creating Print Ads:Use of Visuals

Capture Attention

Identify Subject

Clarify Copy

Show Product in Use

Support Truth of Copy

Emphasize Features

Provide Campaign Continuity

Arouse Interest in Headline

Create Favorable Impression

Qualify Readers

13-13The 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

Insert photo 13.11, p. 410

Copy Shop ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

13-14

Chief FocusPossibilities

The Art of Creating Print Ads:Use of Visuals

Package

Product in Use

Product Alone

How to Use Product

Comparison of Products

Humor

Negative Appeal

User Benefit

Testimonial

Product Features

13-15The Art of Creating Print Ads:Use of Visuals

Ad for Axe that is most likely to be remembered because of its humor

Insert photo 13.12, p. 411

Axe ad

Position = 3.5” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

13-16

Selecting theVisual

The Art of Creating Print Ads:Use of Visuals

Is a visual needed for communication?

Black-and-white or color?

Illustrator or photographer?

Technical or budgetary issues?

Subject’s relevance to creative strategy?

13-17Copywriting and Formatsfor Print Ads

Copywriting with the creative pyramid: Allstate ad

Insert ex. 13-2 (and photo 13.13), p. 416

Success of ad/Allstate ad

Position = centered horiz., 2.2” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

13-18Copywriting and Formats:Headlines and Subheads

Types SubheadsPurposes

Benefit

Provocative

News/Information

Above or below head Different color or style Support “interest” step

Question

Command

Attract attention

Explain visual

Engage audience

Lead into ad body

Present message

13-19Copywriting and Formats:Body Copy

FormatsStyles

Lead-in paragraph

Trial close

Interior paragraphs

Close (“action” step)

Straight-Sell

Narrative

Institutional

Dialogue/Monologue

Picture Caption

Device

13-20Copywritingfor Electronic MediaTwo-column radio script

Time Guidelines

10 seconds

20-25 words

20 40-45

30 60-70

60 130-150

Insert photo 13.18, p. 423

Radio script

Position = 0.35” horiz., 0.4” vertical

Size = 5.75” TALL

Resolution: 300 dpi

13-21The Role of Art in Radio and TV:Ad Formats

The Execution Spectrum of ad styles

Insert ex. 13-3, p. 426

The Execution Spectrum

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

13-22The Role of Art in Radio and TV:Ad Formats

Straight AnnouncementOn Camera or Voiceover

Straight AnnouncementOn Camera or Voiceover

PresenterPresenter

TestimonialTestimonial

DemonstrationDemonstration

MusicalJingles, Donuts,

Musical Logos, and Hooks

MusicalJingles, Donuts,

Musical Logos, and Hooks

Slice of LifeMnemonic DevicesSlice of Life

Mnemonic Devices

LifestyleLifestyle

AnimationAnimation

13-23The 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.

13-24

Writing for the Web

Audience: Burson-Marsteller’s e-fluentials

Verify ad claims by visiting

company website

11 million heavy Internet users

Share opinions with many others

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

13-25Creating Ads forInternational MarketsCampaign Transferability Debate

Too expensive to createa unique campaignfor every nation

Success requires creatinga unique campaign

for each marketor

Translating Copy

Translator must be aneffective copywriter

Translator mustunderstand the product

Translate from learned language into native language

Advertisers should provideeasy-to-translate copy

13-26

Puma site in two languages

Creating Ads for International Markets

Insert photo 13.22a, p. 433

Puma screenshot (left panel)

Position = 0.35” horiz., 0.4” vertical

Size = 3.75” WIDE

Resolution: 300 dpi

Insert photo 13.22b, p. 433

Puma screenshot (right panel)

Position = 0.35” horiz., 3.35” vertical

Size = 3.75” WIDE

Resolution: 300 dpi