Execution Copy - FDIC: Federal Deposit Insurance Corporation
Chapter 11 Creative Execution: Art and Copy
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Transcript of Chapter 11 Creative Execution: Art and Copy
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 11
Creative Execution:
Art and Copy
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Chapter Overview
The role of art and copy in print, radio, and TV advertising
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Chapter Objectives
Describe the roles of artists in the ad
business
Explain the role of the copywriter
Debate the pros and cons of different types of TV
commercials
Explain ad layouts and the steps to create
them
Outline the creative approval process
Identify the art director’s role in radio commercials
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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)
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The Art of Creating Print Ads
DesignHow the art director and graphic artist
choose and structure the artistic elements of the ad
LayoutHow chosen ad format elements are arranged
Visuals, headline,subheads, body copy, slogan,
seal, logo, signature
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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
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Creative and Approval Process
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Principles of Design
Balance Proportion SequenceUnity Emphasis
Strong design . . .
commands attention
holds that attention
tells as much as possible
facilitates understanding
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Commonly Used Software
CorelDRAW, Macromedia Freehand, Adobe
Illustrator
Painting / Drawing
Adobe Photoshop, Corel Paint Shop Pro
Image Manipulation
Macromedia FLASHWeb Design
Page Layout QuarkXPress, FrameMaker, InDesign
Microsoft Word, Corel WordPerfect
Word Processing
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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
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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
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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
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Which Layout Works Best?
Combining two or more
elements to make an ad
more interesting
Combo
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Basic Design Rules
Balance
Proportion
Sequence
Unity
Emphasis
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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
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Use of Visuals: Poster Format
Higher Readership and Recall Scores
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Use of Visuals
Chief FocusPossibilities
Package
Product in use
Product features
User benefit
Testimonial
Product alone
How to use product
Comparison of products
Humor
Negative appeal
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Use of Visuals
Ads with humor are more likely to be remembered
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Use of Visuals
Selecting theVisual
Is a visual needed for communication?
Black-and-white or color?
Subject’s relevance to creative strategy?
Illustrator or photographer?
Technical or budgetary issues?
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Print Ad Copy and Format
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Headlines & Subheads
Type Purpose
Benefit
Provocative
News/Information
Question
Command
Attract attention
Explain visual
Engage audience
Lead into ad body
Present message
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Headlines & Subheads
Subheads
Above or below head
Different color or style
Support “interest” step
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Headlines & Subheads
A great headline can do a lot of heavy lifting in a print ad
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Body Copy
FormatsStyles
Lead-in paragraph
Trial close
Interior paragraphs
Close (“action” step)
Straight-Sell
Narrative
Institutional
Dialogue/Monologue
Picture Caption
Device
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Slogans, Themelines, Taglines
Provides continuity to a series of ads
Reduces an advertising message strategy to a brief, repeatable,
memorable positioning statement
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“Breakfast of Champions”
“Reach out and touch someone”
“Diamonds are forever”
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Seals, Logos, Signatures
SealAwarded when a product
meets established standards
Logos and signature cuts
Special designs of the advertiser’s company or
product name
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Writing Radio Copy
Time GuidelinesSeconds Words
10 20-25
20 40-45
30 60-70
60 130-150
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Writing Television Copy
ScriptSame format as radio, but left
side is Video, right side is Audio
Video ColumnDescribes the visuals and
production
Audio ColumnLists the spoken copy, sound
effects, and music
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Ad Formats
Execution Spectrum,
developed by Hank Seiden
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Ad Formats
Straight AnnouncementStraight Announcement
PresenterPresenter
TestimonialTestimonial
DemonstrationDemonstration
MusicalMusical
Slice of LifeSlice of Life
LifestyleLifestyle
AnimationAnimation
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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.
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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
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Ads for International Markets
Campaign Transferability Debate
Too expensive to createa unique campaignfor every nation
Success requires creatinga unique campaign
for each marketor
Translator must be aneffective copywriter
Translator mustunderstand the product
Translate from learned language into native
language
Advertisers should provideeasy-to-translate copy
Translating Copy
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Ads for International Markets
Use of color Icon or visual image
Phrases or slogans Legal restrictions
Other Considerations