Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary...

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chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Transcript of Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary...

Page 1: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter nine

Creative Strategy and the

Creative Process

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-2

Objectives_1

Describe the roles of the various types of artists in the advertising business

Explain the use of advertising layouts and the steps in creating them

Outline the creative approval process Explain the purpose and selection of

visuals in print advertising

Page 3: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-3

Objectives_2

Describe the format elements of an ad and discuss how they relate to the objectives of advertising copywriting

Identify the art director’s role in radio and television commercials

Debate the advantages and disadvantages of the different television commercial formats

Discuss the unique requirements in writing for the Web

Page 4: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-4

Creating Print Advertising

Design

Use of Layouts

The layout is the preliminary version of the ad that shows where all the key formatting

elements are placed. This ad for the new Beetle looks like the

tummy of an expectant mother.

Page 5: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-5

Types of Advertising Artists

Art Directors

Graphic Designers

Illustrators

Photographers

Production Artists

Page 6: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-6

Stages in the Approval Process

Thumbnail sketches

Rough layout Dummy Comprehensive Mechanical

(Pasteup) Approval

Page 7: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-7

Layout Styles_1

Poster-style Mondrian grid

Page 8: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-8

Layout Styles_2

Circus Picture frame

Page 9: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-9

Layout Styles_3

Copy-heavy Montage

Page 10: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-10

Layout Styles_4

Combo

Page 11: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-11

Standard Subjects for Ad Visuals

The package containing the product

The product alone The product in use How to use the

product Product features

Comparison of products

User benefit Humor Testimonial Negative appeal

Page 12: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-12

Exhibit 9-1 Key Format Elements

Headline and Visual

Body Copy

Slogan

Contact Information

Subhead

Page 13: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-13

Exhibit 9-1 Conceptual Message Elements

1. Attention 2. Interest 3. Credibility 4. Desire 5. Action

The creative pyramid helps the copywriter present the conceptual elements of the message.

Page 14: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-14

Types of Headlines

Benefit News/Information Provocative Question Command

Page 15: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-15

Body Copy Styles

Straight-sell Institutional Narrative Dialogue/Monologue Picture caption Device

Page 16: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-16

Functions of Slogans

Provide continuity to a campaign

Reduce message strategy to a positioning statement

Page 17: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-17

Formats for Electronic Media

Straight announcement

Presenter Testimonial Demonstration

Musical Slice of life Lifestyle Animation

Page 18: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-18

Radio Scripts

A script resembles a two-column list. On the left side, speakers’ names are arranged vertically, along with descriptions of sound effects. The right column contains the dialogue, called audio.

Page 19: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-19

Storyboard Development

1) Develop the script,

2) Design storyboard, and 3) Shoot animatic

Page 20: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-20

Rules for Translating Copy for International Ads

The translator must be an effective copywriter

The translator must understand the product

Translators should translate into their native tongue

The advertiser should give the translator easily translatable English copy

Page 21: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-21

This ad for Korean Air is adapted for other markets.

Page 22: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-22

Key Terms_1

Animatic Animation Audio Ayer No. 1 Benefit headline Body copy Boldface Camera-ready art Close

Command headline Comprehensive

layout Demonstration Design Device copy Dialogue/

monologue copy Dummy

Page 23: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-23

Key Terms_2

Headline Icon Illustrator Institutional copy Integrated

commercial Interior paragraph Italic Jingle

Kicker Layout Lead-in paragraph Lifestyle technique Logotype Mechanical Mnemonic device Musical commercial Narrative copy

Page 24: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-24

Key Terms_3

News/information headline

On camera Pasteup Photographer Picture-caption copy Picture-window

layout Poster-style format

Presenter commercial

Provocative headline

Question headline Radio personality Rough Script Seal

Page 25: Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

9-25

Key Terms_4

Signature Slice of life Slogan Sound effects Storyboard Storyboard rough Straight

announcement Straight-sell copy

Subhead Tagline Testimonial Text Themeline Thumbnail Trial close Visuals Voice-over


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