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Copy and Art

Exercises ---------------------------------------------------

Name: Marloes de Ruiter

Class; 3ICMA

Minor: Advertising

Inholland Rotterdam

Inhoud Exercise 1. Lay-outs ................................................................................................................................. 2

Exercise 2 Headlines ................................................................................................................................ 6

Exercise 3 Caveman Storyboard .............................................................................................................. 9

Exercise 4 Creative Briefing ................................................................................................................... 11

Exercise 5 Typography ........................................................................................................................... 12

Exercise 1. Lay-outs

Underneath you can see 6 different lay-out and one we made digital.

Exercise 2 Headlines

- The headlines are underneath the picture!

Icecream

How fresh do you like it?

Peanuts have never been so

light before.

The real taste, with a little more vegetable’s.

Exercise 3 Caveman Storyboard

Storyboards

Exercise:

Look at the Batavus 30’’TV commercial storyboard drawings (‘Caveman invents bicycle’)

Write out the script.

Write the explanation for the visuals on the storyboard:

Image – Short description of what we see

Change of scenes – Wipe/dissolve, soft/hard cut, otherwise (special effect)

Sound effects (SFX) – what do we hear

Music?

Voice-over – Male/female (MVO, FVO), words

Text (superimposed pay-off, logo)

You are allowed to work in pairs.

Image:

You see a caveman looking to the stone rocks. He starts to cut out a picture. This picture looks a lot

like a bicycle. After this he thinks, why can’t I make one like this? He starts to do some research

(storyboard 8/9/10) and after that PLING! (storyboard 12) he had invented the bicycle!! All the

scenes will be with a sharp view somewhere in the middle of nowhere. It’s funny when a caveman on

his own in the middle of nowhere invents the bicycle. To make the commercial even more “old-age”

we should really have the sound effects of wind-blowing and rough weather. When the cavemen cuts

the bicycle out of the rocks you should here that sound too. In the end when the bicycle is there

(storyboard drawing 12/13) you should hear a typical Dutch sound for example like the sound in the

Unox commercials. There should be no voice-over just only the very strong image of the caveman,

the wind blowing the rocks etc.

Exercise 4 Creative Briefing

Who are we talking two?

1. People who enjoy butter in or on their food.

2. Housewives with children

3. People who like strong/tasty soup

4. Women/people who don’t want to gain weight but still eat delicious mayonnaise.

2. What do they want the audience to think or do?

1. To use their butter for the finest taste.

2. To think that no matter what dirt is on your shirt you can get it out with Ariel.

3. This soup has a very strong taste and they will get the power from eating it.

4. That you don’t gain a lot of weight, you will “loose” weight.

3. What is the proposition? What is offered?

1. Little handy piece to enrich the taste of your food.

2. A washing product that get’s everything clean no matter what.

3. A strong and tasty soup.

4. Light weight mayonnaise which doesn’t make you fat.

4. What are the objectives?

1. Recognition, activating

2. Brand recognition, confirming

3. Introduction, activating

4. Informing, introduction, promotion

5. What is the tone of voice? 1. Advising 2. Funny, Ironic 3. Loud, Ironic 4. Informative, persuading

Exercise 5 Typography

Brengt je op deeën

Dat is nou het

gevoel

Je bent een

!RUND!

als je met VUURWERK

stunt!

Mogelijk

Meer

Maakt

LIPTON

Can do…