Chapter

chapter

13
Creative Execution: Art and Copy

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

McGraw-Hill/Irwin Contemporary Advertising, 11e

Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 13 Objectives
Describe the roles of artists in the ad business Outline the creative approval process Describe the format elements of an ad Explain ad layouts

13-3

Explain the role of the copywriter

Identify the art directors role Debate advantages and disadvantages of different types of TV commercials

The Art of Creating Print Ads

13-4

Design
How the art director and graphic artist choose and structure the ads artistic elements
Layout
How the chosen ad format elements are arranged
Headline Subhead Body Copy Visuals Slogan/Seal Logo

The Art of Creating Print Ads: Ad Design and Production

Thumbnail
Small, rapidly produced drawing for visualization

13-5

Rough Layout
Drawn to actual size, art sketched in, body copy lines

Comprehensive
Facsimile of the finished ad

Mechanical
Text and visuals in exact position, ready for camera

Dummy
Presents look and feel of brochures

The Art of Creating Print Ads: 13-6 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

The Art of Creating Print Ads: Principles of Design

Balance Unity Proportion Emphasis

13-7

Sequence

Strong design . . . commands attention,

holds that attention, tells as much as possible, and facilitates understanding.

Principles of Design: Which layouts work best?

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

13-8

Picture Window

A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.

Mondrian Grid

Principles of Design: Which layouts work best?

Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.

13-9

Circus

Copy is surrounded by the visual (or visual may be surrounded by copy).

Picture Frame

Principles of Design: Which layouts work best?

When you have a lot to say and visuals wont say it. Similar to circus, brings multiple illustrations together and arranges them to make a single composition.

13-10

Copy-Heavy

Montage

Principles of Design: Which layouts work best?

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

13-11

Combo

The Art of Creating Print Ads: Use of Visuals

Purposes
Capture Attention
Identify Subject Qualify Readers Arouse Interest in Headline Create Favorable Impression

13-12

Clarify Copy
Show Product in Use Support Truth of Copy Emphasize Features Provide Campaign Continuity

The Art of Creating Print Ads: Use of Visuals

Copy Shops standard posterstyle ad is more likely to gain higher readership and recall scores than other formats

13-13

Insert photo 13.11, p. 410

Copy Shop ad
Position = 2.9 horiz., 1.5 vertical

Size = 5.7 WIDE

Resolution: 300 dpi

The Art of Creating Print Ads: Use of Visuals

Chief Focus Possibilities
Package Product in Use Product Features User Benefit Testimonial Product Alone How to Use Product

13-14

Comparison of Products Humor Negative Appeal

The Art of Creating Print Ads: Use of Visuals

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

13-15

Insert photo 13.12, p. 411 Axe ad Position = 3.5 horiz., 1.5 vertical Size = 4.6 TALL

Resolution: 300 dpi

The Art of Creating Print Ads: Use of Visuals

Selecting the Visual
Is a visual needed for communication?
Black-and-white or color?

13-16

Subjects relevance to creative strategy?

Illustrator or photographer? Technical or budgetary issues?

Copywriting and Formats for Print Ads

Copywriting with the creative pyramid: Allstate ad

13-17

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

Copywriting and Formats: Headlines and Subheads

Purposes
Attract

13-18

Types

Subheads
Above

attention

Benefit

or below

head

Engage audience Explain visual Lead into ad body Present message

News/Information
Provocative

Different color or style

Support interest step

Question
Command

Copywriting and Formats: Body Copy

Styles
Straight-Sell Institutional Narrative

13-19

Formats
Lead-in paragraph Interior paragraphs Trial close

Dialogue/Monologue
Picture Caption Device

Close (action step)

Insert photo 13.18, p. 423

Radio script
Position = 0.35 horiz., 0.4 vertical Size = 5.75 TALL Resolution: 300 dpi

Copywriting for Electronic Media

Two-column radio script
Time Guidelines
10 seconds 20 30 20-25 words 40-45 60-70

13-20

60

130-150

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

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

Straight Announcement
On Camera or Voiceover

Musical
Jingles, Donuts, Musical Logos, and Hooks

Presenter

Slice of Life
Mnemonic Devices

Testimonial

Lifestyle

Demonstration

Animation

The Role of Art in Radio and TV:13-23 Storyboards

After creatives finalize a TV spots concepts . . .

artists develop storyboard roughs . . .

including camera angles and the script . . .

in order to provide a visual guideline for production.

Writing for the Web

Audience: Burson-Marstellers e-fluentials
11 million heavy Internet users Share opinions with many others

13-24

Verify ad claims by visiting company website

Reid-Goldsboroughs writing suggestions

Content, not image, is king on the Web

Site visitors scan rather than read

Web users hate hype and puffery

Creating Ads for International Markets

Campaign Transferability Debate
Too expensive to create a unique campaign for every nation

13-25

or

Success requires creating a unique campaign for each market

Translating Copy
Translator must be an effective copywriter Translate from learned language into native language Translator must understand the product Advertisers should provide easy-to-translate copy

Insert photo 13.22a, p. 433

Puma screenshot (left panel)

Position = 0.35 horiz., 0.4 vertical Size = 3.75 WIDE

Creating Ads for International Markets

Puma site in two languages

13-26

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