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

1

2

“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