Creativity and Copywriting - Print

Creativity and CopywritingLecture 6

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Lynn CS4029 Lecture 6

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Lynn CS4029 Lecture 6

You cannot use the physical nature of the words.2

List A: Ladder. Lighter. Lighthouse. Nursery List B: Empire. Crown. Cider. Chapel.3

“Pairing”On some basis pair a word from list A with a word from list B. Define the basis.1

You have 5 minutes to write down your thoughts. 4

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SOME IS NOT.Made by hand from 100% blue agave.The world’s #1 ultra-premium tequila.

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2 BUTTON. 3 BUTTONSOME PERFECTION IS DEBATABLE.

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SOME IS NOT.Made by hand from 100% blue agave.The world’s #1 ultra-premium tequila.

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Lecture 6: Written Word

Lynn CS4029 Lecture 6

Lynn CS4029 Lecture 6 FlickruserTomMrazek

“Print is to all advertising what figure drawing is to fine art; it provides a creative foundation.

Pete Barry“

Show

Print Ads = Press or Posters

Lynn CS4029 Lecture 6

FYI

Lynn CS4029 Lecture 6

Eyebrows – Lines of text that target a particular audience that appears before the headline

Headlines – Delivers the main message of the ad

Subheads – Strengthens the headline and reinforces the stated benefit

Body Copy – The explanation of the benefits or features

CTA –What you want the reader to do

Slogan/Tagline – The sticky, verbal logo

“Sig” – mandatory information including numbers, websites, address outside the body copy

FYI

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Have a reductionist mindset. For each element of the ad, stop and ask yourself, “Will it still work without it?”.

Lynn CS4029 Lecture 6

FYI

Lynn CS4029 Lecture 6

Bad print ads

Visual and verbal

Exploring headlines

Agenda

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Visual gymnasticsThe visual should be part of the message

Bad Print Ads

Offensive

Relevant & tasteful

Say too much Singular focus

Bad Print Ads

Bad Print Ads

Redundant Complementary

Bad Print Ads

Condescending

Celebratory

Bad Print Ads

General

Specific

Bad Print Ads

Dull Interesting

Bad Print Ads

Tired, old visual Original visual

Bad Print Ads

Bad pun Better pun

Bad Print Ads

Cluttered MVM

Lynn CS4029 Lecture 6 FlickruserTomMrazek

1. Pun-ish your audience with puns. Everyone loves a good pun. So include as many as you can, because they’ll think it’s punny.

2. Include as many calls to actions as you can.

3. Dont proofread you’re headline. After All, its not what you say butt how your saying it.

4. Add many exclamation points!!!!!!!!!

5. With that in mind, WRITE IN ALL CAPS. BECAUSE WHEN YOU’RE SHOUTING ON PAPER, YOUR AUDIENCE WILL WANT TO LISTEN!!!!!!!

6. While we’re at it why not take away all punctuation because things like commas periods quotation marks and more just get in the way of your ad

Intermark Group“

On Bad Headlines…

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Recognize bad ads, and you’ll write better ones.

Lynn CS4029 Lecture 6

Bad print ads

Visual and verbal

Exploring headlines

Agenda

Lynn CS4029 Lecture 6 FlickruserTomMrazek

If you think about it, most visual thoughts are verbal in origin. An idea has to be formulated into words. Whether it actually needs any words in its expression is another matter.

Mike Boles“

Visual and Verbal

Visual and Verbal

Be Complementary

Visual and Verbal

Be Single-Minded

Visual and Verbal

Excite Participation

Powerful/unusual visual + straight/understated headline = GOOD AD

Straight/understated visual + powerful/unusual headline = GOOD AD

Powerful/unusual visual + powerful/unusual headline = GOOD or BAD

Straight/understated visual + straight/understated headline = BAD

Visual and Verbal

Show Say

You can get to a solution from either side.

Lynn CS4029 Lecture 6

Lynn CS4029 Lecture 6

1. Demonstration2. Unwrapped3. Close-up4. Personal5. Split screen6. Mod7. Remove8. Show nothing

1. Command2. Question3. Twist a cliche4. Go blind5. Tell a joke6. Write a story7. Surprise8. Outline

Visual & Verbal1. Benefit2. Comparison3. Endorsement4. Metaphor5. Personification6. Hyperbole7. Opposition8. Pun

Exploration TacticsVisual and Verbal

Visual and Verbal

Deckofbrilliance.com

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Bad print ads

Exploring headlines

Visual and verbal

Agenda

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You have ONE second to catch attention.

ViaDesignInspiration.com

Exploring Headlines

And when you do, it’s probably because your headline wascredible,authentic,relevant,emotionaland/or personal.

Exploring Headlines

Lynn CS4029 Lecture 6FlickruserTomMrazek

The best headlines are based on an idea rather than just moving words around until they sound cool.

Drummond Berman, CD EURORSCG“

Lynn CS4029 Lecture 6Lynn CS4029 Lecture 6

Flickr user abbotsford5

Rewrite the strategy statement

Freewriting

Truths

Different POVs

Benefit exploration

Exploring Headlines

Lynn CS4029 Lecture 6

1. Demonstration2. Unwrapped3. Close-up4. Personal5. Split screen6. Mod7. Remove8. Show nothing

1. Command2. Question3. Twist a cliché4. Go blind5. Tell a joke6. Write a story7. Surprise8. Outline

1. Benefit2. Comparison3. Endorsement4. Metaphor5. Personification6. Hyperbole7. Opposition8. Pun

Verbal

Exploring Headlines

Visual

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Aim for Interesting

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Write and Rewrite

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Peace out

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