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Creative execution & production,[object Object]
Class Objectives,[object Object],Describe roles in ad creation & production,[object Object],Explain creative execution & production by medium,[object Object],Understand the important elements within advertising,[object Object]
Print Ads,[object Object]
Print: Principles of Design,[object Object],Balance,[object Object],Proportion,[object Object],Sequence,[object Object],Unity,[object Object],Emphasis,[object Object],Strong design . . .,[object Object],commands attention,,[object Object],holds that attention, ,[object Object],tells as much as possible,,[object Object],and facilitates understanding.,[object Object]
The Art of Creating Print Ads,[object Object],Design,[object Object],How the art director and graphic artist,[object Object],choose and structure the ad’s artistic elements,[object Object],Layout,[object Object],How the chosen ad format elements ,[object Object],are arranged,[object Object],Headline	Visuals,[object Object],Subhead	Slogan/Seal,[object Object],Body Copy	Logo,[object Object]
Print Ad Design,[object Object],Thumbnail,[object Object],Rough Layout,[object Object],Dummy,[object Object],Small, rapidly produced drawing for visualization,[object Object],Drawn to actual size, art sketched in, body copy lines,[object Object],Presents look and feel of brochures,[object Object],Mechanical,[object Object],Comprehensive,[object Object],Text and visuals in exact position, ready for camera,[object Object],Facsimile of the finished ad,[object Object]
Types of Print Ad Layouts,[object Object],Poster-style,[object Object],Also called a picture window  layout. A single, large visual occupies about two-thirds of the ad.,[object Object]
Types of Print Ad Layouts,[object Object],Mondrian Grid,[object Object],A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.,[object Object]
Types of Print Ad Layouts,[object Object],Circus,[object Object],Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.,[object Object]
Types of Print Ad Layouts,[object Object],Copy is surrounded by the visual (or visual may be surrounded by copy).,[object Object],Picture Frame,[object Object]
Types of Ad Layouts,[object Object],Copy-Heavy,[object Object],When you have a lot to say and visuals (non-verbal images) won’t say it.,[object Object]
Types of Print Ad Layouts,[object Object],Montage,[object Object],Similar to circus, brings multiple illustrations together and arranges them to make a single composition.,[object Object]
Types of Print Ad Layouts,[object Object],Combo,[object Object],Creativity often involves combining two or more unrelated elements to make an ad more interesting.,[object Object],This ad combines the grid layout with a picture frame layout.,[object Object]
Exercise 1,[object Object],What type of ad layout does this ad use?,[object Object],Create a thumbnail or rough layout for this ad.,[object Object],Photo c/o beautyaddict1one1.blogspot.com,[object Object]
Exercise 2,[object Object],Create a print ad thumbnail or rough layout from this TV ad.,[object Object],http://www.youtube.com/user/progressive?feature=chclk#p/c/88208CF704D9427A/18/HeJmrC5NoV0,[object Object]
Selecting theVisual,[object Object],Use of Visuals in Print Ads,[object Object],Is a visual needed for communication?,[object Object],Black-and-white or color?,[object Object],Subject’s relevance to creative strategy?,[object Object],Illustrator or photographer?,[object Object],Technical or budgetary issues?,[object Object]
Chief FocusPossibilities,[object Object],Use of Visuals in Print Ads,[object Object],Package,[object Object],Product Alone,[object Object],Product in Use,[object Object],How to Use Product,[object Object],Comparison of Products,[object Object],Product Features,[object Object],Humor,[object Object],User Benefit,[object Object],Negative Appeal,[object Object],Testimonial,[object Object]
Use of Visuals in Print Ads,[object Object],Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats,[object Object]
Use of Visuals in Print Ads,[object Object]
Use of Visuals in Print Ads,[object Object]
Use of Visuals in Print Ads,[object Object]
Use of Visuals in Print Ads,[object Object]
Print Copywriting & Formats,[object Object],Copywriting with the creative pyramid: Allstate ad,[object Object]
Headlines and Subheads,[object Object],Types,[object Object],Subheads,[object Object],Purposes,[object Object],[object Object]
Attract attention
Above or below    head
News/Information
Engage audience
Different color or    style
Provocative
 Explain visual
Support “interest”    step
Question
 Lead into ad body
Command
Present message,[object Object]
Exercise 3:  Write the Copy,[object Object]
Managing the Production Process,[object Object],[object Object]
 Production luxuries
 Overtime
 Special equipment
 Hierarchy
Radio
 Television

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