Creative advertising

3. The Evolution from Words to Pictures
-- Advantages of visuals over text
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Improved technology
The inherent advantages of visuals over text
Brand images are build better with visuals
Visuals can be protected legally
Visuals are more portable than words across
cultures
 Visuals allow placing the brand in a social
context

4. The primary visual elements of an
advertisement
• Illustration
• Design
• Layout

5. Illustration
Definition:
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The actual drawing, painting,
photography, or computer-generated art in
the advertisement.
• Purposes:
 Attract attention of the target audience

6.  Make the brand heroic
 Communicate product features or benefits

7.  Create a mood, feeling, or image
 Stimulate reading of the body copy
 Create the desired social context for the
brand

9. Illustration Components
• Size
• Color
• Medium

10. Illustration Formats
• Refers to the choices that the advertiser has for
displaying its product.
• How the product or brand will appear as part of
the illustration
• Formats include
– Emphasizing the social context or meaning of the
product
– More abstract formats
• Must be consistent with
the copy strategy

11. • Illustrations can place the brand in a social
context.

12. Strategic and Creative Impact
of Illustration
• Attracts attention of target segment and
stimulates information processing
• Communicates brand value relative to target’s
decision making criteria
• Visually presents the creative strategy
• Creates a mood for the brand
• Creates an image for the brand
• Makes concrete the values and benefits of the
brand that may be intangible

13. Design
• The structure and plan behind the structure
for the aesthetic and stylistic aspects of a
print advertisement.

14. Principles of Design
1.Balance
(Formal)
Formal balance can create
a very orderly look and
feel.

15. Informal balance can
2. Balance
create desired eye
(Informal) movement through
an ad.

16. Principles of Design
Proportion

17. Principles of Design
Order

18. Principles of Design
Unity

19. Principles of Design
Emphasis
Emphasis in
an ad will lead
the reader to
focus on one
layout element
more than
another.

21. Layout
1.
Thumbnails
2.
Rough layout
3.
Comprehensive
4.
Mechanicals

22. Production in Print Advertising
• It represents the technical and mechanical
activities that transform a creative concept
and rough layout into a finished print
advertisement.
• The Print Production Schedule
• „Closing date‟ – the deadline for receipt of
an ad.

23. Print Production Processes
 Letterpress
 Offset lithography (A method of planographic
(The process of printing from a surface on which the
printing areas are not raised but are ink-receptive (as
opposed to ink repellent) printing from a metal or stone
surface).

24.  Gravure(A printing process that uses an etched or
engraved plate; the plate is smeared with ink and wiped
clean, then the ink left in the recesses makes the print)
 Flexography
 Electronic, laser, and inkjet
 Computer print production

25. Typography

26. Art Direction and Production
in Cyberspace
 Cyberspace is its own medium
 The audience is not passive
 At present, it is closer to print than TV
– Streaming and RSS are improvements
 Revision can be done without delay or hesitation
 Persuasive content versus entertainment is a
challenge
 Consumer generated content (CGC) is making
its way into cyberspace (YouTube)

27. The Creative Team in
Television Advertising
 TV has changed the face of advertising
 TV is about moving visuals
 It can leave impressions, set moods, tell
stories
 It can get consumers to notice the brand
 TV production is complex, with many
people and requires tremendous
organizational skills

28. The Creative Team in
Television Advertising
Agency Participants:
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Creative Director (CD)
Art Director (AD)
Copywriter
Account Executive (AE)
Executive Producer
Producer
Production Company
Participants:
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Director
Producer
Production Manager
Camera Department
Art Department
Editors

29. Creative Guidelines for TV
Advertising
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Use an attention-getting opening
Emphasize the visual
Coordinate the audio with the visual
Persuade as well as entertain
Show the product

30. Production Process for TV
Advertising
 Preproduction
– Multiple activities that occur prior to
filming the commercial
 Production (shoot)
– Activities that occur during filming
 Postproduction
– Activities that occur after filming to
ready the commercial

31. Preproduction Process for
TV Advertising
Storyboard and
script approval
Review of bids from
production houses and other
suppliers
Budget approval
Creation of a
production timetable
Assessment of directors,
editorial houses, and
music suppliers
Selection of location,
sets, and cast

32. Production Process:
 Filming the commercial, or “the shoot”
 The shoot involves large numbers of
diverse people:
– Creative performers
– Trained technicians
– Skilled laborers
 Sets often feature tension and
spontaneity
 Typical commercial costs $100,000 to
$500,000

33. Postproduction Process
Screen dailies
Edit film
Record announcer
Produce search track
Record music
Review rough cut (agency)
Mix film and sound
Review rough cut (advertiser)
Transfer film to videotape
Edit offline
Prepare copies of tape
Edit online
Send tapes to TV stations

34. TV Production Options
Film
Videotape
Live Production
Still Production
Animation