Escolar Documentos
Profissional Documentos
Cultura Documentos
chapter
13
Creative Execution: Art and Copy
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
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
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
13-7
Sequence
13-8
Picture Window
A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.
Mondrian Grid
13-9
Circus
Picture Frame
13-10
Copy-Heavy
Montage
13-11
Combo
13-12
Clarify Copy
Show Product in Use Support Truth of Copy Emphasize Features Provide Campaign Continuity
13-13
Copy Shop ad
Position = 2.9 horiz., 1.5 vertical
13-14
13-15
Insert photo 13.12, p. 411 Axe ad Position = 3.5 horiz., 1.5 vertical Size = 4.6 TALL
13-16
13-17
13-18
Types
Subheads
Above
attention
Benefit
or below
head
News/Information
Provocative
Question
Command
13-19
Formats
Lead-in paragraph Interior paragraphs Trial close
Dialogue/Monologue
Picture Caption Device
Radio script
Position = 0.35 horiz., 0.4 vertical Size = 5.75 TALL Resolution: 300 dpi
13-20
60
130-150
Musical
Jingles, Donuts, Musical Logos, and Hooks
Presenter
Slice of Life
Mnemonic Devices
Testimonial
Lifestyle
Demonstration
Animation
13-24
13-25
or
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
13-26