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Sreejesh.J
S3 MBA
MSNIMT
The creative part of advertising involves the
process of selecting and presenting the messages.
We see daily thousands of advertisements and
commercials in print and on the air. This is the
most often known as the ͚art͛ of advertising.

The business of conceiving, writing, designing

and producing these messages is called
͞advertising creativity͟
creative elements in advertising may make or break
promotional campaign. The success of advertising
Depends to a great extent on the quality of the
message or copy of advertisement.

creative tactics need to be executed and this usually

involves media considerations as well as the actual
design of an advertisement, a piece of packaging or a
Press release and so on. creative talks is to
Determine what to say and how to say it.
In the words of Alfred Politz-

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There are three basic components of a print ad
including the headline, body copy, and the visual
elements or illustrations. These elements are
brought together through a layout.

 
  

 

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The headline refers to the words in the leading
position of the advertisementͶthose that are
likely to be read first or are positioned to draw
the most attention. The most important
function of a headline is to attract the readers
attention and make them interested in the
remainder of the advertising message.
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Ò Direct headlines - Straightforward and

informative in terms of the message presented.

Ò Indirect headlines - Provoke curiosity and

intrigue by using questions, challenges,
provocations, and other methods.
 

Many ads also contain a main headline and one
or more secondary headlines or subheads.
These subheads usually appear in a smaller type
size than the main headline and are generally
larger the type size used for the body copy. They
are used to break-up or section off large amount
of body copy and highlight key sales points in
the ad.
 

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The main text portion of a print ad is

referred to as the body copy. Body
copy content depends on the type of
advertising appeal and/or execution
style being used.
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Another major component of a print ad is
the visual elements or illustrations.
Visual components often dominate print
advertising and play a very important
role in determining effectiveness. They must
attract attention, communicate idea & image,
work in synergistic fashion with headline
and copy. Ex: Drawings or Photos.
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A layout refers to the physical arrangement of

the various parts of the ad including the
headline, subheads, illustrations, body copy
and any identifying marks.
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As with print ads, television commercials have

several components which must work together
to create the right impact and communicate the
advertiser's message.

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The video or visual elements are what is

seen on the television screen. Decisions
have to be made regarding the main
focus of the visual such as the product,
the presenter, action sequences, lighting
graphics, colour and other factors.
 


The audio portion of a commercial includes

Several elements such as voice, music and
sound effects. Voices may be heard in several
ways such as through the direct presentation of
a spokesperson or as dialogues or conversation
among people in the commercial.
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A common method for presenting the audio
portion of a commercial is through a voice-over
whereby the message is delivered or action on the
screen is narrated by the voice of an announcer
who is not visible. A trend among major advertisers
is to hire celebrities with distinctive voices to do
the voiceovers for their commercials.
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A very important part of many television

commercials is music which plays various
roles and functions such as providing a
pleasant background or helping create the
appropriate mood or setting. IMc Perspective
discusses how marketers use popular
songs to help deliver their advertising
messages.
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Another important musical element in

both television and radio commercials is
jingles, which are catchy songs about a
product or service that usually carry the
advertising theme and a simple message.
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