Steps in translating Advertising message into Copy
Visualization: In the most simple words, it is the process of designing the advertisement. It is the mental process where visualize sees through the mind’s eye and the end product of this process is the layout.
Layout: it is the end product of the Visualization where all the elements of the advertisement like diagram, graphics or words are arranged in their desired place.
3. A visualiser decides about the inclusion of different elements at the beginning of his work. His mind will have the Questions like: Where my advertisement will have a headline?
Where there will be a sub headline?
Whether there would be a body copy?
Whether to have an illustration or a photograph?
Whether to include slogan etc?
Thinking process the adve tiser is now visulating
Elements of the advertisement which visualizer will visualize
To begin with the visualiser foresees how all these elements will be appearing in the copy. The basic elements with which a visualizer works are:
The body copy
There may be other elements which might be seen in the ads are:
Seal of approval
Quality marks etc.
Process of Visualization
1. This work is shared by the copywriter and creative director of visualisation. At the commencement of their work they become intimate (known to) with the copy. They decide whether product should be featured, what they would be doing; will there be a background? Which type? Should photos be used? Or line illustration or sketches? How large the headline would be? What components should make the final copy: product? The address and name of the company? The picture?
2. Once he became clear about the components or elements he will include, he foresees their relevance to each other, to one another. How they would be placed in the copy? How the final product (advertisement copy) will look like?
3. It is a mental process of creating mental image of well balanced whole made up of balanced elements. When a rough sketches of the various alternatives are drawn on the paper it is called Thumbnail .
Thumbnail: when all the elements of the advertisement in advertisement copy are arranged together to make a layout is called thumbnail, the elements can be arranged in different orders or in different places according to the choice or the visualization of the copy writer. The elements can be arranged differently every time on the same thumbnail so that one can know the blue print of the advertisement and how will it look with the different arrangements of the elements on the same thumbnail.
Example of thumbnail
While making a thumbnail the visualiser has to keep in mind the space available, the type of the paper on which advertisement will be printed, whether it is black and white or colour advertisement, the printing technology employed etc. For example: use of dark and bright colours in the background of the adv. And the paper used in the printing is the local newsprint.
Transformation from Visualization to Layout
Layout: It is the outline of the advertisement copy which include the written material as well as the other elements of the advertisement like the graphic, headline, sub headlines, illustrations, name of the company, logo, any slogan etc. The layout shows that where these elements will be placed in an advertisement and how they will be placed.
It works as the blue print of the advertisement and also defines the relationship between the different elements.
The paper work which has been started at the time of the thumbnail is the starting point of the process of layout.
Once a visualizer exercises himself mentally and puts his pencil to paper, the shape of the layout begins to emerge. It is the smooth transition point and in this phase we are moving from the abstract idea to concrete shapes.
Each element is assigned a place and space depending upon its overall significance, that means each element is positioned. There is visual evidence on paper. The various possibilities are drawn separately on the paper which are called as the thumbnail sketches .
They indicate the elements and their positions in the ad copy. Many thumbnails when made they give us the ides which one or more will best suit us.
Thumbnail to Roughs
When many thumbnails are made and every possibility are known, we may decide that which one is best suiting us while keeping in mind the various complications like: size of the advertisement, paper on which ad will be made, the size of the headline etc. and we decide one thumbnail best suits the requirement of the advertisement, that particular thumbnail is then made into the larger sizes which is called Roughs or visuals . These are made in actual advertisement size. As the copy matter only the rough lines are made.
Roughs give an exacts idea about the proportions and placement of the elements.
Rough to Comprehensive
Comprehensive are more finished form of roughs. The body copy is pasted. Headline lettering is done carefully. Photos and illustrations (actual) are used.
Comprehensive comes very closer to actual art work, which gives a finished adv. Complete with printer instructions from which the plated, the electrotypes are made.