Creative process in advertising
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Creative process in advertising






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Creative process in advertising Presentation Transcript

  • 1. Chapter 4
  • 2. -forming association networks of things-focuses on key word-things associated are identified and described-focuses on unrelated topic-uses techniques of drawing analogy-based on concept of problems solving
  • 3. -pooling ideas from a group of experts -criticism free idea generation -best idea is selected from various-concerned with creative ad development-analyzes ad problems in multiple ways
  • 4. classical thinking methods-identifies several elements and dimension-correlated to generated new idea complete information about product is given-story is told to ad agency
  • 5. Visualization is a mental process in which thecreative team led by the art director andcopywriter determines the arrangements ofvarious ad elements in advertisement A creative visualiser involves in creating, developing and designing the message of ad copy
  • 6. Concerned with ad problemsConcerned with pilling up alternatives Thinking period on ideas Flashing stage of ideas Testing and verifying
  • 7. Ad copy is a written or spoken messageto be transmitted to target audience through print,visual and voice media.
  • 8. 1.Educational Copy: Design to educate the prospects about the product
  • 9. Explains technical specification
  • 10. Describes product Provideattributes in a non-technical manner. reasons to buy the product
  • 11. Question about problem is asked and its solution is provided6.Endorsement Copy: Prestigious people are endorse to transmit message
  • 12. Related to emotion andsense of target audience.
  • 13. Corporate name is advertised Provides suggestive message toreader Reflect the prestige or image Presents the message in the way ofa conversation Compares one product withanother
  • 14. -Title of ad , top part of ad- arouse interest and catches eyes- Expand the headline-continues, clarifies and complete headline-amplifies the headline and sub headline- clarifies the ideas and message in details
  • 15. -short, simple and catchy words and unchanging-brief, that widens the horizons of publicity-picture, drawing, photograph, chat, that enrich ad- attract attentions and change behaviors- last part of ad copy, consists signature, logo, brand-provides visual identity
  • 16. -Ad copy should be short, simple and crisp-Based on ‘short and sweet’ principle-Single focus for audience retention-Focus on single point not too many-Address audience personally-Concerned to need and desire of audience
  • 17. -Ad copy should have various combination-Proper use of text, color, picture, audio, video, etc-Ad copy should be trustful and moral-Backed with convincing evidence-Conform with laws, rules and regulation-Conform with standard norms, code of conduct
  • 18. Concerned with the arrangement of various elementsof ad copy for ad effectiveness Headline Sub Headline Headline Live with. It ChangesSubHeadline Picture Picture o g o L L o g o
  • 19. -Determine proportion of element, white and coveredspace-Determine font size, type face, and picture position-For effectiveness in ad copy-Various elements combine to present intended message-Proper use of background, border, color to provideexternal attractive in ad copy
  • 20. -Ad elements to be unite as a whole i.e. Oneness-Bring cohesiveness and completeness in ad-Ad should consist of change and contrast-Ad should not be monotonous- Ad should be well balance in optical terms-Ad can be designed as asymmetrical andsymmetrical balance
  • 21. -Ad should follow principle of eye moment of audience-Concerned with gaze moment(S, O, Z and reverted )-Ad layout should have proportion in terms of division-Elements should be placed in ratio of their importance-Layout should be simple to provide clarity-Should not confuse audience