1. MCOM 341<br />Week 11 Summary<br />CLASS 1: Creative Execution & Production<br />Definitions:<br />design Visual pattern or composition of artistic elements chosen and structured by the graphic artist and art director.layout An orderly formation of all the parts of an advertisement. In print, it refers to the arrangement of the headline, subheads, visuals, copy, picture captions, trademarks, slogans, and signature. In television, it refers to the placement of characters, props, scenery, and product elements, the location and angle of the camera, and the use of lighting.headline The words in the leading position of an advertisement— the words that will be read first or that are positioned to draw the most attention.subhead Secondary headline in advertisements that may appear above or below the headline or in the text of the ad. Subheads are usually set in a type size smaller than the headline but larger than the body copy or text type size. They may also appear in boldface type or in a different ink color.body copy The text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads.visuals All of the picture elements that are placed into an advertisement.slogan A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement.logotype (logo) Special design of the advertiser's name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase.thumbnail A rough, rapidly produced pencil sketch that is used for trying out ideas.dummy A three-dimensional, hand-made layout of a brochure or other multipage advertising piece put together, page for page, just like the finished product will eventually appear.comprehensive layout (comp) A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The quot;
compquot;
is prepared so the advertiser can gauge the effect of the final ad.mechanical The set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad. Also called a pasteup, this is then used as the basis for the next step in the reproduction process.typography The art of selecting, setting, and arranging type.storyboard A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views.script Format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals.print production manager Manager who oversees the entire production process, including reproduction of visuals in full color, shooting and editing of scenes, precise specification and placement of type, and the checking, approving, duplicating, and shipping of final art, negatives, tape, or film to the communication media.<br />Other Concepts:<br />TYPES OF PRINT LAYOUTS<br />Poster Style: also known as a Picture Window layout, a dominant visual that occupies 2/3 or more of the ad.<br />Grid: A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.<br />Circus: Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.<br />Picture Frame: Copy is surrounded by the visual (or visual may be surrounded by copy).<br />Copy-Heavy: When you have a lot to say and visuals (non-verbal images) won’t say it.<br />Montage: Brings multiple illustrations together and arranges them to make a single composition.<br />Combo: involves combining two or more unrelated elements to make an ad more interesting.<br />CHIEF VISUAL FOCUS POSSIBILITIES IN PRINT ADS<br />Product package<br />Product alone<br />Product in Use<br />How to Use Product<br />Comparison of Product<br />User Benefit<br />Humor<br />Testimonial/Endorsement<br />Negative Appeal<br />THE CREATIVE PYRAMID AND ITS USE IN PRINT AD COPYWRITING<br />Body Copy StylesStraight-SellNarrativeInstitutionalDialogue/MonologuePicture CaptionDeviceBody Copy FormatsLead-in paragraphTrial closeInterior paragraphsClose (“action” step)<br />CHARACTERISTICS OF EFFECTIVE TYPOGRAPHY:<br />Effective TypographyEmphasisAppropriateAppearanceReadabilityHarmony<br />RADIO & TELEVISION AD FORMATS:<br />Straight AnnouncementOn Camera or VoiceoverPresenterTestimonialDemonstrationMusicalJingles, Donuts,Musical Logos and HooksSlice of LifeMnemonic DevicesLifestyleAnimation<br />CONSIDERATIONS OF INTERACTIVE/DIGITAL MEDIA PRODUCTION:<br />Users share opinions with many othersContains elements of print and broadcast mediaInteractivity creates opportunities <br />