Mcom 341-18 Creative Execution & Prod.


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Mcom 341-18 Creative Execution & Prod.

  1. 1. Creative execution & production<br />
  2. 2. Class Objectives<br />Describe roles in ad creation & production<br />Explain creative execution & production by medium<br />Understand the important elements within advertising<br />
  3. 3. Print Ads<br />
  4. 4. Print: Principles of Design<br />Balance<br />Proportion<br />Sequence<br />Unity<br />Emphasis<br />Strong design . . .<br />commands attention,<br />holds that attention, <br />tells as much as possible,<br />and facilitates understanding.<br />
  5. 5. The Art of Creating Print Ads<br />Design<br />How the art director and graphic artist<br />choose and structure the ad’s artistic elements<br />Layout<br />How the chosen ad format elements <br />are arranged<br />Headline Visuals<br />Subhead Slogan/Seal<br />Body Copy Logo<br />
  6. 6. Print Ad Design<br />Thumbnail<br />Rough Layout<br />Dummy<br />Small, rapidly produced drawing for visualization<br />Drawn to actual size, art sketched in, body copy lines<br />Presents look and feel of brochures<br />Mechanical<br />Comprehensive<br />Text and visuals in exact position, ready for camera<br />Facsimile of the finished ad<br />
  7. 7. Types of Print Ad Layouts<br />Poster-style<br />Also called a picture window layout. A single, large visual occupies about two-thirds of the ad.<br />
  8. 8. Types of Print Ad Layouts<br />Mondrian Grid<br />A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.<br />
  9. 9. Types of Print Ad Layouts<br />Circus<br />Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.<br />
  10. 10. Types of Print Ad Layouts<br />Copy is surrounded by the visual (or visual may be surrounded by copy).<br />Picture Frame<br />
  11. 11. Types of Ad Layouts<br />Copy-Heavy<br />When you have a lot to say and visuals (non-verbal images) won’t say it.<br />
  12. 12. Types of Print Ad Layouts<br />Montage<br />Similar to circus, brings multiple illustrations together and arranges them to make a single composition.<br />
  13. 13. Types of Print Ad Layouts<br />Combo<br />Creativity often involves combining two or more unrelated elements to make an ad more interesting.<br />This ad combines the grid layout with a picture frame layout.<br />
  14. 14. Exercise 1<br />What type of ad layout does this ad use?<br />Create a thumbnail or rough layout for this ad.<br />Photo c/o<br />
  15. 15. Exercise 2<br />Create a print ad thumbnail or rough layout from this TV ad.<br /><br />
  16. 16. Selecting theVisual<br />Use of Visuals in Print Ads<br />Is a visual needed for communication?<br />Black-and-white or color?<br />Subject’s relevance to creative strategy?<br />Illustrator or photographer?<br />Technical or budgetary issues?<br />
  17. 17. Chief FocusPossibilities<br />Use of Visuals in Print Ads<br />Package<br />Product Alone<br />Product in Use<br />How to Use Product<br />Comparison of Products<br />Product Features<br />Humor<br />User Benefit<br />Negative Appeal<br />Testimonial<br />
  18. 18. Use of Visuals in Print Ads<br />Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats<br />
  19. 19. Use of Visuals in Print Ads<br />
  20. 20. Use of Visuals in Print Ads<br />
  21. 21. Use of Visuals in Print Ads<br />
  22. 22. Use of Visuals in Print Ads<br />
  23. 23. Print Copywriting & Formats<br />Copywriting with the creative pyramid: Allstate ad<br />
  24. 24. Headlines and Subheads<br />Types<br />Subheads<br />Purposes<br /><ul><li>Benefit
  25. 25. Attract attention
  26. 26. Above or below head
  27. 27. News/Information
  28. 28. Engage audience
  29. 29. Different color or style
  30. 30. Provocative
  31. 31. Explain visual
  32. 32. Support “interest” step
  33. 33. Question
  34. 34. Lead into ad body
  35. 35. Command
  36. 36. Present message</li></li></ul><li>Body Copy<br />Formats<br />Styles<br />Lead-in paragraph<br />Straight-Sell<br />Interior paragraphs<br />Institutional<br />Trial close<br />Narrative<br />Close (“action” step)<br />Dialogue/Monologue<br />Picture Caption<br />Device<br />
  37. 37. Exercise 3: Write the Copy<br />
  38. 38. Managing the Production Process<br /><ul><li>Inadequate planning
  39. 39. Production luxuries
  40. 40. Overtime
  41. 41. Special equipment
  42. 42. Hierarchy
  43. 43. Radio
  44. 44. Television
  45. 45. Digital media</li></ul>Production Manager’s Role<br />Planning<br />Organizing<br />Directing<br />Controlling<br />Managing Production Costs<br />Budget Busters<br />PrintProduction<br />ElectronicProduction<br />
  46. 46. Creative and Approval Process<br />Approval<br />Process<br />1. Creative director<br />2. Account management team<br />3. Client’s product managers & marketing staff<br />4. Agency’s & client’s legal departments<br />5. Top executives <br />
  47. 47. Managing the Production Process<br />National ad for Toyota Prius: ads of this caliber may require a month or longer to create<br />
  48. 48. Print Preproduction<br />Traffic<br />Job jacket<br />Closing Dates<br />Project Planning<br />Emphasis<br />Appropriate<br />Appearance<br />Typography<br />Readability<br />Harmony<br />Job Planning<br />Color palette<br />Production methods<br />Speed, quality or economy<br />
  49. 49. Preproduction<br />Singapore Airlines ad: the typeface conveys luxury<br />Welcome to the Lap of Executive Luxury<br />Welcome to the Lap of Executive Luxury<br />Welcome to the Lap of Executive Luxury<br />Welcome to the Lap of Executive Luxury<br />
  50. 50. Print Production<br />Creating the Visual<br />Photos or illustrations<br />Stock or original<br />Preparing Mechanicals<br />Layout<br />Base art<br />Overlays<br />Camera-Ready Art & Halftones<br />Line art<br />Halftone screens<br />
  51. 51. Television & Radio<br />
  52. 52. Copywritingfor Electronic Media<br />Two-column radio script<br />
  53. 53. Radio and TV: Ad Formats<br />Straight Announcement<br />On Camera or Voiceover<br />Musical<br />Jingles, Donuts,Musical Logos and Hooks<br />Presenter<br />Slice of Life<br />Mnemonic Devices<br />Testimonial<br />Lifestyle<br />Demonstration<br />Animation<br />
  54. 54. Art in Radio and TV: Storyboards<br />artists develop storyboard roughs . . .<br />After creatives finalize a TV spot’s concepts . . . <br />including camera angles and the script . . .<br />in order to provide a visual guideline for production. <br />Storyboard example:<br />
  55. 55. Radio Commercial Production<br />
  56. 56. TV Commercial Production<br />
  57. 57. TV Commercial Production<br />Live action<br />Animation<br />Special effects<br />Preproduction<br />Script & storyboard<br />Plan techniques<br />
  58. 58. TV Commercial Production<br />Production: The Shoot<br />Preproduction<br />Location<br />Sound<br />Lights<br />Cameras<br />Talent<br />
  59. 59. TV Commercial Production<br />Production: The Shoot<br />Postproduction<br />Preproduction<br />Editing<br />Mixing<br />Prints<br />
  60. 60. TV Commercial Production<br />Postproduction phase when director and editor select and splice scenes<br />Coke ad video:<br /><br />
  61. 61. Digital Media<br />
  62. 62. Digital Advertising Production<br />Key considerations:<br />Users share opinions with many others<br />Contains elements of print and broadcast media<br />Interactivity creates opportunities <br />Formats:<br />Viral ads<br />CompanyWeb sites<br />Banner ads<br />