Creative Execution

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Creative Execution

  1. 1. Creative Execution: Art and Copy Aiden Yeh Contemporary Advertising Arens, McGraw-Hill
  2. 2. The Art of Creating Print Advertising (p. 406) <ul><li>Design refers to how the art director and graphic artist (or graphic designer) choose and structure the artistic elements of an ad. </li></ul>
  3. 3. The Use of Layouts (p. 407). <ul><li>A layout is an overall orderly arrangement of all the format elements of an ad: headline, subheads, visual(s), copy, captions, trademarks, slogans and signature. </li></ul>
  4. 4. Advertising Design and Production: <ul><li>Thumbnail Sketches (p. 407). </li></ul><ul><li>Rough Layout (p. 407) </li></ul><ul><li>Comprehensive (p. 408). </li></ul><ul><li>Dummy (p. 408) </li></ul><ul><li>Mechanical (paste-up) (p. 408). </li></ul><ul><li>Approval (p. 409). </li></ul>
  5. 5. <ul><li>Artists who paint, sketch, and draw in advertising are called illustrators. </li></ul><ul><li>The artists who produce pictures with a camera are photographers. </li></ul>
  6. 6. Purpose of the Visual (p. 411). <ul><li>a. Capture reader attention. </li></ul><ul><li>b. Clarify claims made by the copy. </li></ul><ul><li>c. Identify subject of the ad. </li></ul><ul><li>d. Show the product actually being used. </li></ul><ul><li>e. Qualify readers by stopping legitimate prospects. </li></ul><ul><li>f. Help convince the reader of the truth of copy claims. </li></ul><ul><li>g. Arouse the reader's interest in the headline. </li></ul><ul><li>h. Emphasize the product's unique features. </li></ul><ul><li>i. Create a favorable impression of product or advertiser. </li></ul><ul><li>j. Provide continuity for the campaign by using a unified visual technique in each ad. </li></ul>
  7. 7. Determining the Chief Focus for Visuals (pp. 411, 415). <ul><li>a. The package containing the product. </li></ul><ul><li>b. The product alone. </li></ul><ul><li>c. The product in use. </li></ul><ul><li>d. How to use the product. </li></ul><ul><li>e. Product features. </li></ul><ul><li>f. Comparison of products. </li></ul><ul><li>g. User benefit. </li></ul><ul><li>h. Humor. </li></ul><ul><li>i. Testimonial. </li></ul><ul><li>Negative appeal. </li></ul>
  8. 8. Assignment for 16 <ul><li>End of lecture on lay-outing </li></ul><ul><li>Choose a print ad lay-out, and redesign the ad by playing with the existing elements and visuals. </li></ul><ul><li>Prepare 2 lay-out studies (could be vertical or horizontal) </li></ul><ul><li>Submit and present rough drafts to show the transition of ideas from thumbnail to draft to final layout. </li></ul>

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