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Creative advertising

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Creative advertising

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Creative advertising

  1. 1. The Evolution from Words to Pictures -- Advantages of visuals over text      Improved technology The inherent advantages of visuals over text Brand images are build better with visuals Visuals can be protected legally Visuals are more portable than words across cultures  Visuals allow placing the brand in a social context
  2. 2. The primary visual elements of an advertisement • Illustration • Design • Layout
  3. 3. Illustration Definition: > The actual drawing, painting, photography, or computer-generated art in the advertisement. • Purposes:  Attract attention of the target audience
  4. 4.  Make the brand heroic  Communicate product features or benefits
  5. 5.  Create a mood, feeling, or image  Stimulate reading of the body copy  Create the desired social context for the brand
  6. 6. Illustration Components • Size • Color • Medium
  7. 7. Illustration Formats • Refers to the choices that the advertiser has for displaying its product. • How the product or brand will appear as part of the illustration • Formats include – Emphasizing the social context or meaning of the product – More abstract formats • Must be consistent with the copy strategy
  8. 8. • Illustrations can place the brand in a social context.
  9. 9. Strategic and Creative Impact of Illustration • Attracts attention of target segment and stimulates information processing • Communicates brand value relative to target’s decision making criteria • Visually presents the creative strategy • Creates a mood for the brand • Creates an image for the brand • Makes concrete the values and benefits of the brand that may be intangible
  10. 10. Design • The structure and plan behind the structure for the aesthetic and stylistic aspects of a print advertisement.
  11. 11. Principles of Design 1.Balance (Formal) Formal balance can create a very orderly look and feel.
  12. 12. Informal balance can 2. Balance create desired eye (Informal) movement through an ad.
  13. 13. Principles of Design Proportion
  14. 14. Principles of Design Order
  15. 15. Principles of Design Unity
  16. 16. Principles of Design Emphasis Emphasis in an ad will lead the reader to focus on one layout element more than another.
  17. 17. Layout 1. Thumbnails 2. Rough layout 3. Comprehensive 4. Mechanicals
  18. 18. Production in Print Advertising • It represents the technical and mechanical activities that transform a creative concept and rough layout into a finished print advertisement. • The Print Production Schedule • „Closing date‟ – the deadline for receipt of an ad.
  19. 19. Print Production Processes  Letterpress  Offset lithography (A method of planographic (The process of printing from a surface on which the printing areas are not raised but are ink-receptive (as opposed to ink repellent) printing from a metal or stone surface).
  20. 20.  Gravure(A printing process that uses an etched or engraved plate; the plate is smeared with ink and wiped clean, then the ink left in the recesses makes the print)  Flexography  Electronic, laser, and inkjet  Computer print production
  21. 21. Typography
  22. 22. Art Direction and Production in Cyberspace  Cyberspace is its own medium  The audience is not passive  At present, it is closer to print than TV – Streaming and RSS are improvements  Revision can be done without delay or hesitation  Persuasive content versus entertainment is a challenge  Consumer generated content (CGC) is making its way into cyberspace (YouTube)
  23. 23. The Creative Team in Television Advertising  TV has changed the face of advertising  TV is about moving visuals  It can leave impressions, set moods, tell stories  It can get consumers to notice the brand  TV production is complex, with many people and requires tremendous organizational skills
  24. 24. The Creative Team in Television Advertising Agency Participants:       Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Executive Producer Producer Production Company Participants:       Director Producer Production Manager Camera Department Art Department Editors
  25. 25. Creative Guidelines for TV Advertising      Use an attention-getting opening Emphasize the visual Coordinate the audio with the visual Persuade as well as entertain Show the product
  26. 26. Production Process for TV Advertising  Preproduction – Multiple activities that occur prior to filming the commercial  Production (shoot) – Activities that occur during filming  Postproduction – Activities that occur after filming to ready the commercial
  27. 27. Preproduction Process for TV Advertising Storyboard and script approval Review of bids from production houses and other suppliers Budget approval Creation of a production timetable Assessment of directors, editorial houses, and music suppliers Selection of location, sets, and cast
  28. 28. Production Process:  Filming the commercial, or “the shoot”  The shoot involves large numbers of diverse people: – Creative performers – Trained technicians – Skilled laborers  Sets often feature tension and spontaneity  Typical commercial costs $100,000 to $500,000
  29. 29. Postproduction Process Screen dailies Edit film Record announcer Produce search track Record music Review rough cut (agency) Mix film and sound Review rough cut (advertiser) Transfer film to videotape Edit offline Prepare copies of tape Edit online Send tapes to TV stations
  30. 30. TV Production Options Film Videotape Live Production Still Production Animation

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