CREATIVE EXECUTION & PRODUCTION

9-2

Class Objectives

Describe roles in ad creation & production

Explain creative execution & production by medium

Understand the important elements within advertising

Print Ads

9-4

Print: Principles of Design

Balance Proportion SequenceUnity Emphasis

Strong design . . .

commands attention,

holds that attention,

tells as much as possible,

and facilitates understanding.

9-5

The Art of Creating Print Ads

DesignHow the art director and graphic artistchoose and structure the ad’s artistic elements

LayoutHow the chosen ad format elements are arranged

Headline VisualsSubhead Slogan/SealBody Copy Logo

9-6

Print Ad Design

Small, rapidly produced drawing for visualization

Thumbnail

Drawn to actual size, art sketched in,

body copy lines

Rough Layout

Presents look and feel of brochures

Dummy

Text and visuals in exact position, ready

for camera

Mechanical

Facsimile of the finished ad

Comprehensive

9-7

Types of Print Ad Layouts

Also called a picture window layout. A single, large visual occupies about two-thirds of the ad.

Poster-style

9-8

Types of Print Ad Layouts

A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.

Mondrian Grid

9-9

Types of Print Ad Layouts

Circus

Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.

9-10

Types of Print Ad Layouts

Picture Frame

Copy is surrounded by the visual (or visual may be surrounded by copy).

9-11

Types of Ad Layouts

Copy-Heavy

When you have a lot to say and visuals (non-verbal images) won’t say it.

9-12

Types of Print Ad Layouts

Montage

Similar to circus, brings multiple illustrations together and arranges them to make a single composition.

9-13

Types of Print Ad Layouts

Combo

Creativity often involves combining two or more unrelated elements to make an ad more interesting.

This ad combines the grid layout with a picture frame layout.

9-14

Exercise 1

What type of ad layout does this ad use?

Create a thumbnail or rough layout for this ad.

Photo c/o beautyaddict1one1.blogspot.com

9-15

Exercise 2

Create a print ad thumbnail or rough layout from this TV ad.

http://www.youtube.com/user/progressive?feature=chclk#p/c/88208CF704D9427A/18/HeJmrC5NoV0

9-16

Selecting theVisual

Use of Visuals in Print Ads

Is a visual needed for communication?

Black-and-white or color?

Illustrator or photographer?

Technical or budgetary issues?

Subject’s relevance to creative strategy?

9-17

Chief FocusPossibilities

Use of Visuals in Print Ads

Package

Product in Use

Product Alone

How to Use Product

Comparison of Products

Humor

Negative Appeal

User Benefit

Testimonial

Product Features

9-18

Use of Visuals in Print Ads

Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats

9-19

Use of Visuals in Print Ads

9-20

Use of Visuals in Print Ads

9-21

Use of Visuals in Print Ads

9-22

Use of Visuals in Print Ads

9-23

Print Copywriting & Formats

Copywriting with the creative pyramid: Allstate ad

9-24

Headlines and Subheads

Types SubheadsPurposes

Benefit

Provocative

News/Information

Above or below head

Different color or style

Support “interest” step

Question

Command

Attract attention

Explain visual

Engage audience

Lead into ad body

Present message

9-25

Body Copy

FormatsStyles

Lead-in paragraph

Trial close

Interior paragraphs

Close (“action” step)

Straight-Sell

Narrative

Institutional

Dialogue/Monologue

Picture Caption

Device

9-26

Exercise 3: Write the Copy

9-27

Managing the Production Process

Production Manager’s RolePlanning Organizing Directing Controlling

Managing Production CostsBudget Busters

PrintProduction

ElectronicProduction

Inadequate planning

Production luxuries Overtime Special equipment Hierarchy

Radio Television Digital

media

9-28

ApprovalProcess

Creative and Approval Process

1. Creative director

2. Account management team

4. Agency’s & client’s legal departments

5. Top executives

3. Client’s product managers & marketing staff

9-29

Managing the Production Process

National ad for Toyota Prius: ads of this caliber may require a month or longer to create

9-30

Print Preproduction

Job Planning

Typography

Project Planning Traffic Job jacket

Emphasis Appropriate Appearance

Color palette

Production methods

Speed, quality or economy

Closing Dates

Readability Harmony

9-31

Preproduction

Singapore Airlines ad: the typeface conveys luxury

Welcome to the Lap of Executive Luxury

Welcome to the Lap of Executive Luxury

Welcome to the Lap of Executive Luxury

Welcome to the Lap of Executive Luxury

9-32

Print Production

Creating the Visual

Photos or illustrations

Stock or original

Preparing Mechanicals

Layout Base art Overlays

Camera-Ready Art & Halftones

Line artHalftone screens

Television & Radio

9-34

Copywritingfor Electronic Media

Time Guidelines10 seconds

20-25 words

20 40-45

30 60-70

60 130-150

Two-column radio script

9-35

Radio and TV: Ad Formats

Straight AnnouncementOn Camera or Voiceover

Presenter

Testimonial

Demonstration

MusicalJingles, Donuts,

Musical Logos and Hooks

Slice of LifeMnemonic Devices

Lifestyle

Animation

9-36

Art in Radio and TV: Storyboards

After creatives finalize a TV spot’s concepts . . .

artists develop storyboard roughs . . .

including camera angles and the script . . .

in order to provide a visual guideline for production.

Storyboard example: http://www.thestoryboardartist.com/Site/Coke.html

9-37

Radio Commercial Production

9-38

TV Commercial Production

9-39

TV Commercial Production

PreproductionPlan techniques

Script & storyboard

Live actionAnimation

Special effects

9-40

TV Commercial Production

Production: The Shoot

Preproduction

Location

Lights

Sound

Cameras

Talent

9-41

TV Commercial Production

Production: The Shoot

PostproductionPreproduction

Editing

Mixing

Prints

9-42

TV Commercial Production

Postproduction phase when director and editor select and splice scenes

Coke ad video:http://www.aef.com/on_campus/classroom/educational_materials/1755

Digital Media

9-44

Digital Advertising Production

Key considerations:

Users share opinions with many others

Contains elements of print and broadcast

media

Interactivity creates

opportunities

Formats:

Viral adsCompanyWeb sites

Banner ads