Mcom 341-18 Creative Execution & Prod.
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CREATIVE EXECUTION & PRODUCTION
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Transcript of Mcom 341-18 Creative Execution & Prod.
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.
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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
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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
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Types of Print Ad Layouts
Also called a picture window layout. A single, large visual occupies about two-thirds of the ad.
Poster-style
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Types of Print Ad Layouts
A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.
Mondrian Grid
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Types of Print Ad Layouts
Circus
Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.
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Types of Print Ad Layouts
Picture Frame
Copy is surrounded by the visual (or visual may be surrounded by copy).
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Types of Ad Layouts
Copy-Heavy
When you have a lot to say and visuals (non-verbal images) won’t say it.
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Types of Print Ad Layouts
Montage
Similar to circus, brings multiple illustrations together and arranges them to make a single composition.
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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.
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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
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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
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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?
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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
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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
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Use of Visuals in Print Ads
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Use of Visuals in Print Ads
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Use of Visuals in Print Ads
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Print Copywriting & Formats
Copywriting with the creative pyramid: Allstate ad
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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
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Body Copy
FormatsStyles
Lead-in paragraph
Trial close
Interior paragraphs
Close (“action” step)
Straight-Sell
Narrative
Institutional
Dialogue/Monologue
Picture Caption
Device
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Exercise 3: Write the Copy
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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
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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
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Managing the Production Process
National ad for Toyota Prius: ads of this caliber may require a month or longer to create
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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
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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
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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
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Copywritingfor Electronic Media
Time Guidelines10 seconds
20-25 words
20 40-45
30 60-70
60 130-150
Two-column radio script
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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
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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
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Radio Commercial Production
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TV Commercial Production
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TV Commercial Production
PreproductionPlan techniques
Script & storyboard
Live actionAnimation
Special effects
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TV Commercial Production
Production: The Shoot
Preproduction
Location
Lights
Sound
Cameras
Talent
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TV Commercial Production
Production: The Shoot
PostproductionPreproduction
Editing
Mixing
Prints
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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
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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
