Arens|Schaefer|Weigold
Chapter Nine
Creative Execution: Art and Copy
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Learning Objectives
• Describe the factors involved in
creating print ads
• Explain the types of copy and how great
copy is created in print ads
• Outline how great copy is created in
electronic ads
9-2
Learning Objectives
• Discuss the role of art in electronic ads
• Review the unique requirements in
writing for the Web
• Differentiate the important print and
broadcast production methods
9-3
Poster-Style Format
• Employs a single, dominant visual that
occupies between 60 and 70 percent of
an advertisement’s total area
• Known as picture-window layout and
Ayer No.1
9-4
Principles of Design
Must be in balance
Space within the ad must be broken up into pleasing
proportions
Must have a directional pattern providing a sequence to read
Must hold the ad together and give it unity
One element of the ad must have emphasis to dominate all
others
9-5
Visuals in Print Advertising
• All of the picture elements that are
placed into an advertisement
– Capture the reader’s attention and identify
the brand
– Clarify claims made by the copy
– Qualify readers
– Emphasize the product’s unique features
– Create a favorable impression of the
product or advertiser
– Provide continuity for the campaign
9-6
Headlines
• Words in the leading position of an ad
• Types
– Benefit and news/information headline
– Provocative and question headline
– Command headline
• Subhead – Secondary headlines
– Kickers: Appear above the headline
– Underlines - Appear below the headline
9-7
Body Copy
• Text of an ad that tells the complete
story and attempts to close the sale
• Styles
– Straight-sell copy
– Institutional copy
– Narrative copy
– Dialogue/ monologue copy
– Picture-caption copy
– Device copy
9-8
Slogans
• Standard company statements for
advertisements, salespeople, and
company employees
– Called taglines or themelines
• Originate from successful headlines
• Provide continuity for a campaign
• Reduce a key theme or idea to a brief
memorable positioning statement
9-9
Seals, Logotypes, and
Signatures
Seal
• Certification mark offered by certain institutions when a
product meets standards established by them
Logotypes
• Special design of the advertiser’s name that appears in all
advertisements
Signatures
• Product or company’s primary graphic identity
9-10
Creating Copy in Electronic
Media
• Script: Format for radio and television
copywriting resembling a two-column
list showing dialogue and/or visuals
• Sound effects (SFX): Sounds other than
music or dialogue used in radio and
television
• Audio: Sound portion of a commercial
and the right column of a script
9-11
Writing Radio Copy
• Advertising message must be catchy,
interesting, and unforgettable
• Radio copy must be intrusive to attract
and to hold attention
• Script must fit the time slot
• Writing should be clearer than any
other kind of copywriting
9-12
Writing Television Copy
• Script - Left side is titled video and the
right side audio
• Video column - Visuals and production
• Audio column - Spoken copy, sound
effects, and music
• Ads must be believable and relevant
9-13
Formats for Radio and
TV Commercials
Integrated
commercial
Presenter
commercial
Testimonial
Demonstration
Musical
commercials
or jingles
Slice of life
Lifestyle
technique
Animation
Straight
announcement
9-14
Writing for the Web
• Company web sites
– Effectively designed Web sites help visitors
find information quickly and efficiently
• Banner ads
– Bring Internet users to a Web site other
than the one they intended to visit
• Viral ads
– Rely on Internet users to spread messages
to others, so must be highly entertaining
9-15