Marketing 3344 The Evolution from Words to Pictures Improved technology 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 Definition: The actual drawing, painting, photography, or computer-generated art in the ad. Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for the brand Size 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 PPT 13-5 5 Ad in Context Example Illustrations can place the brand in a social context. 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 The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement. Balance (Formal) PPT 13-9 9 Ad in Context Example Formal balance can create a very orderly look and feel. Balance (Informal) PPT 13-1111 Ad in Context Example Informal balance can create desired eye movement through an ad. Proportion Order PPT 13-14 14 Unity PPT 13-15 15 Emphasis Ad in Context Example Emphasis in an ad will lead the reader to focus on one layout element more than another. 1. Thumbnails 2. Rough layout 3. Comprehensive 4. Mechanicals Letterpress Offset lithography Gravure Flexography Electronic, laser, and inkjet Computer print production 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 instantaneously Persuasive content versus entertainment is a challenge Consumer generated content (CGC) is making its way into cyberspace (YouTube) 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 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 Use an attention-getting opening Emphasize the visual Coordinate the audio with the visual Persuade as well as entertain Show the product PPT 13-24 24 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 PPT 13-25 25 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 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 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 Videotape Film Digital Video (DV) Live Production Still Production Animation