Chapter 9 - Creative execution: Art and copy. After completing this chapter, students will be able to: 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,. | Chapter Nine Creative Execution: Art and Copy Arens|Schaefer|Weigold 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 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 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 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 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 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 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 Slogans Standard company statements for advertisements, salespeople, and company employees Called taglines or themelines Originate from successful headlines Provide . | Chapter Nine Creative Execution: Art and Copy Arens|Schaefer|Weigold 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 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 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 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 .
