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Creative Process in Advertising

Creative Process in Advertising

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Amit Kumar
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154 views38 pages

Creative Process in Advertising

Creative Process in Advertising

Uploaded by

Amit Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CREATIVE PROCESS IN ADVERTISING

Prepared By:
Pawan Joshi

Creative
Techniques

Copywriter: writes
ad message

It is a method by which the


copywriter and art director
work together to find
creative ways to deliver the
message that has the
greatest appeal to the target
audience.

Art director:
oversees the
overall design of
the ad

Lateral
Thinking

Brainstorming

Creative
Techniques

Free
Association

Synectics

FREE ASSOCIATION

-forming association networks of things

-focuses on key word

-things associated are identified and described

LATERAL THINKING
Lateral thinking is solving problems through
an indirect and creative approach, using reasoning that is
not immediately obvious and involving ideas that may not
be obtainable by using only traditional step-by-step logic.
The term was coined in 1967 by Edward de Bono.
-concerned with creative ad development
-analyzes ad problems in multiple ways

SYNECTICS

-focuses on unrelated topic

-uses techniques of drawing analogy

-based on concept of problems solving

BRAINSTORMING

-pooling ideas from a group of experts

-criticism free idea generation

-best idea is selected from various

VISUALIZATION

The process of conceiving an advertising, giving it


shape, and designing the layout of the copy
Visualization is a mental process in which the creative
team led by the art director and copywriter determines
the arrangements of various ad elements in
advertisement
Creative Visualizer: A creative visualizer involves in
creating, developing and designing the message of ad
copy

VISUALIZATION PROCESS
Preparation
Ideation
Incubation
Illumination
Verification

QUALITIES OF A GOOD VISUALIZER


Visionary
Natural Curiosity
Innovativeness
Patience
Language Competence
Team-Player

PRINT COPY DEVELOPMENT PROCESS


Creative Briefs
Adcepts
Thumbnails
Roughs or Visuals
Comprehensives
Copy with Artwork
Final Copy

TYPES OF PRINT COPY


Scientific Copy: Provides the technical specifications of the
product

Descriptive Copy: Describes the product attributes in


non-technical language

Narrative
copy: it is
built around a
fictional story
that tells a
story as how
a person
faced a
problem and
how the use
of the product
solved the
problem.

Humorous
Copy: it uses
common humor,
particularly
slap-stickcomedy to
communicate
the message.

Colloquial Copy:
It uses common
mans dialogue
to convey the ad
message.

Topical Copy:
Describes the
product in
relations to some
events like Sports,
political, cultural
etc.

Endorsement Copy:
It is presented with
the product or
service endorsement
of some popular
celebrity such as film
stars, sports person,
doctors, engineers
etc.

Questioning Copy:
It forwards several
questions to the
viewer without
providing any
answers to the
questions.

Prestige Copy:
It uses very few
words and
creates the
prestige image
of the product
through
pictures and
atmospherics.

Explanatory Copy:
it provides several
reasons for the
purchase of
product or service.
Each feature is
presented with
associated benefit.

Wordless Copy:
It uses only
picture of the
advertised
brand with the
company name
and logo.

Apple Inc.

Musical Copy: It
is based on
various musical
themes. The
message in
converted in to
some song
format and
presented along
a folk or popular
tune.

Institutional Copy:
It is not to sell the
products and
services but
designed to build
the image of the
advertiser.

Human Interest Copy:


It aims to influence
audiences emotions
and feelings rather
than their rationality
and logic.

COMPONENTS OF PRINT COPY


Headline: It is the most important part of the copy
designed to catch viewers attention and create interest
in the advertisement. Headline should be:
Unique
Concise
Crisp
Provocative

Sub-Headings:
Smaller in font size than headings.
Make the ad interesting to read and also further
endorse the headline
Emphasize USP

Body Copy: It presents the description of the product in


words and pictures. The worded description is known
as body text and the visual part as illustrations.
Body Text: It is the matter or the main wording printed
in smaller font size. It provides written justification to
the headline. It explains product/service features. It can
be:
Emotive
Hard-selling
Informative
Narrative
Prestige
Picture

Illustrations: They are the pictorial presentation of the


product of its user in the ad copy and may be in the
form of drawings or actual pictures. it catches the
viewers attention, creates desires to own the product,
and makes the print ad more interesting. It should be:
Simple
Interesting
Suggestive
Relevant

Slogan: It is a short phrase that communicate


descriptive or persuasive information about the brands.
They are very catchy designed for people to identify
products and services.
Nike: Just do it
Samsung: Technology that works for Life

Signatures: Logos, Symbols and Address:


Logos and symbols provide visual identity to the
company

REQUISITES OF A GOOD ADVERTISEMENT COPY

Personal
Simplicity
Brevity
Clarity
Audience Focus
Uniqueness
Interesting
Honesty
Flow of Ideas

AD LAYOUT
It is mainly concerned with the arrangement of the
various elements of the ad copy in such way that each
element receives proper emphasis and the ad copy is
effective.

Functions of Layout
Determine Proportion:
-Determine proportion of element, white and covered
space
-Determine font size, type face, and picture position
Unified Presentation of Message:
-For effectiveness in ad copy
-Various elements combine to present intended
message

Make Ad Attractive:
Proper use of background, border, color to provide
external attractive in ad copy
Ad should be attractive and interesting enough to be
read or viewed.

Principles of a Good Layout


Law of Unity:
-Ad elements to be unite as a whole i.e. Oneness
-Bring cohesiveness and completeness in ad
Law of Variety:
-Ad should consist of change and contrast
-Ad should not be monotonous
Law of Balance:
- Ad should be well balance in optical terms
-Ad can be designed as asymmetrical and

Law of Rhythm:
Ad should follow principle of eye moment of audience
Concerned with gaze moment(S, O, Z and reverted )
Law of Harmony:
Ad shouldnt shave unnatural breaks, jerks, and
contrasts that break its harmony
Law of Proportion:
Ad layout should have proportion in terms of division
Elements should be placed in ratio of their importance

Law of Scale:
All the elements of ad should have equal visibility
factor.
The use of color in typefaces and picture should be
designed in such a way that it is appealing to the eye of
viewer.
Law of Emphasis:
Various elements of the ad should receive
proportionate emphasis
All emphasis is no emphasis

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