Prepared By: Pawan Joshi

CREATIVE PROCESS IN ADVERTISING

CreativeTechniques

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.

Copywriter: writes ad message

Art director: oversees

the overall design of the ad

Creative

Techniques

LateralThinking

Brainstorming

FreeAssociat

ionSynectic

s

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 PROCESSPreparationIdeationIncubationIlluminationVerification

QUALITIES OF A GOOD VISUALIZER

VisionaryNatural CuriosityInnovativenessPatienceLanguage CompetenceTeam-Player

PRINT COPY DEVELOPMENT PROCESSCreative BriefsAdceptsThumbnailsRoughs or VisualsComprehensivesCopy with ArtworkFinal Copy

TYPES OF PRINT COPYScientific 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-stick-comedy’ to communicate the message.

Colloquial Copy: It uses common man’s 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 viewer’s 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 viewer’s 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 LAYOUTIt 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 LayoutLaw 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 monotonousLaw 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 shouldn’t 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”