Chapter 9 CREATIVE ASPECTS OF ADVERTISING Advertising and
- Slides: 13
Chapter = 9 CREATIVE ASPECTS OF ADVERTISING
Advertising and Creativity
• Creative design process • Steps in Creative design process
Copy Writing
Advertising Copy Ad copy is defined as “written or spoken material in it, including headlines, main body, sub-heads, Pictures, captions, slogans, information about brand name, trademarks, prices, coupons, claims, advertiser’s name , address, logo, phone numbers, website etc.
Requisites of effective Ad- Copy strategy 1. 2. 3. 4. 5. 6. 7. 8. 9. Attractive Interesting Retention value Suggestive Creative Educative Believable Appropriate appeal Miscellaneous characteristics
Types of advertisement copy 1. Descriptive copy 2. Questioning copy 3. Comparative copy 4. Announcement copy 5. Institutional copy 6. Topical copy 7. Personality copy 8. Technical copy 9. Reason-why copy 10. Dramatisation copy 11. Prestige copy 12. Reminder ad-copy 13. Teaser ad copy 14. Animation ad copy 15. Other types of ad-copy
Message • • Meaning of message Message content Message format Message source
Advertising Appeal • • Rational Appeal Emotional Appeal Combining rational and emotional Appeal Moral Appeal
Lay-out of print ad copy • Meaning of Layout • Essentials of print ad-copy
Broadcast advertising copy • Radio ad copy • Television ad copy
Internet ad copy
Elements of print Ad copy • • • Headlines Sub-heads Illustration Slogan Text or body- copy Blurbs Boxes or panels Identification mark Closing idea
