ADV3000-2

ADV3000

TEST 2

07/05/2007

Topic: Copywriting

Copywriting—all the words used in an ad.

1. The components of the copy and layout of an advertisement.

Headline, subhead, tag line, captions (words used under the picture), words in logo (visual design+logo), dialogue (with narrator, any words you see in a copy, fine print copy)

2. The tasks of a headline.

The task of a headline is to grab attention

i. Direct headline—straight forward, usually doesn’t lead to read to ad, make consumer remember two things: product name and the benefit.

ii. Indirect headline—through curiosity creates interest in the rest of the story. Doesn’t reveal the details

3. The tasks of a tag line and the guidelines that can assist in producing tag lines that will accomplish these tasks.

i. tag line=slogan—gets attention and provides a link, stimulates brand positioning: “Just do it”.

4. The guidelines for writing body copy, and the components of body copy.

Body copy—main paragraph

i. lead paragraph—ties to head line (has relationship with a headline), transition to body copy-serves as a bridge

ii. Final paragraph—call to action-you want to do something like change behavior, perception etc.

Writing a copy

i. when you write a copy you need to remember about the benefit to the reader. Offer :solution, point of view and stay focused (one point only)

ii. write to one person-an ad has to have individual basis: psychographic profiles (remember those are expensive)—they are more important than demographic profiles.

iii. Involve the reader by presenting unexpected

iv. Credibility—esp. important when dealing with fact-reputation of the company

v. Writing style—write clearly, jargon and slang come in play, depend who you are directing in to, it is relationship building, has conversational style and needs to be personal (sometimes more formal)

Topic: Print Production

Print production is like a puzzle. One piece on its own means nothing but the all the pieces together have a great meaning.

1. The contents and tasks of illustrations.

i. Product alone is the least likely to see unless it is a product like diamonds.

ii. Product in use—used more often

iii. Creation of image and mood—use emotion, help imagine

iv. Charts, tables, graphs- you use when you need to present detailed info

v. Dramatization of product feature—if something is abstract like speed, audio equipment

2. Basic principles of design and how these can be used to develop effective illustrations.

i. balance from visual stand point

equality of weight distributed: horizontal and vertical.

ii. focal point (unbalance to lead through the ad)—it is a single element that draws the reader into an ad.

iii. Only one focal point through an ad otherwise it will create chaos

iv. Eye movement—the manner in which eye reads the ad; upper left to lower left. What is important is at the end. Creates the letter “Z”

v. Gaze motion—breaks the natural eye movement. Used when you don’t want a natural eye movement. It is created by layout that breaks the eye movement by: limbs, eyes, structure (physical)

vi. Unity—within an ad and campaign

3. Types of layout, and their uses in different advertising situations.

i. Picture window (standard) is useful when you want both: illustration and body copy: consists of visual, headline (below the illustration) and body copy. Used when there is extensive copy and large illustrations

ii. Poster—bold visual—creates mood, image, feeling for the brand. The atmosphere sells the product (alcohol, fragrances). Used when there is a very limited copy. It’s not about selling copy points

iii. Copy heave—main element here is the copy. Little or no visual support, serious and involving topics. High involvement products where a reader is going to seek out the info



	ADV3000 ADV3000 TEST 2 07/05/2007 Topic: Copywriting Copywriting—all the words used in an ad. 1. The components of the copy and layout of an advertisement. Headline, subhead, tag line, captions (words used under the picture), words in logo (visual design+logo), dialogue (with narrator, any words you see in a copy, fine print copy) 2. The tasks of a headline. The task of a headline is to grab attention i. Direct headline—straight forward, usually doesn’t lead to read to ad, make consumer remember two things: product name and the benefit. ii. Indirect headline—through curiosity creates interest in the rest of the story. Doesn’t reveal the details 3. The tasks of a tag line and the guidelines that can assist in producing tag lines that will accomplish these tasks. i. tag line=slogan—gets attention and provides a link, stimulates brand positioning: “Just do it”. 4. The guidelines for writing body copy, and the components of body copy. Body copy—main paragraph i. lead paragraph—ties to head line (has relationship with a headline), transition to body copy-serves as a bridge ii. Final paragraph—call to action-you want to do something like change behavior, perception etc. Writing a copy i. when you write a copy you need to remember about the benefit to the reader. Offer :solution, point of view and stay focused (one point only) ii. write to one person-an ad has to have individual basis: psychographic profiles (remember those are expensive)—they are more important than demographic profiles. iii. Involve the reader by presenting unexpected iv. Credibility—esp. important when dealing with fact-reputation of the company v. Writing style—write clearly, jargon and slang come in play, depend who you are directing in to, it is relationship building, has conversational style and needs to be personal (sometimes more formal) Topic: Print Production Print production is like a puzzle. One piece on its own means nothing but the all the pieces together have a great meaning. 1. The contents and tasks of illustrations. i. Product alone is the least likely to see unless it is a product like diamonds. ii. Product in use—used more often iii. Creation of image and mood—use emotion, help imagine iv. Charts, tables, graphs- you use when you need to present detailed info v. Dramatization of product feature—if something is abstract like speed, audio equipment 2. Basic principles of design and how these can be used to develop effective illustrations. i. balance from visual stand point equality of weight distributed: horizontal and vertical. ii. focal point (unbalance to lead through the ad)—it is a single element that draws the reader into an ad. iii. Only one focal point through an ad otherwise it will create chaos iv. Eye movement—the manner in which eye reads the ad; upper left to lower left. What is important is at the end. Creates the letter “Z” v. Gaze motion—breaks the natural eye movement. Used when you don’t want a natural eye movement. It is created by layout that breaks the eye movement by: limbs, eyes, structure (physical) vi. Unity—within an ad and campaign 3. Types of layout, and their uses in different advertising situations. i. Picture window (standard) is useful when you want both: illustration and body copy: consists of visual, headline (below the illustration) and body copy. Used when there is extensive copy and large illustrations ii. Poster—bold visual—creates mood, image, feeling for the brand. The atmosphere sells the product (alcohol, fragrances). Used when there is a very limited copy. It’s not about selling copy points iii. Copy heave—main element here is the copy. Little or no visual support, serious and involving topics. High involvement products where a reader is going to seek out the info