Television & print ad -creation process
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This document discusses creative tactics for print and television advertising. For print advertising, it outlines the basic components of a print ad including the headline, body copy, and visual elements brought together through layout. It describes different types of headlines and uses of subheads and body copy. For television advertising, it identifies the video, audio, and music as key components, and their roles in communicating the advertiser's message.
Television & print ad -creation process
- 1. Television & Print Ad Prepared By Nijaz N
- 2. Print media 2 • Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards • Print provides more detailed information, rich imagery, and a longer message life • Mainly : 1. Newspaper 2. Magazine
- 3. 8 - 3 Creative tactics for print advertising • There are three basic components of a print ad 1. The headline, 2. Body copy, and 3. The visual elements or illustrations. These elements are brought together through a layout.
- 4. Creative Tactics for print advertising 1. HEADLINES The headline refers to the words in the leading position of the advertisement Likely to be read first or are positioned to draw the most attention. The most important function of a headline is to attract the readers’ attention and make them interested in the remainder of the advertising message. There are various types of headlines including: • Direct headlines – straightforward and informative in terms of the message presented. • Indirect headlines—provoke curiosity and intrigue by using questions, challenges, provocations, and other methods
- 5. Creative Tactics for print advertising 2. SUBHEADS These subheads usually appear in a smaller type size than the main headline and are generally larger the type size used for the body copy. They are used to break-up or section off large amount of body copy and highlight key sales points in the ad. 3. BODY COPY The main text portion of a print ad is referred to as the body copy. Body copy content depends on the type of advertising appeal and/or execution style being used.
- 6. Creative Tactics for print advertising 4. VISUAL ELEMENTS Visual components often dominate print advertising and play a very important role in determining effectiveness. 5. LAYOUT A layout refers to the physical arrangement of the various parts of the ad including the headline, subheads, illustrations, body copy and any identifying marks.
- 7. 8 - 7 Creative tactics for television advertising • Television commercials have several components which must work together to create the right impact and communicate the advertiser's message. 1. VIDEO • The video or visual elements are what is seen on the television screen. • The main focus of the visual such as the product, the presenter, action sequences, lighting graphics, colour and other factors.
- 8. 8 - 8 Creative tactics for television advertising 2. AUDIO • The audio portion of a commercial includes several elements such as voice, music and sound effects. • A common method for presenting the audio portion of a commercial is through a voice-over whereby the message is delivered or action on the screen is narrated by the voice of an announcer who is not visible. • A trend among major advertisers is to hire celebrities with distinctive voices to do the voiceovers for their commercials.
- 9. 8 - 9 Creative tactics for television advertising 3. MUSIC A very important part of many television commercials is music which plays various roles and functions such as providing a pleasant background or helping create the appropriate mood or setting. Musical element in both television and radio commercials is jingles, which are catchy songs about a product or service that usually carry the advertising theme and a simple message