What is Advertising Design ?
Once creative strategy, appeals, and execution styles have been decided, it is time to create the actual advertisement.
The three basic components of a Print ad are the headline, body copy, and visual or illustrations. The headline and body copy portions of the advertisement are the responsibility of the copywriters, while artists, often working under the direction of an art director-are responsible for the visual presentation of the ad. Artists also work with copywriters to develop a layout. The layout involves the arrangement of the various components of the ad, such as headlines, subheads, body copy, and taglines. The tagline is a memorable saying or slogan that conveys a selling message.
Television copy consists of, two elements- the audio and the visual. The video (visual elements) is what the viewer sees on the television screen. The visual generally dominates the commercial so it must attract the viewer’s attention and communicate a key idea, message, and/or image. The audio includes such elements as voices, music, and sound effects. Broadcast commercials are demanding to make and they must be credible and relevant. Research shows that the following techniques work best: the opening should be short, compelling attention getter, demonstrations should be interesting and believable; the content should be ethical, in good taste, and entertaining; and the general structure of the commercial and copy should be simple and easy to follow.
Radio copy presents a particular challenge to advertisers and their agencies because it lacks the visual aspects of both print and television. Successful radio spots usually enable listeners to visualize the product or something related to it. For this reason, radio advertising is often referred to as ‘theater of the mind’.
One of the most challenging aspects of writing for radio is making the script fit the time slot. The copywriter should read the script out loud for timing. With electronic compression, recorded radio advertisements can now include 10 to 30 percent more copy than text read live.
To appear professional and to be easy to produce, copy must adhere to the appropriate industry format. All copy begins with the name of the advertisers in the upper left-hand corner. The size of the print ad or length of the broadcast script followed by identification of the medium to be used appears on the second line. The name given to the advertisement appears on the third line. Often a series of advertisements are created for a specific advertising campaign. In this case, all the ads created for the campaign may have one name, which unifies the series.Tagged with: advertisement design • advertising design • canada advertising • creative advertisement design • creative advertising • usa advertising