JOUR 331, Week 6 Notes
JOUR 331, Week 6 Notes JOUR 331
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This 5 page Class Notes was uploaded by Lauren Notetaker on Thursday May 12, 2016. The Class Notes belongs to JOUR 331 at California Polytechnic State University San Luis Obispo taught by Ellen Curtis in Spring 2016. Since its upload, it has received 11 views. For similar materials see Contemporary Advertising in Journalism Core at California Polytechnic State University San Luis Obispo.
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Date Created: 05/12/16
JOUR 331-01 Ellen Curtis Week 6 Art Direction Crafting o Craft really means judgment o Craft can mean subtraction as well as addition. Craft means being appropriate. Craft means knowing when an extra detail can be added, when an extra layer of technique cannot. Craft is the watchdog of clarity. As an ad crafts person, you need to make 5 critical choices o 1 – Will you send a postcard? A postcard is a visually-led ad Postcards always have very few words – very, very few Postcards Dominant visuals, minimal copy. The logo came to life and branded the ads Hush Puppies Fiery Fries (looks like match) Minimalist art direction lets the mind latch on to a weird idea o The baguette was life-sized on the broadsheet page o 2 – Will you send a letter? A letter is always a copy-led ad There are two reasons to use a letter. When you’ve got a lot to say, and when you want to look like you have a lot to say Timberland: the copywriter wrote two thousand words for every Timberland ad. He wrote about things that people never used to write about boots. He pushed the conviction we had about the product Selling an expensive bottle of bourbon Selling a US $200,000 Japanese car to a country in love with Mercedes-Benz The longest print ad in the history advertising contains 11,000 words of body copy describing ever step of a grueling 96km road race o “Challenging to read? Try running it.” o Whatever you choose, they need to be single minded. It must be one or the other. Either the visual must dominate or the words must. o 3 – Will you have a bent headline with a straight picture? If the idea in the ad is being carried by the headline, it means the headline will contain a twist, a trick, a turn, a shock factor; it will be bent. Therefore, the accompanying visual must play a subservient or straight role o 4 – Will you have a straight headline with a bent picture? If the idea in the ad is being carried by some creative twist in the picture, the picture will be bent. Therefore, the headline must be absolutely straight. No puns, no wordplays, no embellishments. The words could even be taken from the product statement in the brief. o Avoid See Say You’re using words and pictures. What you don’t want to do is make the picture do what the words are doing, and the words do what the picture is doing If you are sending a letter, by definition, you must have a bent headline. The headline carries the idea which extends into the long copy If you are sending a postcard, you will have to make a conscious decision whether to bend the headline or the picture o All letters have bent headlines o Having a beautiful picture is not an idea. o A straight picture can always be liberated by a bent headline. o 5 – Will you use typography? A typographical ad communicates the idea solely by using typography. There are no other visuals whatsoever The two rules of the genre are simple. The headline or copy should be straight, the typography provides the bent picture Ex: thumbprint with text as lines for Levi’s A word or 500 about art direction o Art direction The number one requirement is for an ad to captivate the heart and soul of the reader. It’s not about page decoration When in doubt, leave a great idea alone. It’s all about simplicity Let the idea shine through Great art direction is about judgment, moving an idea in stages through a series of crafting decisions If print had music, it’d be typography Type sets the tone, conveys a personality About headlines and pictures o Which should come first, headline or picture? A bent picture will precede a straight headline. And a bent headline will generally precede a straight picture. But it is not formulaic. The formula is to determine which one is leading the idea, the headline or the visual When you should use illustration? o To disrupt a category o For larger than life communication o When emotion can’t be photographed o When the idea comes out of the product When should you use photography? o When you want to tell the truth Signs your art direction stinks o Gets in the way of the idea o No hierarchy of communication o Lacks balance o Uses elements that don’t support the idea o Don’t know where to look first o Idea is trapped in a typeface in which it doesn’t belong How to Craft Copy First let’s talk about headline copy The Fact: on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest Sometimes a headline will need to have key words Sometimes a headline will need to be of a certain character count o Twitter: 145 characters But all headlines have to stop the reader o GearWrench: It’ll make your job easier Types of bent headlines (not a complete list) o The list Olympus low light camera o The switchback o The unexpected Dove o The punch line Barbasol shaving cream o The testimonial o The word play “Meat the new burger” What to do once you get their attention o Close the sale with great copy o Remember: people read what they want to read Do’s and Don’ts of copywriting o Do Leverage AIDA AIDA: acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement o A – attention (awareness): attract the attention of the customer o I – interest of the customer o D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs o A – action: lead customers towards taking action and/or purchasing Develop your own style if it’s no style Develop the voice of the brand Know where you want to go before you get there What do you want the reader to know How do you want the reader to react What information do you need to accomplish A and B Imagine who you are talking to and write to them Make your copy snappy Make your copy quick, neat, clear with no fancy round-about-the-bushes and then stop. Your reader will bless you. Read your copy out loud to check its flow Make sure you are organized properly Make an outline Does one thought lead naturally into the next Take a sterile fact and turn it into something which adds dimension Revise for clarity Swap ambiguity for clear and simple Do your research Spit polish the style Replace all trite, clichéd, redundant, worn out figures of speech Change passive verbs to active ones Check sentence structure for variation Write consistently for the brand Check the mechanics Check spelling, grammar, punctuation, word usage Write the first bit of copy off the headline Eliminate all unnecessary material Go over every word and ask yourself, do I really need it? Write the last line of copy like a ribbon that wraps up the gift Remember 15 and 75 The 15 stands for the number of words per sentence. The 75 stands for using one syllable words 75% of the time. Tell the reader what to do next Cut this out and put it in bed next to your child Make your copy readable Length of line: ideal is 40 characters Size of type: never go below 10 point Spacing between lines Short paragraphs: 6-7 lines Subheads Hard to read type: big no-no Strain your eyes reading award journals containing great copy o Don’t Don’t be lazy There’s no shortcuts to great copy Copy Ad Assignment: EFFEN Vodka Bent headline, straight picture Body copy (100 words)