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APR 221 Week 9 Notes

by: Kate Steiner

APR 221 Week 9 Notes 211

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Kate Steiner
GPA 3.3

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About this Document

Notes from 3/29/16 and 3/31/16
Intro to Advertising
Dr. Joseph Phelps
Class Notes
APR, 221, Phelps
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This 3 page Class Notes was uploaded by Kate Steiner on Friday April 1, 2016. The Class Notes belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 15 views.


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Date Created: 04/01/16
3/29/16 Transformational Advertising  Advertising that connects the emotions felt while watching the ad with the brand so that the consumer experiences the same emotions when the product is used. An Ad must: 1. Gain attention 2. Create interest 3. Establish credibility 4. Create and/or Increase Desire 5. Call for action Key elements in Print Advertising  Visuals  Headline  Subhead  Body Copy Types of Headlines  Benefit headlines  Provocative headlines  News/information headlines  Question headline  Command headline Major Functions of Headlines  Attract Attention  Select the reader  Lead the reader into Body copy  Can present the Selling idea Key elements in Print Advertising  Visuals— Function of Visual o Capture the readers attention o Help communicate the big idea o Pull the reader into the headline and text o Help to make the ad believable   Headline—Types of headlines o Benefit Headline: telling consumers what they are promising you o Provocative headline: provoke thoughts o News/Information headline: asks question to pull you in o Command headline: grabs attention with a command o Major Function of headlines:   attract attention   select the reader  lead the reader into body copy  can present the selling idea  Subhead o Secondary headline that typically serves at least one of the following purposes:  Communicate a key sales point  Reinforce the headline Basic elements in the construction of Body copy 1. Lead-in paragraph: serves as a bridge or transition 2. Interior Paragraphs: providing the info; building desire 3. Trial Close: call to Action the 1 time) 4. Close Common Pitfalls in Writing Copy 1. Obfuscation (to make confusing), make sure to write appropriately for particular audience 2. Filibustering, make sure to communicate the point and then stop 3. Cliché/Triteness, give a cliché twist or be original 4. ME-ME-ME, do not talk about the person creating the ad Typography: the art of selecting and setting type  When selecting type, you must consider: o Readability o Appropriateness o Harmony/Appearance o Emphasis  5 major font groups o Roman, Sans Serif, Square Serif, Script, Ornamental  Measuring Type o Points: measure the height of the type o Picas: measure the width of the type o Leading: the space between the lines of type Functions of the visuals  Capture the reader’s attention  Help to communicate the big idea  Pull reader into the headline and text  Help make the ad believable ______________________________________________________________________________________ 3/31/16 Pulling it all together  Developing a layout that works Layouts serve 2 functions  Mechanical function  Symbolic function Qualities of a Unified layout  Balance- Formal vs. Informal Balance o Formal: Stable to the eye; symmetrical o Informal: asymmetrical; still balanced  Eye movement o Balance o Gaze Motion o Pointing Devices o Size o Gutters of White Space  Proportion  Contrast  White Space  Clarity and Simplicity Video Tactics Ways that Visuals Can Communicate the message  Narration  Demonstration  Symbolism Effective TV Commercials 1. TV is a visual medium. Let the pictures tell the story 2. Look for that one frame-the KEY VISUAL-that sums up the intended message 3. Grab the viewer’s attention in the first few seconds. Attention to TV commercials does not build 4. Never make the viewer do a lot of mental work. The message must be uncomplicated and single-minded 5. Have a “moment of affirmation”-show that the product has a payoff 6. Every word must work. Be specific and avoid talky scripts. Production—Process  Preproduction o Selecting of a director o Choosing a production company o Bidding o Cost estimation and timing  Set construction  Location  Agency and client approvals  Casting  Preproduction meeting  Production  Location versus set shoots  Night/weekend shoots  Postproduction  Editing  Processing  Audio/Video mixing  Client approval  Release/shipping  Rough cut: the ad has been edited so that the scenes flow smoothly but the sound effects, narration, etc. is not included yet, all the visuals; no sound  Answer Print: the final commercial that will be shown to the advertiser for her/his approval Exam 3 Review  Worth 100 points  Material covered includes, budgeting, message strategy, message tactics, and a little tiny bit of production  ***Creative Work Plan***


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