TO PRESENT THE ROLE of art and copy—the nonverbal and verbal elements of message strategy—in print, radio, and television advertising. Artists and copywriters include a variety of specialists who follow specific procedures for conceptualizing, designing, writing, and producing advertising materials. To be successful, advertising people must be conversant with the copywriting and commercial art terms and formats used in the business. They must also develop an aesthetic sensitivity so they can recognize, create, evaluate, or recommend quality work.
After studying this chapter, you will be able to:
Describe the roles of the various types of artists in the advertising business.
Explain the use of advertising layouts and the steps in creating them.
Oultine the creative approval process.
Explain the role of the copywriter in relation to other members of the creative team.
Describe the format elements of an ad and discuss how they relate to the objectives of advertising copywriting.
Identify the art director's role in radio commercials.
Debate the advantages and disadvantages of the different types of television commercials.
