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| The nonverbal aspect of an ad or commercial carries half the burden of communicating the big idea. In fact, the nonverbal message is inseparable from the verbal. Either can enhance the other or destroy it. Design refers to how the art director and graphic artist conceptually choose and structure the artistic elements that make up an ad's appearance or set its tone. For print advertising, the first work from the art department is a simple, undeveloped design of the ad's layout. The layout has several purposes: It shows where the parts of the ad are to be placed; it is an inexpensive way to explore creative ideas; it helps the creative team check the ad's psychological or symbolic function; and it serves as a blueprint for the production process. As advertising copy goes through the editing process, copywriters must be prepared for an inevitable (and sometimes lengthy) succession of edits and reedits from agency and client managers and legal departments. Copywriters must be more than creative; they must be patient, flexible, mature, and able to exercise great self-control. Several steps are used to develop an ad's design: thumbnail sketch, rough layout, and comprehensive layout. The mechanical is the final art ready for reproduction. Brochures and other multipage materials use a three-dimensional rough called a dummy. The computer has dramatically affected graphic design. Various PC software programs allow artists to paint and draw, make up pages, and manipulate images in ways that would not be possible manually. Every graphic designer must now be computer literate. In print advertising, the visual has a great deal of responsibility for an ad's success. The picture may be used to capture the reader's attention, identify the subject of the ad, create a favorable impression, or serve a host of other functions. The two basic devices for illustrating an ad are photos and drawings. Photography can contribute realism; a feeling of immediacy; a feeling of live action; the special enhancement of mood, beauty, and sensitivity; and speed, flexibility, and economy. Drawn illustrations do many of these things, too, and may be used if the artist feels they can achieve greater impact than photos. The chief focus for visuals may be the product in a variety of settings, a user benefit, a humorous situation, a testimonial, or even some negative appeal. The key format elements for writing print ads are headlines, subheads, body copy, slogans, seals, logos, and signatures. Many headline types and copy styles are used in print advertising. There are five basic types of advertising headlines: benefit, provocative, news/information, question, and command. Copy styles also fall into several categories: straight sell, institutional, narrative, dialogue/monologue, picture caption, and device. The creative pyramid and the format elements come together in creating effective print ads. The headline carries the attention step, the subhead and lead-in paragraph hold the interest step, and the interior paragraphs, trial close, and close of body copy contain the credibility and desire steps. The action step takes place with the last line of copy or with the logo, slogan, and signature block. In electronic media, copy is normally spoken dialogue that is prepared using a script; it is referred to as the audio portion of the commercial. The copy may be delivered as a voice-over by an unseen announcer or on camera by an announcer, spokesperson, or actor. Radio commercials must be intrusive to catch and hold the attention of people who are usually doing something else. Radio copy must be more conversational than print copy and should paint word pictures for listeners to see in their mind's eye. Television copywriters use scripts and storyboards to communicate the verbal and nonverbal ideas of a commercial. When writing TV ads, the creative team must strive for credibility, relevance, and consistency in tone. While TV commercials should be entertaining, the entertainment should not interfere with the selling message. In radio and TV advertising, art plays an important role. Art includes concept development, character definition, set and scene design, costuming, lighting, scripting, camera angles—everything having to do with the visual value of the commercial. Common formats for radio and TV commercials include straight announcement, presenter, testimonial, demonstration, musical, slice of life, lifestyle, and animation. The art director works with a writer to develop the artistic qualities of the big idea, the format, and the storyboard. The storyboard, the basic rough design of a TV commercial, contains sketches of the scenes along with the script. To supplement the storyboard and pretest a commercial, ananimatic may be used. When creating ads for international markets, advertisers must consider the variations in language and the legal restrictions imposed by foreign governments or cultures. Art direction for international markets requires an in-depth knowledge of the foreign culture. Even if the verbal message translates well, the icons and images may not. |