AdvertisingAdvertising

Construction of AdvertisementConstruction of Advertisement

Steps in translating Advertising Steps in translating Advertising message into Copymessage into Copy

1.1. Visualization: In the most simple words, it is Visualization: In the most simple words, it is the process of designing the advertisement. It the process of designing the advertisement. It is the mental process where visualize sees is the mental process where visualize sees through the mind’s eye and the end product of through the mind’s eye and the end product of this process is the layout.this process is the layout.

2.2. Layout: it is the end product of the Layout: it is the end product of the Visualization where all the elements of the Visualization where all the elements of the advertisement like diagram, graphics or words advertisement like diagram, graphics or words are arranged in their desired place. are arranged in their desired place.

3. A visualiser decides about the inclusion 3. A visualiser decides about the inclusion of different elements at the beginning of of different elements at the beginning of his work. His mind will have the his work. His mind will have the Questions like: Where my advertisement Questions like: Where my advertisement will have a headline?will have a headline?

Where there will be a sub headline?Where there will be a sub headline?Whether there would be a body copy?Whether there would be a body copy?Whether to have an illustration or a Whether to have an illustration or a

photograph?photograph?Whether to include slogan etc?Whether to include slogan etc?

Thinking process the advetiser is now visulating

Elements of the advertisement Elements of the advertisement which visualizer will visualizewhich visualizer will visualize

To begin with the visualiser foresees To begin with the visualiser foresees how all these elements will be appearing how all these elements will be appearing in the copy. The basic elements with in the copy. The basic elements with which a visualizer works are:which a visualizer works are:

i.i. Headline, sub-headsHeadline, sub-heads

ii.ii. The body copyThe body copy

iii.iii. The illustrationThe illustration

iv.iv. Logo,signatureLogo,signature

There may be other elements which might be There may be other elements which might be seen in the ads are:seen in the ads are:

1.1. SlogansSlogans2.2. CouponsCoupons3.3. PricePrice4.4. PackagePackage5.5. Seal of approvalSeal of approval6.6. BorderBorder7.7. Quality marks etc.Quality marks etc.

Process of VisualizationProcess of Visualization

1. This work is shared by the copywriter and 1. This work is shared by the copywriter and creative director of visualisation. At the creative director of visualisation. At the commencement of their work they become commencement of their work they become intimate (known to) with the copy. They decide intimate (known to) with the copy. They decide whether product should be featured, what they whether product should be featured, what they would be doing; will there be a background? would be doing; will there be a background? Which type? Should photos be used? Or line Which type? Should photos be used? Or line illustration or sketches? How large the headline illustration or sketches? How large the headline would be? What components should make the would be? What components should make the final copy: product? The address and name of final copy: product? The address and name of the company? The picture? the company? The picture?

2. Once he became clear about the components or 2. Once he became clear about the components or elements he will include, he foresees their elements he will include, he foresees their relevance to each other, to one another. How relevance to each other, to one another. How they would be placed in the copy? How the final they would be placed in the copy? How the final product (advertisement copy) will look like? product (advertisement copy) will look like?

3. It is a mental process of creating mental image 3. It is a mental process of creating mental image of well balanced whole made up of balanced of well balanced whole made up of balanced elements. When a rough sketches of the various elements. When a rough sketches of the various alternatives are drawn on the paper it is called alternatives are drawn on the paper it is called ThumbnailThumbnail..

Thumbnail: when all the elements of the Thumbnail: when all the elements of the advertisement in advertisement copy are advertisement in advertisement copy are arranged together to make a layout is called arranged together to make a layout is called thumbnail, the elements can be arranged in thumbnail, the elements can be arranged in different orders or in different places according different orders or in different places according to the choice or the visualization of the copy to the choice or the visualization of the copy writer. The elements can be arranged differently writer. The elements can be arranged differently every time on the same thumbnail so that one every time on the same thumbnail so that one can know the blue print of the advertisement and can know the blue print of the advertisement and how will it look with the different arrangements of how will it look with the different arrangements of the elements on the same thumbnail.the elements on the same thumbnail.

Example of thumbnailExample of thumbnail

While making a thumbnail the visualiser While making a thumbnail the visualiser has to keep in mind the space available, has to keep in mind the space available, the type of the paper on which the type of the paper on which advertisement will be printed, whether it is advertisement will be printed, whether it is black and white or colour advertisement, black and white or colour advertisement, the printing technology employed etc. For the printing technology employed etc. For example: use of dark and bright colours in example: use of dark and bright colours in the background of the adv. And the paper the background of the adv. And the paper used in the printing is the local newsprint.used in the printing is the local newsprint.

Transformation from Visualization to LayoutTransformation from Visualization to Layout

Layout: It is the outline of the advertisement Layout: It is the outline of the advertisement copy which include the written material as well copy which include the written material as well as the other elements of the advertisement like as the other elements of the advertisement like the graphic, headline, sub headlines, the graphic, headline, sub headlines, illustrations, name of the company, logo, any illustrations, name of the company, logo, any slogan etc. The layout shows that where these slogan etc. The layout shows that where these elements will be placed in an advertisement and elements will be placed in an advertisement and how they will be placed.how they will be placed.

It works as the blue print of the advertisement It works as the blue print of the advertisement and also defines the relationship between the and also defines the relationship between the different elements.different elements.

The paper work which has been started at The paper work which has been started at the time of the thumbnail is the starting the time of the thumbnail is the starting point of the process of layout.point of the process of layout.

Once a visualizer exercises himself Once a visualizer exercises himself mentally and puts his pencil to paper, the mentally and puts his pencil to paper, the shape of the layout begins to emerge. It is shape of the layout begins to emerge. It is the smooth transition point and in this the smooth transition point and in this phase we are moving from the abstract phase we are moving from the abstract idea to concrete shapes. idea to concrete shapes.

Each element is assigned a place and space Each element is assigned a place and space depending upon its overall significance, that depending upon its overall significance, that means each element is positioned. There is means each element is positioned. There is visual evidence on paper. The various visual evidence on paper. The various possibilities are drawn separately on the paper possibilities are drawn separately on the paper which are called as the which are called as the thumbnail sketchesthumbnail sketches..

They indicate the elements and their positions in They indicate the elements and their positions in the ad copy. Many thumbnails when made they the ad copy. Many thumbnails when made they give us the ides which one or more will best suit give us the ides which one or more will best suit us.us.

Thumbnail to RoughsThumbnail to Roughs When many thumbnails are made and every When many thumbnails are made and every

possibility are known, we may decide that which possibility are known, we may decide that which one is best suiting us while keeping in mind the one is best suiting us while keeping in mind the various complications like: size of the various complications like: size of the advertisement, paper on which ad will be made, advertisement, paper on which ad will be made, the size of the headline etc. and we decide one the size of the headline etc. and we decide one thumbnail best suits the requirement of the thumbnail best suits the requirement of the advertisement, that particular thumbnail is then advertisement, that particular thumbnail is then made into the larger sizes which is called made into the larger sizes which is called Roughs or visualsRoughs or visuals. These are made in actual . These are made in actual advertisement size. As the copy matter only the advertisement size. As the copy matter only the rough lines are made. rough lines are made.

Roughs give an exacts idea about the Roughs give an exacts idea about the proportions and placement of the proportions and placement of the elements.elements.

Rough to ComprehensiveRough to Comprehensive

Comprehensive are more finished form of Comprehensive are more finished form of roughs. The body copy is pasted. Headline roughs. The body copy is pasted. Headline lettering is done carefully. Photos and lettering is done carefully. Photos and illustrations (actual) are used.illustrations (actual) are used.

Comprehensive comes very closer to Comprehensive comes very closer to actual art work, which gives a finished adv. actual art work, which gives a finished adv. Complete with printer instructions from Complete with printer instructions from which the plated, the electrotypes are which the plated, the electrotypes are made.made.

Journey from Visualization to final Journey from Visualization to final CopyCopy