CREATIVE ASPECTS OF ADVERTISING

Chapter = 9

Advertising and Creativity

•Creative design process

• Steps in Creative design process

Copy Writing

Advertising Copy

Ad copy is defined as “written or spoken material in it, including headlines, main body, sub-heads, Pictures, captions, slogans, information about brand name, trademarks, prices, coupons, claims, advertiser’s name , address, logo, phone numbers, website etc.

Requisites of effective Ad- Copy strategy

1. Attractive2. Interesting3. Retention value 4. Suggestive5. Creative6. Educative 7. Believable8. Appropriate appeal9. Miscellaneous characteristics

Types of advertisement copy1. Descriptive copy2. Questioning copy3. Comparative copy4. Announcement copy5. Institutional copy6. Topical copy7. Personality copy8. Technical copy9. Reason-why copy10. Dramatisation copy11. Prestige copy12. Reminder ad-copy13. Teaser ad copy14. Animation ad copy15. Other types of ad-copy

Message

• Meaning of message• Message content• Message format• Message source

Advertising Appeal

• Rational Appeal• Emotional Appeal• Combining rational and emotional Appeal• Moral Appeal

Lay-out of print ad copy

• Meaning of Layout• Essentials of print ad-copy

Broadcast advertising copy

• Radio ad copy• Television ad copy

Internet ad copy

Elements of print Ad copy• Headlines• Sub-heads• Illustration • Slogan• Text or body- copy• Blurbs• Boxes or panels• Identification mark• Closing idea