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ch 12 - advertising message An element of the creative mix...

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advertising message An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally. art The whole visual presentation of a commercial or advertisement—the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion art direction The act or process of managing the visual presentation of an ad or commercial. art director Along w/ graphic designers & production artists, determines how ad's verbal & visual symbols will fit together Artist role A role in the creative process that experiments & plays with a variety of approaches, looking for an original idea big idea The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen. brainstorming Process in which two or more people get together to generate new ideas; often a source of sudden inspiration communications media
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