Lecture Notes 3 - 11-617. Use HumorPeople tend to remember...

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Unformatted text preview: 11-617. Use HumorPeople tend to remember betterBasic TV Fact #6 Humor is a strong memory aidRisk: humor can get in the way, people remember the ad but not the brand~No correlation between entertainment and effectiveness~Vampire creativity: An advertising problem that occurs when an AD is so creative or entertaining that it overwhelms the brandProject 3: The elements of creative print adsHeadlines**A headline must grab attention = most important fact of headlinesoEX. Disney, BabyA headline must be relevantoNot Relevant: Rise and Shine- CitibankoRelevant: Protect your nest Egg CitibankA headline should coax the reader into the ad by either:oHolding something backoTelling a complete selling story at a glanceEX Bike ad if it were human theyd test it for steroidsEX outdoor ad- hate for sunsetsQ: How many words are best? oA: 8-10 best in terms of recall~5X more people read the headline than the body copy~NEVER USE REVERSE TYPEIllustrationIllustrations should support the selling point the advertiser wants to communicateoMust be relevantIllustrations should form a complementary relationship with a headlineoEX. Direct ExpressoBe Don Juan, Not Don NottsQ: does it matter we dont know? NO we arent targeted**Illustrations must have story appeal Most ImportantoStory Appeal:Show people feeling goodThe aesthetic quality of photoNational Geographic: build around story appealoPhotos with story appeal raise questions in readers mindReaders relate to sceneIncrease impact by using a visual puzzleoHardwired as humans to solve puzzlesoPuzzles stimulates a pleasure rush~Luke Sullivan: Find a photo with story appeal that expresses what you want to conveyFamily Life- life is short, childhood is shorter => child playing with rainBody CopyBody copy gives the readers the detailsoVW- little stuff is big to usBody copy is more than product informationoNeeds to be consumer benefitsCopy must tell potential customer why theyll benefit Body Copy should be written in everyday familiar languageoComfortable languageLayout/DesignThe physical arrangement of ad ingredients and the application of artistic styleGaze- where the person in the illustration is looking so does the readerPointing- objects that lead the eyeoEX. Canoe AdWhite space is notwasted spaceoEx. Doc MartinoEX. Iowa State Intern- clutters his ad to fill up white spaceoEX. JHM- nursing homes should heal not hurtMake sure type face is easy to readoSerif type is easy to readoUse capitals and lowercase serif lettering11-11July 2006- Case Study: Real Simple92 Ads26/92 in all caps21/26 san serif type8/26 all caps in body copyType can be used as a design elementEX. BbBbetter BbBuy a BbBearcatShores Lures- Twinkie in a weight watchers meetingLayout/Design should:1.Organize the consumers reading experience2.Draw the eye through each element3.Use white space to focus attention on ad4.Use type creatively...
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This note was uploaded on 06/07/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Lecture Notes 3 - 11-617. Use HumorPeople tend to remember...

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