MCOM 214 Lecture Notes - Lecture 12: Actual Size, Storyboard, Copywriting
1 Dec 2016
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Art and copy: an overall orderly arrangement of all the format elements of an ad, 1. Helps creative teams develop and evaluate, in advance, how the ad will look and feel: 2. Helps creative tea(cid:373)s develop the ad"s psychological ele(cid:373)e(cid:374)ts (nonverbal/symbolic components: 3. Thumbnail: small, rapidly produced drawing for visualization. Rough layout: drawn to actual size, art sketched in, body copy lines. Mechanical: text and visuals in exact position, ready for camera. Dummy: presents look and feel of brochures. Role of headlines: attract attention, engage the reader, explain visual lead the audience into the body of the ad, present the key benefit. What the product will do for the consumer (persuading them they need it: news/information headlines, provocative headlines, question headlines, command headlines. Subheads: an additional smaller headline that may appear above (kicker/overline) the headline or below it. Logical continuation of the headline and subheads, in smaller type: smallest font on advertisement.
