广告学-威廉·阿伦斯-工商管理经典课件Chap009.pptVIP

The Role of Art in Radio TV Ads Formats for Radio TV commercials Musical/Jingle commercials sung with the sales message Slice of Live or Problem Solution a dramatization of a real-life situation Lifestyle when the user is presented rather than the product Animation the use of cartoons, used mostly to target children 9-* The Role of Art in Radio TV Ads Storyboard Development Storyboard Design a process similar to how a print ad is developed artist designs how each scene should look Animatic video comp commercial taped in rough form 9-* Check Yourself What is a storyboard? What is the oldest and simplest radio or TV commercial format? What TV format would help to present the user rather than the product? 9-* Writing for the Web Company Web Sites Understand why people visit the site Banner Ads Purpose it to bring users to a web site other than the one they are visiting Viral Ads Same basic principals Viewers can’t just like the ad, they must love it 9-* Check Yourself What should a Web ad designer understand about the medium? In what ways are Internet users different from users of traditional media? 9-* Arens-Schaeffer-Weigold 1e Arens-Schaeffer-Weigold 1e Arens-Schaeffer-Weigold 1e Creative Execution: Art and Copy Chapter 09 McGraw-Hill/Irwin Copyright ? 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives LO1: Describe the factors involved in creating print ads. LO2: Explain the types of copy an how great copy is created in print ads. LO3: Outline how great copy is created in electronic ads. LO4: Discuss the role of art in electronic ads. LO5: Review the unique requirements in  writing for the Web. 9-* Delivering on the Big Idea The Visual The Verbal What’s shown is as important as what’s said The nonverbal carries half of the communication burden 9-* The Art of Creating Print Ads Designing the Print Ad Design: how the art director, graphic artists/designers choose and structure the artistic elements Generally, clean li