visualization1.ppt

Visualization
Dr. Gopal Thapa
Tribhuvan University

Creativity in Advertising
 Two brain Theory ( Roger Sperry 1990)
 Thinking, judgment, speaking, mathematical
reasoning
 Feeling, imagining, dreaming, visualization
6/2/2022 Copy right reserved 2

Creative Techniques in
Advertising
 Free association
 Lateral thinking
 Brain stroming
 Synectics

Visualization
 Visualization refers to seeing in the mind’s eye the
form of the idea as it would appear in the
advertisement.
Professor Mawrice
 Visualization is a creative process dealing with
visioning or imagining the units or masses or
elements that go into the advertisement that is to be
presented to the audience.
- C. N. Sontakki

Visualization
 Visualization is the starting point of copy writing.
 It is the conceptualization of the total idea of a
particular advertisement.
 It is the basis skill of expression – a metal process
of creating an idea to be expressed and
communicated to the prospects by way of an
advertisement.
 The copy writer is to visualize the advertisement
in the final form before he writes the copy.

Visualization
 Visualizer or the copy writer pictures in his mind
all the items which are to be included and dreams
to give graphic shape to his idea.
 It encompasses the creative activity of forming a
mental picture of the idea that would appear in the
advertisement.
 It is the process of ideation. Ideation, in turn, is the
process of creating ideas or giving birth to ideas or
discovering ideas.

Visualization Process
(Alex Osborn, Creative Education Foundation, USA )
 Orientation
 Preparation
 Analysis
 Ideation
 Incubation (A ha stage) (Illumination stage)
 Synthesis
 Verification

Visualization Process
 Immersion
 Ideation
 Incubation
 Illumination
 Verification

Qualities of a creative Visualizer
 Natural curiosity
 Vivid distillation
 Accessible language
 Visual and verbal expression
 New thought connection

Advertisement Copy
 An advertisement copy is all the written or spoken
matter in an advertisement expressed in words or
sentences and figures designed to convey the
desired message to the target customers.
C N Sontakki

Types of Copy
 Educational copy
 Scientific copy
 Descriptive copy
 Comparative copy
 Questioning copy
 Endorsement copy
 Human interest copy
 Reason why copy

Types of Copy
 Institutional copy
 Suggestive copy
 Narrative copy
 Story copy
 Colloquial copy
 Topical copy
 Picture caption copy

Elements of Ad Copy
 Headline
 Sub-heading
 Body text/main text/ text matter/Body copy
 Slogan/ tagline/ strapline
 Illustrations
 Identification / signature

Quality of good headline
 Unique
 Concise
 Specific
 Provocative

Types of Headline
 Benefit headline
 News headline
 Provocative headline
 Question headline
 Command headline
 Label headline
 Testimonial headline
 Declarative headline
 Negative headline

Functions of Headline
 Attract reader’s attention
 Arouse interest
 Present selling message
 Provide product news

Essentials of Good Illustrations
 Simple
 Suggestive
 Interesting
 Relevant
 Believable

Techniques of Illustrations
 Package containing the product
 Product alone
 Product in use
 Comparison of products
 Users’ benefit
 Endorsement
 Before and after
 Humor
 Product in setting
 Symbolic
 Magnification
 Situation dramatization

Types of Illustrations
 Main illustrations
 Subsidiary illustration

Print Copy Development Process
 Creative Brief
 Objectives
 Target audience
 Message theme
 Support
 Constraints
 Adcepts (Advertising + Concept)
 Thumbnails
 Rough or visuals
 Comprehensive (Comp)
 Copy with artwork
 Final copy

Consideration in Radio
Copywriting
 Personal message
 Use of sound
 Use short words and sentences
 Repeat the brand name

Delivery Formats of Radio
Message
 Jingle
 Narrative copy
 Straight copy
 Personality copy

Tools of Radio Copywriting
 Words
 Voice
 Music
 Sound effects

Copywriting for TV
 Straight announcement
 Demonstration
 Dramatization
 Dialogue
 Celebrity endorsement
 Advertorials (Advertising + Editorial)
 Infomercials (Information +Commercials)

Advertisement Layout
 The layout is a visual expression of the ideas of the
creator of an advertisement.
 Layout is a blueprint for ad presentation
 It is a working drawing for orderly arrangement of
various elements of ad copy.
 Layout shows the size, position, color, and weight of
different elements that make up an advertisement
 It is also called rough, sketch, visual, dummy, story
board

Functions of Layout
 Organize copy elements
 Bring copywriter and art director together
 Enable advertiser to foresee the future ad
 Guide specialists
 Help to estimate cost

Principles of Good Layout
 Principle of balance
 Principle of movement (Rhythm)
 Principle of emphasis (Contrast)
 Principle of unity
 Principle of simplicity
 Principle of proportion

Message Design
 Message is the information or meaning that a
source wants to convey to a receiver
 Belch and Belch
 Message content : What to say?
 Message layout: How to say?
 Message source: Who is to say?

Message content : What to say?
 Ideas and themes
 Facts and opinion
 Persuasive arguments
 USP (Unique selling proposition)

Message Design
(4P’s)
 Personal
 Powerful
 Permanent
 Performance

Factors Affecting Message Design
 Objectives of Advertising
 Nature of Product
 Types of Customer
 Competitors’ Message
 Media
 Government Rules and Regulations
 Product positioning
 USP
 Message Presentation

Message Structure
 Order of presentation
 Conclusion drawing: open ended or close ended
 Message sidedness: one sided or two sided
 Refutation
 Verbal or visual
 Appeal

Models of Message Design
 Head and heart model
 Advertising effects model
 AIDA
 HOE
 MECCA model (Means –end theory)

Head and Heart Model
INVOLVEMENT
LEVEL
HEAD
Hard sell:
Information
HEART
Soft sell:
Emotions
High The Thinkers
(Learn-Feel-Do)
The Feelers
(Feel-Learn-Do)
Low The Doers
(Do-Learn-Feel)
The Reactors
(Do-Feel-Learn)

AIDA Model
 Attention
 Interest
 Desire
 Action

AIDA Model

Hierarchy of Effects (HOE) Model
 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase

HOE Model

Five Elements of MECCA Model
(Means End Conceptualization for components of Advertising)
 Product attributes
 Consumer benefits
 Leveraging points
 Personal value
 Executive framework

Message Strategy
 Cognitive Strategies
 Affective message strategy
 Conative Strategies
 Brand strategies

Cognitive Strategies
 Generic message
 Preemptive message
 Unique selling proposition (USP)
 Hyperbole (Puffery)
 Comparative advertisement

Affective Message Strategy
 Resonance advertising
 Emotional advertising

Conative Strategies
 Action-inducing advertisements
 Promotional support advertisement

Brand strategies
 Brand user strategy
 Brand image strategy
 Brand usage strategy
 Corporate advertising

Advertising Appeal
 Appeal is the central idea of an advertisement
 An appeal is the earnest request or a plea to the
prospects
 C N Sontakki
 Every advertisement is an appeal to buy and use
the product or the service supported by reasons to
buy and use

Essentials of a Good Appeal
 Thematic
 Communicative
 Interesting
 Believable
 Compete

Types of Appeals
 Rational appeals
 Emotional appeals
 Positive emotional appeals
 Negative emotional appeals
 Moral appeals

Rational Appeals
 Economy appeal
 Quality appeal
 Convenience appeal
 Comfort appeal
 Comparative appeal

Positive Emotional Appeals
 Humor appeal
 Beauty appeal
 Love appeal
 Pride and prestige appeal
 Joy and thrill appeal
 Sex appeal

Negative Emotional Appeals
 Fear appeal
 Anger appeal
 Pain appeal
 Jealousy appeal
 Anxiety appeal

Moral Appeals
 Consumer rights
 Education
 Gender equality
 Women rights
 Women trafficking
 Anti-Smuggling
 Donation
 Social responsibility
 Environment protection

Types of Sex Appeals
 Overt sex
 Nudity/partial nudity
 Sexual suggestiveness
 Sensuality
 Subliminal

Execution Framework
 Animation
 Slice-of-life
 Dramatization
 Testimonials
 Authoritative
 Demonstration
 Fantasy
 Informative
 De
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Color in advertising
 Primary color – Red, blue, yellow
 Secondary color – Green, violet, orange, purple
 Neutral color – Black, white

Color in Advertising
 Color connotations
 Color attributes
 Hue: RED, Blue, Green
 Value: Crimson, pink
 Chroma
 Functions of color
 Limitations of color

Qualities of Color
 Hue: RED, Blue, Green
 Value: Crimson, pink
 Chroma

Functions of Color
 Attract attention
 Provide realism
 Establish moods
 Building brand identity
 Suggest ideas

Color Connotations
 White –Purity
 Red – anger, danger, hope,
 Pink – romantic
 Blue – tranquility
 Green – eco-friendly, nature
 Yellow- warm,
 Black – grief
 Purple-luxury, wealth

Limitations of color
 Cost
 Suitability
 Distinctiveness
 Optional

Media Research
 Media research is concerned with gathering,
processing, interpreting and reporting media
information.
 It can be about:
 Types of media/media vehicles
 Demographics of media audience
 Effectiveness of media

Media Research Process
 Define the problem
 State research objectives
 Develop research plan
 Sources of data
 Research techniques
 Sampling
 Contact method
 Data analysis tool
 Collect data
 Analyze data
 Report findings

Role of Media Research
 Media identification
 Media selection
 Ad budgeting
 Ad efficiency
 Media strategy

Subjects of Media Research
 Circulation (ABC) Audit bureau of circulation
 Reach
 Frequency
 Cost
 Impact
 Gross Rating point (GRP)
 GRP = Reach * Frequency

Types and Nature of Media
 Indoor media
 TV, news paper, magazine, radio, film
 Outdoor media
 Hoarding board, poster, wall painting, aerial ad,
electric sigh, traveling display, sand witch men
 Direct Media
 Display Media

Indoor Media

visualization1.ppt

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visualization1.ppt