Advertising:

Principles and Practice

LECTURE 5
(Semester 1, 2024-25)

Creative Tactics
Copy and Art
PART ONE –
CHAPTER 9

Creative Strategy:
Implementation and
Evaluation
Chapter Nine, Advertising and Promotion: An Integrated
Marketing Communications Perspective, by George E. Belch, and
Michael A. Belch, McGraw-Hill/Irwin (13th edition)

- Readings: pp.290-309; 320-321 (Appeals and Execution Styles;

Creative Tactics for Print Advertising; Guidelines for Evaluating
Creative Output)
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 Appeals and Execution Styles

The
The approach used to
approach used to attract
attract
Advertising the attention
the attention of
of consumers
consumers
Appeals
(廣告訴求) The approach
To influence usedfeelings
consumer to
influence consumer
toward feelings
a product,
towardservice or cause
a product or service

Creative The
The way
way an appeal is turned
appeal is turned
Execution into an
into an advertising
advertising message
message
Styles/
Techniques The way the message is
(執⾏⽅式) presented to the consumer
Two Categories of Advertising Appeals
Informational/Rational Appeals (理性訴求):
• focus on the consumer’s practical and
functional need for a product or service
• emphasize features and/or benefits, or reasons
for owning or using the brand

Emotional Appeals (感性訴求)

• relate to the customers’ social and/or
psychological needs for purchasing a product
or service
• feelings such as pleasure, excitement, love,
sentiment, etc., can serve as the basis for
advertising appeals designed to influence
consumers on an emotional level
Combining Rational and Emotional Appeals

• It is very common to combine both

rational and emotional appeals

• Consumer purchase decisions are often

made on the basis of both emotional
and rational motives, and attention
must be given to both elements in
developing effective advertising

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 Creative Execution Styles/Techniques

Combinations —many of the following

execution techniques can be combined to present
the advertising message

•Straight-sell - straightforward presentation of

information about the product or service

•Scientific/technical evidence —scientific or

technical evidence or information is presented to
support a claim

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 Creative Execution Styles/Techniques

• Demonstration —illustrates the key

advantages or benefits of a product or
service by showing it in actual use or in
some staged situation

• Comparison— involves a direct or indirect

comparison of a brand against the
competitors; a way of communicating a
brand’s particular advantage over its
competitors

• Testimonials— a person praises the

product or service on the basis of his or her
personal experience with it 7
 Creative Execution Styles/Techniques
• Slice of life—portrays a real-life situation
involving a problem, conflict or situation
consumers may face in their daily lives. The
ad then shows how the advertiser's product
or service can resolve the problem

• Animation—uses animated characters and

scenes

• Personality symbol —develops a central

character or personality symbol that can
deliver the advertising message and with
which the product or service can be
identified 8
 Creative Execution Styles/Techniques

• Dramatization—tells a short story with the product

or service as star; often uses the problem/solution
approach, and uses more excitement and suspense
in telling the story very dramatic

• Imagery - consists primarily of visual elements

such as pictures, illustrations, and/or symbols
rather than information

• Humor

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 Basic Components of Print Advertising
Headline
Words in the Leading Position of the Ad

Subheads
Smaller Than the Headline, Larger Than the Copy

Body Copy
The Main Text Portion of a Print Ad

Visual Elements
Illustrations Such As Drawings or Photos

Layout
How Elements Are Blended Into a Finished Ad

Copywriters: people who create the words and

concepts for ads and commercials 10
size?

colour? Print Ad Layout

position of each component in ad?
Headline

Subhead

Visual
Element

Layouts are often done in

rough form and presented
to the client so that the
advertiser can visualize
what the ad will look like
before giving approval.

Copy

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 Evaluation Guidelines for Creative Output

Consistent with brand’s marketing objectives?

Consistent with brand’s advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what it’s supposed to?

Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Is the advertisement truthful and tasteful?

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© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PART
TWO

Copy and Art

Arens, W. F., Schaefer, D. H., & Weigold, M. F. (2015). M:

advertising (2nd ed). New york: irwin/Mcgraw-hill.P.208-
212, 224-237

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 Role of Headlines in
Print Ads and Outdoor Ads

• Effective headlines:
• attract attention and engage the audience
FAST
• give a reason to read the rest of the ad
• explain the visual
• lead the audience into the body of the ad
• emphasize ONE idea (or benefit) that is
apparent to the reader and easy to grasp
Always assume that most
readers just read the headline! 14
Body Copy: logical continuation of the
headlines and subheads

Keys to Good Body Copy

✔ Simplicity
✔ Order
✔ Credibility
✔ Clarity

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 Writing Effective Copy

ATTENTION: The following points are NOT rules –

they are just useful tips for writing effective copy and
headlines (NOT necessarily applicable in all cases –
and copywriters can always “break rules” if
appropriate) – may be applied in print ads, posters or
social media posts

✔Get to the main point FAST

✔Emphasize ONE major idea simply and clearly
✔Be single-minded – don’t try to do too much
✔Write with the consumer’s ultimate benefit in mind
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 Writing Effective Copy

✔ Write short sentences - Don’t waste words

✔ Avoid clichés - use bright, surprising words
and phrases
✔ Humour should always be used carefully and
never be in questionable taste
✔ Be sensitive to current political and social
issues, and pay attention to the local culture
✔ Avoid ambiguity of meaning

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In advertising, ART refers to:
• the whole presentation of a commercial or
advertisement (presentation of both visual and
verbal elements - words also need to be presented
creatively in special design, colours or typeface )
• the style and choice of photography or
illustration
• the way colour is used
• the arrangement of elements in an ad so that
they relate to one another in size and
proportion.

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 What is good design?

• Ads must be designed to attract customers

and do it FAST - advertiser has only a
second or two to grab the reader’s
attention
• A good design can:
• draw attention
• hold attention
• communicate information completely
• communicate information quickly in a
way that is easy to understand

Can the visuals stop the reader and arouse interest?

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 Developing Creative Ideas for
TV Commercials and Online Video Ads

1. Determining the BIG IDEA

2. Selecting the format to use – e.g. Use a celebrity to
present the message? A story? Demonstration?
Animation? Jingles (廣告歌）?
3. Developing the script by the art director and
copywriter - (i) describes the visuals and
production: action, scenery, etc.; (ii) lists the
spoken copy, sound effects and music

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 Developing Creative Ideas for
TV Commercials and Online Video Ads

4. Once the basic script is completed, the art

director should prepare a storyboard:
• Storyboard is a visual representation of the
ad - a series of drawings in the shape of TV
screens, which includes text of the
commercial, sound effects and camera views
• It helps the creatives visualize the
commercial’s tone and sequence of action,
discover any conceptual weaknesses, and
make presentations for final management
approval. It also serves as a guide for filming.
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 Tips for Creating Effective TV
Commercials and Online Video Ads

• Begin at the finish – concentrate on the final

impression of the commercial will make
• Create an attention-getting opening - an Draw attention
opening that is visually surprising or full of
action, drama, or humour sets the context and
allows a smooth transition to the rest of the
commercial

OPENING and ENDING are

very important!
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 Summary:
Key Concepts Learnt
• Appeals : Rational and Emotional Appeals
• Creative Execution Styles / Techniques –
characteristics of various styles/techniques and how
to apply them to present the advertising message
• Basic Components of Print Ad
• Headlines and Body Copy; Writing Effective Copy
• Art; What is Good Design
• Developing Creative Ideas for
TV Commercials and Online Video Ads

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