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Creativity and CopywritingLecture 6
LECTURE BREAKDOWN
Lynn CS4029 Lecture 6
CreativeThinking
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Lecture(Part 2)
Lecture(Part 1)
Wrap-Up
Lynn CS4029 Lecture 6
LECTURE BREAKDOWN
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CreativeThinking
Lynn CS4029 Lecture 6
You cannot use the physical nature of the words.2
List A: Ladder. Lighter. Lighthouse. Nursery List B: Empire. Crown. Cider. Chapel.3
“Pairing”On some basis pair a word from list A with a word from list B. Define the basis.1
You have 5 minutes to write down your thoughts. 4
Creative Thinking
Lynn CS4029 Lecture 6
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CreativeThinking
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Ad Review
Ad Review
SOME IS NOT.Made by hand from 100% blue agave.The world’s #1 ultra-premium tequila.
Ad Review
Ad Review
2 BUTTON. 3 BUTTONSOME PERFECTION IS DEBATABLE.
Ad Review
SOME IS NOT.Made by hand from 100% blue agave.The world’s #1 ultra-premium tequila.
Ad Review
Lynn CS4029 Lecture 6
LECTURE BREAKDOWN
CreativeThinking
Ad Review
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Lecture 6: Written Word
Lynn CS4029 Lecture 6
Lynn CS4029 Lecture 6 FlickruserTomMrazek
“Print is to all advertising what figure drawing is to fine art; it provides a creative foundation.
Pete Barry“
Show
Print Ads = Press or Posters
Lynn CS4029 Lecture 6
FYI
Lynn CS4029 Lecture 6
Eyebrows – Lines of text that target a particular audience that appears before the headline
Headlines – Delivers the main message of the ad
Subheads – Strengthens the headline and reinforces the stated benefit
Body Copy – The explanation of the benefits or features
CTA –What you want the reader to do
Slogan/Tagline – The sticky, verbal logo
“Sig” – mandatory information including numbers, websites, address outside the body copy
FYI
Show
Have a reductionist mindset. For each element of the ad, stop and ask yourself, “Will it still work without it?”.
Lynn CS4029 Lecture 6
FYI
Lynn CS4029 Lecture 6
Bad print ads
Visual and verbal
Exploring headlines
Agenda
| page 16
Visual gymnasticsThe visual should be part of the message
Bad Print Ads
Offensive
Relevant & tasteful
Say too much Singular focus
Bad Print Ads
Bad Print Ads
Redundant Complementary
Bad Print Ads
Condescending
Celebratory
Bad Print Ads
General
Specific
Bad Print Ads
Dull Interesting
Bad Print Ads
Tired, old visual Original visual
Bad Print Ads
Bad pun Better pun
Bad Print Ads
Cluttered MVM
Lynn CS4029 Lecture 6 FlickruserTomMrazek
1. Pun-ish your audience with puns. Everyone loves a good pun. So include as many as you can, because they’ll think it’s punny.
2. Include as many calls to actions as you can.
3. Dont proofread you’re headline. After All, its not what you say butt how your saying it.
4. Add many exclamation points!!!!!!!!!
5. With that in mind, WRITE IN ALL CAPS. BECAUSE WHEN YOU’RE SHOUTING ON PAPER, YOUR AUDIENCE WILL WANT TO LISTEN!!!!!!!
6. While we’re at it why not take away all punctuation because things like commas periods quotation marks and more just get in the way of your ad
Intermark Group“
On Bad Headlines…
Lynn CS4029 Lecture 3
Recognize bad ads, and you’ll write better ones.
Lynn CS4029 Lecture 6
Bad print ads
Visual and verbal
Exploring headlines
Agenda
Lynn CS4029 Lecture 6 FlickruserTomMrazek
If you think about it, most visual thoughts are verbal in origin. An idea has to be formulated into words. Whether it actually needs any words in its expression is another matter.
Mike Boles“
Visual and Verbal
Visual and Verbal
Be Complementary
Visual and Verbal
Be Single-Minded
Visual and Verbal
Excite Participation
Powerful/unusual visual + straight/understated headline = GOOD AD
Straight/understated visual + powerful/unusual headline = GOOD AD
Powerful/unusual visual + powerful/unusual headline = GOOD or BAD
Straight/understated visual + straight/understated headline = BAD
Visual and Verbal
Show Say
You can get to a solution from either side.
Lynn CS4029 Lecture 6
Lynn CS4029 Lecture 6
1. Demonstration2. Unwrapped3. Close-up4. Personal5. Split screen6. Mod7. Remove8. Show nothing
1. Command2. Question3. Twist a cliche4. Go blind5. Tell a joke6. Write a story7. Surprise8. Outline
Visual & Verbal1. Benefit2. Comparison3. Endorsement4. Metaphor5. Personification6. Hyperbole7. Opposition8. Pun
Exploration TacticsVisual and Verbal
Visual and Verbal
Deckofbrilliance.com
Lynn CS4029 Lecture 6
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CreativeThinking
Ad Review
Lecture(Part 2)
Lecture(Part 1)
CommercialBreak Wrap-Up
CreativeThinking
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Lynn CS4029 Lecture 6
Lecture(Part 1)
Wrap-UpLecture(Part 2)
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Lynn CS4029 Lecture 6
Bad print ads
Exploring headlines
Visual and verbal
Agenda
Lynn CS4029 Lecture 6Lynn CS4029 Lecture 6
You have ONE second to catch attention.
ViaDesignInspiration.com
Exploring Headlines
And when you do, it’s probably because your headline wascredible,authentic,relevant,emotionaland/or personal.
Exploring Headlines
Lynn CS4029 Lecture 6FlickruserTomMrazek
The best headlines are based on an idea rather than just moving words around until they sound cool.
Drummond Berman, CD EURORSCG“
Lynn CS4029 Lecture 6Lynn CS4029 Lecture 6
Flickr user abbotsford5
Rewrite the strategy statement
Freewriting
Truths
Different POVs
Benefit exploration
Exploring Headlines
Lynn CS4029 Lecture 6
1. Demonstration2. Unwrapped3. Close-up4. Personal5. Split screen6. Mod7. Remove8. Show nothing
1. Command2. Question3. Twist a cliché4. Go blind5. Tell a joke6. Write a story7. Surprise8. Outline
1. Benefit2. Comparison3. Endorsement4. Metaphor5. Personification6. Hyperbole7. Opposition8. Pun
Verbal
Exploring Headlines
Visual
Lynn CS4029 Lecture 6
LECTURE BREAKDOWN
CreativeThinking
Ad Review
CommercialBreak
Lecture(Part 2)
Lecture(Part 1)
Wrap-Up
Lynn CS4029 Lecture 6Lynn CS4029 Lecture 6
Aim for Interesting
Wrap Up
Lynn CS4029 Lecture 6
Write and Rewrite
Wrap Up
Peace out
Lynn CS4029 Lecture 6