Lesson 16 — Activity 3: Designing an Advertisement
Completion requirements
Lesson 16 — Activity 3: Designing an Advertisement
An advertising agency's creative team consists of writers and artists. They work together to think of the best words and pictures to communicate the product they are representing. This team spends time talking, thinking, writing, and drawing. Creative ideas have to be more than just creative — the ideas must get across the goal of presenting the product so people will buy it or use it.
Here's what may go into the process of designing an advertisement for a particular product or service:
1. Brainstorming. You know that when you brainstorm, you think of everything possible that relates to a topic and write all the ideas that come to mind. This can be very important to use in the creative process.
1. Brainstorming. You know that when you brainstorm, you think of everything possible that relates to a topic and write all the ideas that come to mind. This can be very important to use in the creative process.
2. Select the best idea. In selecting the best idea from the
brainstorm, advertising teams consider how the idea matches the goal of
presenting the product in the best way possible.
3. Put the idea on paper. Teams might keep these questions in mind as they are writing:
3. Put the idea on paper. Teams might keep these questions in mind as they are writing:
- What emotional or intellectual appeals might be effective in the ad?
- What celebrity would be a good choice to endorse the product?
- What claims should be made about the product?
- What is a good name or catchy slogan they could use?
- How should the ad look and/or sound?
- Who is the target audience?
- Where are they going to place the ad? Which magazine, TV show, etc. would draw the target audience?
If it is decided to use an audiovisual ad, teams may also consider:
1. Finding a way to get the viewer's attention within the first 2–5 seconds.
2. Making the ad visually exciting as viewers watch TV and movies for the visual stimulation.
3. Using no more than 65 words for a 30-second ad. A 30-second ad has only 28 seconds of audio.
4. Planning the number of scenes carefully. Too many scenes may confuse the viewer.
If an audiosound ad is planned, teams may also consider:
1. Making sure the ad makes the appropriate impression on the listener. The sound of the voices, the music, or sound effects are all important elements.
2. Using a jingle or a short song that contains the persuasive theme.
3. Mentioning the organization's name three times in a 30 second spot.
4. Having a script that is no longer than 65 words for a 30 second ad.
5. Having a sense of urgency. The first 2 to 4 seconds of a radio ad are critical in capturing the listener's attention.
1. Finding a way to get the viewer's attention within the first 2–5 seconds.
2. Making the ad visually exciting as viewers watch TV and movies for the visual stimulation.
3. Using no more than 65 words for a 30-second ad. A 30-second ad has only 28 seconds of audio.
4. Planning the number of scenes carefully. Too many scenes may confuse the viewer.
If an audiosound ad is planned, teams may also consider:
1. Making sure the ad makes the appropriate impression on the listener. The sound of the voices, the music, or sound effects are all important elements.
2. Using a jingle or a short song that contains the persuasive theme.
3. Mentioning the organization's name three times in a 30 second spot.
4. Having a script that is no longer than 65 words for a 30 second ad.
5. Having a sense of urgency. The first 2 to 4 seconds of a radio ad are critical in capturing the listener's attention.
