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‡ The Evolution from Words to Pictures


± Improved technology
± Advantages of visuals over text
‡ Brand images are built better with visuals.
‡ Visuals can be protected legally.
‡ Visuals are more portable than words across
cultures.
‡ Visuals allow placing the brand
in a social context.

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‡ Definition: ‡ Purposes:
± The actual drawing, ± Attract attention
painting, photography, ± Make the brand heroic
or computer-generated
art in the ad ± Communicate product
features or benefits
± Create a mood,
feeling, or image
± Stimulate reading of
the body copy
± Create the social
context for the brand

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‡ How the product or brand will appear


as part of the illustration
‡ Formats include
± Emphasizing the social context or
meaning of the product
± More abstract formats
‡ Must be consistent with
the copy strategy

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‡ Attracts attention of target segment and stimulates
information processing
‡ Communicates brand value relative to target¶s
decision making criteria
‡ Visually presents the creative strategy
‡ Creates a mood for the brand
‡ Creates an image for the brand
‡ Makes concrete the values and benefits of the
brand that may be intangible

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‡ Cyberspace is its own medium.
‡ The audience is not passive.
‡ At present, it is closer to print than TV.
‡ Revision can be done instantaneously.
‡ Persuasive content versus
entertainment is a challenge.

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‡ TV has changed the face of advertising.
‡ TV is about moving visuals.
‡ It can leave impressions, set moods, tell
stories.
‡ It gets you to notice the brand.
‡ TV production is complex, with many
people and requires tremendous
organizational skills.

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Agency Production Company
Participants Participants
‡ Creative Director (CD) ‡ Director
‡ Art Director (AD) ‡ Producer
‡ Copywriter ‡ Production Manager
‡ Account Executive (AE) ‡ Camera Department
‡ Executive Producer ‡ Art Department
‡ Producer ‡ Editors

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‡ Use an attention-getting opening
‡ Emphasize the visual
‡ Coordinate the audio with the
visual
‡ Persuade as well as entertain
‡ Show the product

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‡ Preproduction
± Multiple activities that occur prior to
filming the commercial
‡ Production (shoot)
± Activities that occur during filming
‡ Postproduction
± Activities that occur after filming to
ready the commercial

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‡ Filming the commercial, or ³the shoot´
‡ Involves large numbers of diverse people:
± Creative performers
± Trained technicians
± Skilled laborers
‡ Sets often feature tension and spontaneity
‡ Typical commercial costs $100,000 to
$500,000

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