THE ADVERTISING TEXT

Transcription

1 1 THE ADVERTISING TEXT

2 2 The Advertising Text: Composition and Analysis

3 3 The advertising text is a complex combination of various elements usually referring to the human sensory experience. It is meant to stimulate directly and indirectly as many senses as possible: sight, hearing, smell, taste and touch.

4 An Effective Advertising Campaign must be: Visible [it has to be perceived]; Interesting [able to capture someone s attention and leave a sign]; Comprehensible; [they have to be based on a common ground, usually common sense, and must make references which are available to the general public and more specifically to the target audience]; Attracting [they have to be remembered] Convincing [they are always meant to stimulate people orientations towards what to buy, how to wear, who to follow, without being imperative (it is not a command or an order)] Engaging pushes you to act, to take part into the story told. 4

5 The LanguAge of Advertising 5

6 6 Fashion advertising has its own specifics internal logics distinguished from advertising in general: it is more expressive than informational/communicational; it is usually more static (focused on a single image) than dynamic; it is more seductive than convincing; and finally it is to be contemplated like a painting (it requires contemplation and almost meditation). from a structural point of view fashion advertising mostly focuses on the image (the picture) and by consequence the colours) reducing the use of traditional elements like headline, bodycopy, pay-off) It appeals mainly to one sense: sight. It is through visual stimulation that the other senses are evoked and involved

7 7 The advertising text is effective when it is able to leave a visual or psychological sign in an individual [part of the target group identified by MKT strategies]: when is perceived in the vast flux of advertising texts when is remembered both consciously or unconsciously when is engaging and produces involvement

8 The LanguAge of Advertising 8

9 9 ADVERTISING TEXT ANALYSIS

10 10 Advertising Text. Elements: Headline [: A short piece of text, usually in larger type, designed to be the first words the audience reads] Visual [: the wider visual context made by images; visual elements assembled together] Copy/Bodycopy [: The actual text of the adv. The copy is where particular claims are usually made and specific persuasive words are used quite often is not available in Fashion Advertising] Packshot [: image of the product]

11 11 Advertising Text. Elements: Trademark [: it s the logo, the symbol of the company usually connected or identified with the brand] Payoff [: the conclusive sentence that synthesizes both the characteristics of the product and/or of the brand. Very often it is a SLOGAN a catchphrase that evokes some kind of feeling about the company and the product.] Music [: for motion media the soundtrack that accompanies the adv (internet, TV, Radio and Movies); catchy jingles are used as reminders ] Colors [: black and white or colored]

12 12 Analyzing an Advertising Text: Identify the elements: (headline, visual, copy, trademark etc.) Identify the relationship between headline or payoff (usually the most impotant elements) and visual. [repetition, completion, opposition]

13 The LanguAge of Advertising 13

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15 15 Fashion advertising awards usually evaluate advertising effectiveness on the basis of: CREATIVITY INNOVATION IMPACT DESIGN COPYWRITING USE OF THE MEDIUM MEMORABILITY

16 16 Advertising Agencies

17 17 Stages for the preparation of an advertising campaign: Josling, 1995

18 18 Different professional profiles working in order to realize an advertising campaign: Account manager [PR relationship with the client] Copy writer, art director, creative director [creative team] Planner [MKT analysis- direct connection with creative team] Media planner [where and when allocating an advertising] Media Buyer [buying the spaces, negotiating contracts for advertising spaces]