Phase 3 word and image
In this phase you will learn about the relation between image and text.
Different meanings an image can have depending on the text.
Type is design glue.
Art direction and type.
Type holds the whole piece together.
ab copy split.
anything over 8-10 lines is a no go.
Reviewing adverts as a class. Analysing how features worked. Deconstruct what a good idea is.
Ikea add - no relation between the type and image.
Adidas - typeography relates. Effort of image reflect into the line, kind of works better if it was real life game .
Nike shoe- Headline works with the image of the shop. the copy directly works but not much context.
Marmite bottom - line is stronger than the headline.
Invesco- Well known image. Need to know the painting to know the context. Financial services brief make me look clever. Gone for culture and played with humour. The image and the type work well together.
Warburtons - Lets Raise a Toast. Tone of voice works. Its quite cheeky and funny. Good relationship.
Pfizer Viagra - This Big every day.
Marshall - rock and a hard place. Doesn't work. Headphones for hard rock doesn't work.
Amazon - relationship with the image. Need to know the product. hashtag is about typing and alexa is about speaking.
Absolut Blank - Trendy bottles. It all starts with an absolut blank. Campaign doesn't need any copy. it is all about the visual
Cricketeer - anything you can do out of a suit, you can now do in a suit. Headline works. relationship and the image works together. Says what you see.
Mr cool - great relationship between that.
Mcdonalds - image is the headline. Love free wi-fi the copy explains the image. good example of art direction over copyright
Coke - Try not to hear this. Good relationship between the image and the text. bringing your attention to something, makes you focus.
The North Face - association with north face is mountains. upside down ad. Strapline is never stop exploring. the image has a scar to enhance the copy as nothing is stopping the person from exploring.
Looking at how copy works with an image
American Airlines New York from a new angle. Saul Bass credits reference.
What the copy's saying and how it works with the image.
Collect good and bad ads.
A long distance relationship that works.
Look again. Empathy needed.
All you will see a plane. The target audience will see more.
Not just art direction and copy.
Empathy with your targeted consumer, fit with media, understanding the target audience.
Quick Brief: Your client was a poster.
Poster using provided image.
Client: Amazon Prime Video
USP: Exclusive broadcaster of the Premier League
Target audience: BT sports customer / Sky Sports Customers.
Goal: Sign up to Amazon Prime.
Tone of Voice: What do you think? You Choose.
A generic image brought to life by copy. Now please write a tag line/ call to action for your poster.
The ultimate season ticket
every games a home game
I submitted unbelievable jeff as my Headline for the AD. Upon feedback it was stated that it was very inside joke/ football based but using the character of a popular saying from a sports pundit it was strong as people will read in that way and get some humour out of it.
We then had to look at call to action and strap lines.
phase 3: Take an existing ad and rewrite it
Headline Body Copy Tagline
Summing up your learning, choose your ad and re-write it.
Top Tip:
Have yourself a methodology.
Write down suitable headings, "creative territories, "tone of voice(s)". Spend some time on each one in turn. Write headlines (copy) for each one.
This is a learned technique. Creates speed, agility, & much more. In time you will do this "without thinking"...
Cheeky / Irreverent football language fomo celebrating and proud
Pause and reflect.
The Add i chose to use was a heinz ketchup ad.
I then rewrote the ad in a similar tone of voice.
If i was to use the image and create some text for the ad these are the copies i would choose.
I believe 'Have a burger with your ketchup' is the strongest copy i used as it would be good for a campaign.
I posted this as my image and got some good feedback on the copy, Paul Burke said this was his favourite piece of copy out of all of the ads.
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