ADV61004_ADV61704 Individual Reflection –Kiseki Nagai by 永井奇跡

W4 The creative work plan & using ad appeals

kiseki20040308 — 2024-05-19 13:20:11 UTC

From this topic, I feel that advertising affects our lives in both positive and negative ways. Advertising and copywriting in our everyday lives has the power to instill in people what is normal and what the standards are.

In order to create advertisements that attract people, it is important to know what kind of things people are interested in and what kind of words motivate them to buy.

When making creative brief, the brief should accomplish three main objectives.

1. Gives the creative team a realistic view of what the advertising needs to do or likely to achieve.

2. Provides a clear understanding of the target consumers.

3. Gives a clear direction as to the message to convey to the target audience.

(122)

W6 Structure of an Ad

kiseki20040308 — 2024-06-03 16:04:13 UTC

The structure of an advertisement is a critical component of strategic copywriting, playing a significant role in how effectively the message resonates with the target audience.　First, it is most important to capture the viewer's interest and attention with visuals and headlines. Headlines should be 7 to 8 words, longer sentences are ineffective. The main role of the headline is to grab the target audience and make them want to read the body copy. Three important questions to ask when considering headlines are, who is my customer, what are the important features of the product and why will the customer want to buy the product.（105）

There was no class.

kiseki20040308 — 2024-06-27 04:15:26 UTC

W9 Feedback from Miss

kiseki20040308 — 2024-06-27 04:16:23 UTC

I presented my process log for an individual assignment to my teacher for the first time. The teacher advised me to change the font of the poster to match the design of the profile deck, make the body copy more readable, and make the CTA (Call to Action) more unique. Consequently, I changed the poster's design from a pink-based, pop style to a classic design with white and black as the base colors. I also altered the visuals on the poster to black and white to align with Zara's modern and sophisticated aesthetic, and switched from a pop font to a classic one. For the CTA, I revised it from a question to a stronger statement.

（113）

W7 The big idea in advertising

kiseki20040308 — 2024-06-27 04:19:22 UTC

A big idea is a core concept or theme in marketing and advertising, and is a key element that underpins a brand's messaging and campaigns. It is a powerful and unique idea that captures the hearts and minds of your target audience and inspires them to take action. An effective big idea is easy to understand and remember, appeals to the emotions of the viewer, and reflects the uniqueness of the brand. For example, Dove has a big idea called real beauty, which aims to celebrate the natural beauty of women. Dove's advertising activities based on this big idea have resonated with many women, making them feel beautiful too.

There are four basic steps to creating a big idea:

Start with a clear brief
Uncover a compelling insight
Find the brand connection
Articulate the idea clearly and succinctly

(138)

W8 Writing body copy

kiseki20040308 — 2024-06-27 04:21:03 UTC

Before I start writing the body copy of ad, we should first familiarize with writing style conventions. Writing style conventions are standards for creating effective copy. These style guidelines include strategic elements to ensure your brand message is conveyed consistently as well as resonating with your target audience. Specific writing style conventions include:

1. Tone & Voice

2. Conciseness & Clarity

3. Active Voice

4. Empathetic Approach

5. Emotional Appeal

6. Clear CTA

7. Integration with Visuals

Body copy is one of the main reasons why a product sells - It motivates the reader to act, gives importance on how the product will provide benefits to the customer and also contains the product details within it. There are many types of body copy as well as a variety of technique to use when writing the body copy. To know which technique suits best for your brand or product, it all depends on your Big Idea and overall　creative strategy.

（156）