Advertising pervades every part of society. The products we use in our homes, the clothes we wear, the programs we watch on television, the books we read, the places we shop and go for recreation—all of these things are affected by advertising.
Instructions:
Brainstorm on your product. You can create a new product or put a new twist to an already existing one. Do not use an existing product without putting a twist to it.
Then write a Copy Platform (10.7, page 175 and Appendix C). A copy platform is a way of gathering information about a product and matching it with the advertising situation. ON THE FIRST ATTACHMENT (Copy Platform) you have the example from the book with additional side comments (remember that you do not need to add the side comments when you submit your work). This sample is of a service (gym), but remember that you need to choose a product. You should use a combination of bullet points and full sentences. Proofread it! You must include all of the following elements:
Ad Subject
- Ad Problem
- Product Characteristics
Advertising Objective
Target Market
Competition
Statement of benefit or appeal
Creative theme
Supportive selling points
Now you will be creating your own print ad to accompany your copy platform. Your ad should have the following elements: (1) Illustration, (2) Headline, (3) Subheads, (4) Body Copy, and (5) Closings. Your book discusses these elements beginning on page 179. Here you have a sample ad (review the side notes, but remember that you do not need to include side notes when you submit your ad: OPEN THE SECOND ATTACHMENT (Elements of a Print Ad)
- Your ad should be letter-sized (8 1/2 X 11). You can choose if you want to do it horizontally or vertically.Use Publisher, Word, or PowerPoint if you are new to graphic design. Use Photoshop or InDesign if you have experience. You may use other software as well.
- Convert your work to a PDF document via the scan, export, or “print to PDF” commands.
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