The creative process behind the advertising discourse:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mittweida
Hochschulverlag Mittweidea AMAK AG
2017
|
| Ausgabe: | 1. Auflage |
| Schriftenreihe: | Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit
Band 6 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | 100 Seiten Illustrationen, Diagramme |
| ISBN: | 9783981514285 3981514289 |
Internformat
MARC
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| 264 | 1 | |a Mittweida |b Hochschulverlag Mittweidea AMAK AG |c 2017 | |
| 300 | |a 100 Seiten |b Illustrationen, Diagramme | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-030046956 | ||
Datensatz im Suchindex
| _version_ | 1804178076192473088 |
|---|---|
| adam_text | TABLE OF CONTENTS:
INTRODUCTION...................................................................................................................6
1.
ADVERTISING.................................................................................................................
7
1.1 THE ADVERTISING
SUBMIX.....................................................................................................9
1.2 THE STRUCTURE AND WORK-FLOW OF AN ADVERTISING AGENCY
.........................................
12
1.2.1 THE
BRIEF........................................................................................................................13
2.
BRANDING...................................................................................................................17
2.1 ESSENTIAL BRANDING ELEMENTS
...........................................................................................
21
2.1.1 THE BRAND
NAME..........................................................................................................21
2.1.2 THE SELLING LINE (THE
SLOGAN)...................................................................................21
2.1.3 THE
LOGO......................................................................................................................21
2.1.4 THE
COLOUR...................................................................................................................22
2.1.5 THE
SOUND....................................................................................................................22
2.1.6 THE
POSITIONING............................................................................................................23
2.1.6.1 FOCUSING ON THE USP OF THE GOOD/SERVICE
............................................................................
23
2.1.6.2 FOCUSING ON THE UAP OF THE GOOD/SERVICE
...........................................................................
24
2.1.6.3 FOCUSING ON THE NEUROPSYCHOLOGICAL TRAITS OF CONSUMERS
(EMOTIONAL POSITIONING)
......
24
2.1.6.4 FOCUSING ON
ARCHETYPES............................................................................................................27
2.1.7 THE TARGET
AUDIENCE.....................................................................................................28
2.2 STORYTELLING IN THE BRANDING
PROCESS..............................................................................30
2.2.1
PEOPLE............................................................................................................................32
2.2.2
COMMUNITY...................................................................................................................
32
2.2.3
EMOTIONS........................................................................................................................33
2.2.4
STORIES............................................................................................................................33
2.2.4.1 THE SHAPE OF THE
PRODUCT......................................................................................................35
2J.4.2 FAMILY
TRADITION.........................................................................................................................37
2.2.4.3 REFERENCE TO HISTORICAL
EVENTS.................................................................................................37
3.
COPYWRITING.............................................................................................................40
3.1 THE
COPYWRITER.................................................................................................................
45
3.2 COPY
ELEMENTS....................................................................................................................48
3.2.1 THE
HEADLINE.................................................................................................................48
3.2.2 THE
SUBHEAD.................................................................................................................
50
3.2.3 THE BODY
COPY.............................................................................................................51
3.2.4 THE
SLOGAN.....................................................................................................................52
3.2.4.1 THE AIDA
METHOD...............................................................................................................54
3.2.5 THE CALL TO
ACTION.......................................................................................................55
3.2.6 CONTACT
INFORMATION.....................................................................................................55
3.3 COPYWRITING PLATFORMS
...............................
58
3.3.1
PRINT..............................................................................................................................58
3.3.2 RADIO - HOW TO WRITE A
JINGLE......................................................................................58
3.3.3
TV.................................................................................................................................60
3.3.4
INTERNET..........................................................................................................................60
3.3.5 OUTDOOR
ADVERTISING....................................................................................................60
4. EXAMPLES OF COPY CREATED BY VARIOUS ADVERTISING AGENCIES AROUND THE
WORLD..........................................................................................................................62
4.1 OGILVY &
MATHER...............................................................................................................62
4.2 SAATCHY &
SAATCHY...........................................................................................................
62
4.3 MCCANN
ERICKSON.............................................................................................................
63
4.4
BBDO..................................................................................................................................64
4.5 WIEDEN &
KENNEDY..........................................................................................................
64
4.6 DDB
WORLDWIDE................................................................................................................65
5. THE SIT
METHOD.....................................................................................................66
5.1
ACTIVATION...........................................................................................................................67
5.2 ABSURD
ALTERNATIVE...........................................................................................................
69
5.3 EXTREME
CONSEQUENCE......................................................................................................71
5.4
INVERSION.............................................................................................................................73
5.5
METAPHOR............................................................................................................................74
5.6 EXTREME
EFFORT...................................................................................................................75
5.7 SUBTRACTION (BONUS
TOOL).................................................................................................76
6.
INTERTEXTUALITY.........................................................................................................
78
6.1
HISTORY................................................................................................................................78
6.2 IDIOMS - COMMON
EXPRESSIONS.........................................................................................79
6.3
LITERATURE...........................................................................................................................80
6.4
MOVIES.................................................................................................................................81
6.5
MUSIC..................................................................................................................................81
6.6
RELIGION...............................................................................................................................82
7. CREATIVE STRATEGIES FOR WRITING
COPY..................................................................83
7.1 INVENTED
WORDS..................................................................................................................83
7.2
HUMOUR..............................................................................................................................84
7.3
POETRY..................................................................................................................................
84
REFERENCES....................................................................................................................86
APPENDIX 1: RELIGIOUS COPY IN GERMAN ADVERTISEMENTS. ADVERTISING BETWEEN
REASON, BELIEFS AND EMOTIONS
......................................................................................
90
|
| any_adam_object | 1 |
| author | Mucundorfeanu, Meda |
| author_facet | Mucundorfeanu, Meda |
| author_role | aut |
| author_sort | Mucundorfeanu, Meda |
| author_variant | m m mm |
| building | Verbundindex |
| bvnumber | BV044649190 |
| classification_rvk | AP 17440 |
| ctrlnum | (OCoLC)1018466835 (DE-599)DNB1137066482 |
| dewey-full | 659.1014 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1014 |
| dewey-search | 659.1014 |
| dewey-sort | 3659.1014 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 1. Auflage |
| format | Book |
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| id | DE-604.BV044649190 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:58:13Z |
| institution | BVB |
| isbn | 9783981514285 3981514289 |
| language | English |
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| owner_facet | DE-188 DE-12 |
| physical | 100 Seiten Illustrationen, Diagramme |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Hochschulverlag Mittweidea AMAK AG |
| record_format | marc |
| series | Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit |
| series2 | Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit |
| spelling | Mucundorfeanu, Meda Verfasser aut The creative process behind the advertising discourse Meda Mucundorfeanu 1. Auflage Mittweida Hochschulverlag Mittweidea AMAK AG 2017 100 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit Band 6 Diskursanalyse (DE-588)4194747-2 gnd rswk-swf Werbesprache (DE-588)4065535-0 gnd rswk-swf Werbesprache (DE-588)4065535-0 s Diskursanalyse (DE-588)4194747-2 s DE-604 Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit Band 6 (DE-604)BV022889840 6 B:DE-101 application/pdf http://d-nb.info/1137066482/04 Inhaltsverzeichnis DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030046956&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mucundorfeanu, Meda The creative process behind the advertising discourse Mitteldeutsche Hochschul-Schriften. Reihe C, Medienpolitik, Marketing, PR und Öffentlichkeitsarbeit Diskursanalyse (DE-588)4194747-2 gnd Werbesprache (DE-588)4065535-0 gnd |
| subject_GND | (DE-588)4194747-2 (DE-588)4065535-0 |
| title | The creative process behind the advertising discourse |
| title_auth | The creative process behind the advertising discourse |
| title_exact_search | The creative process behind the advertising discourse |
| title_full | The creative process behind the advertising discourse Meda Mucundorfeanu |
| title_fullStr | The creative process behind the advertising discourse Meda Mucundorfeanu |
| title_full_unstemmed | The creative process behind the advertising discourse Meda Mucundorfeanu |
| title_short | The creative process behind the advertising discourse |
| title_sort | the creative process behind the advertising discourse |
| topic | Diskursanalyse (DE-588)4194747-2 gnd Werbesprache (DE-588)4065535-0 gnd |
| topic_facet | Diskursanalyse Werbesprache |
| url | http://d-nb.info/1137066482/04 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030046956&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV022889840 |
| work_keys_str_mv | AT mucundorfeanumeda thecreativeprocessbehindtheadvertisingdiscourse |
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