By Bonnie L. Drewniany, A. Jerome Jewler
Artistic method IN ads presents every little thing you should be profitable as an advertisements expert in todays fast-changing media setting. targeting the concept that solid ads regularly starts off with an figuring out of individuals and an wisdom in their wishes, the textual content advances in the course of the inventive strategy step-by-step. It focuses first at the artistic individual, after which on procedure and challenge fixing. Complementing specialist guide with wide examples of layouts and advert reproduction, this booklet delivers all of the priceless instruments to create successful advertisements thoughts.
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Either way, the decision to standardize (maintain consistent identity elements across countries and cultures) or localize (translate and design identity elements for the local culture) is an important one for marketers. The decision to standardize or localize includes many considerations, including how consumers in a particular part of the world view the brand and whether the name of the brand will translate effectively. Whatever the decision, it is not made lightly.
Translating an Identity for Different Media—and Cultures If you’ve ever traveled to another country, you’ve probably noticed the existence—some would save pervasiveness—of American brands. Perhaps the brand names and logos were the same as you’ve seen in the United States, or maybe the brand names were translated into the local country’s language or dialect and the logo was different from the one used in the 12 Don Schultz, S. I. Tannenbaum, and R. F. Lauterborn, Integrated Marketing Communications: Pulling It Together & Making It Work (Chicago: NTC Business Books, 1993).
Due to the turnaround time, we wrote scripts and acted them out. Sometimes we create concept boards, with various photos or faces that help us paint the drama. ” One of the ﬁrst TV spots in the campaign opens on a mischievous boy who’s dressed in a superhero’s cape and goggles. We hear his mom calling for him in the background: “Sam . . turn down the TV. Sammy . . Sam . . ” As she pleads with him to be careful, he takes a ﬂying leap off the porch, straight into the bushes. ” Undaunted, Sam gets up, brushes off his cape, readjusts his goggles, and climbs back on the porch to do it all over again.
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