The document discusses elements of message strategy for creative advertising. It explains that the creative team develops the message strategy, which occurs before, during or after the creative process. The message strategy provides a simple description of the overall creative approach for an ad campaign, including the main idea, execution details, and rationale. It identifies three components of message strategy - the verbal (what the ad should say), non-verbal (graphics and visuals), and technical (production details). The document also discusses the role of creativity in informing, persuading, reminding consumers and creating impact, using visual and verbal metaphors.

1. Aiden Yeh, PhD
Wenzao Ursuline University of
Languages
http://blog.supermedia.com/media/message.jpg
Creative Strategy

2. Elements of Message Strategy
• The creative team develops the message
strategy
• This actually occur before, during, or after
the creative process of searching for the
big idea

3. Message Strategy is…
• A simple description and explanation of an
ad campaign’s overall creative approach
• Main idea
• Details about how the idea will be
executed
• And a rationale

4. Three components of message
strategy
• Verbal-what the ad should say, choice of
words, relationship of the copy approach
to the medium
• Non-verbal- ad’s graphics, visuals used,
overall ad appearance
• Technical – production (how the ad will be
produced, and any mandatories
(addresses, logos, and slogans)

5. What’s the message?
Product,
Brand
Verbal
Visual

6. Non-verbal communication
What does this ad say?

7. http://www.adsneeze.com/media/2007/09/pore.jpg

8. http://www.adsneeze.com/media/2007/0
5/jonathan-rhys-meyers.jpg

9. What is creativity?
•
•
•
•
•
•
Creative style
Creative concept
Vivid ad
Attracts attention
Maintains interest
Stimulates consumers’ thinking

10. Role of Creativity
•
•
•
•
It informs
It persuades
It reminds
It creates the ‘boom’ factor- the punchline

11. Visual and Verbal Metaphor
• Metaphor- a figure of speech in which a
word or phrase literally denoting one kind
of object or idea is used in place of
another to suggest a likeness or analogy
between them (as in drowning in money)
• Put a tiger in your tank.
• Fly the friendly skies.
• Own a piece of the rock.

12. Visual metaphor [clog]
Verbal
metaphor

13. What does it
mean?