Exhibit 9-20 This Zerex ad uses a dramatization execution service as the star. Dramatization is somewhat akin to slice-of-life execution in that it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story. The purpose of using drama is to draw the viewer into the action it portrays. Advocates of drama note that when it is successful, the audience becomes lost in the story and experiences the concerns and feelings of the characters.24 According to Sandra Moriarty, there are five basic steps in a dramatic commercial:

First is exposition, where the stage is set for the upcoming action. Next comes conflict, which is a technique for identifying the problem. The middle of the dramatic form is a period of rising action where the story builds, the conflict intensifies, the suspense thickens. The fourth step is the climax, where the problem is solved. The last part of a drama is the resolution, where the wrap-up is presented. In advertising that includes product identification and call to action.25

The real challenge facing the creative team is how to encompass all these elements in a 30-second commercial. A good example of the dramatization execution technique is the ad for Zerex antifreeze in Exhibit 9-20, which shows a woman's sense of relief when her car starts at the airport on a cold winter night. The ad concludes with a strong identification slogan, "The temperature never drops below Zerex," that connects the brand name to its product benefit.

Humor Like comparisons, humor was discussed in Chapter 6 as a type of advertising appeal, but this technique can also be used as a way of presenting other advertising appeals. Humorous executions are particularly well suited to television or radio, although some print ads attempt to use this style. The pros and cons of using humor as an execu-tional technique are similar to those associated with its use as an advertising appeal.

Combinations Many of the execution techniques can be combined to present the advertising message. For example, animation is often used to create personality symbols or present a fantasy. Slice-of-life ads are often used to demonstrate a product or service. Comparisons are sometimes made using a humorous approach. FedEx uses

Exhibit 9-20 This Zerex ad uses a dramatization execution

Temperature Never Drops Below Zerex

humorous executions of the slice-of-death genre depicting businesspeople experiencing dire consequences when they use another delivery service and an important document doesn't arrive on time. It is the responsibility of the creative specialist(s) to determine whether more than one execution style should be used in creating the ad.

Our discussion thus far has focused on the development of creative strategy and C reat ive Tactics various appeals and execution styles that can be used for the advertising message. Once the creative approach, type of appeal, and execution style have been determined, attention turns to creating the actual advertisement. The design and production of advertising messages involve a number of activities, among them writing copy, developing illustrations and other visual elements of the ad, and bringing all of the pieces together to create an effective message. In this section, we examine the verbal and visual elements of an ad and discuss tactical considerations in creating print ads and TV commercials.

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