View
228
Download
1
Category
Tags:
Preview:
Citation preview
How Do We Create How Do We Create Great Advertising?Great Advertising?
Keep It Simple, Stupid Keep It Simple, Stupid
(KISS)(KISS)
Simple. Simple. Simple. Simple. Simple.Simple.
Keep it Keep it Simple, Simple, StupidStupid
Simple visual ideaSimple visual idea
Simple visual ideaSimple visual idea
Simple visual ideaSimple visual idea
Simple visual Simple visual and verbal ideaand verbal idea
Simple visual Simple visual and verbal ideaand verbal idea
Simple visual and verbal ideaSimple visual and verbal idea
AttentionAttention
Instant CommunicationInstant Communication
MemoryMemory
DemonstrationDemonstration
Brand ReminderBrand Reminder
DistinctionDistinction
Words and PicturesWords and Pictures
To Use Visuals Effectively,
Advertisers Must Focus on Six Key
Points:
simple conceptsimple concept
imaginativeimaginative
Use Use appeals appeals relating it to the audiencerelating it to the audience
Advertising AppealsAdvertising Appeals
• Ethical AppealEthical Appeal
Persuasion based on ethos or something a "good person" says. Testimonials.
ethical appealethical appeal
Advertising AppealsAdvertising Appeals
• Logical AppealLogical Appeal Persuasion based on facts; product fills Persuasion based on facts; product fills
a logical, practical need. Appeals to a logical, practical need. Appeals to intellectual and analytical processes of the intellectual and analytical processes of the consumer.consumer.
logical appeallogical appeal
Advertising AppealsAdvertising Appeals
• Emotional AppealEmotional Appeal Persuasion based on non-logical, non-Persuasion based on non-logical, non-intellectual aspects of viewer's personality. intellectual aspects of viewer's personality. Appeals to feelings rather than reason.Appeals to feelings rather than reason.
Self-preservation (strongest motivator of Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc.Fear, Humor, Sex, etc.
Use of Emotion Use of Emotion
emotionemotion
Sex appealSex appeal
sex appealsex appeal
emotional appeal: humoremotional appeal: humor
emotional appeal: sex/humoremotional appeal: sex/humor
You are Not Selling the Product; You are Not Selling the Product;
You are Selling the You are Selling the BenefitsBenefits of the Product of the Product
What What benefitsbenefits does does this ad sell?this ad sell?
product benefitproduct benefit
Creative AdvertisingCreative Advertising• Advertising must have:Advertising must have:– RelevanceRelevance – ideas have to mean something – ideas have to mean something
important to the audience.important to the audience.– OriginalityOriginality – one of a kind ideas that only one – one of a kind ideas that only one
person thinks of.person thinks of.– ImpactImpact – a commercial with impact has the – a commercial with impact has the
stopping power that comes from an intriguing stopping power that comes from an intriguing idea, something you have never thought about idea, something you have never thought about before.before.
• The HeadlineThe Headline• The SubheadThe Subhead• Body Copy Body Copy • Contact info/ Tag line/sloganContact info/ Tag line/slogan
Structure of a print Structure of a print AdvertisementAdvertisement
• The headline is The headline is part of the visual to part of the visual to attract interest.attract interest.
• The subhead gives The subhead gives the benefit and the benefit and transitions from transitions from headline to copy.headline to copy.
• The copy gives the The copy gives the details.details.
Structure of an Advertisement
– ContrastContrast– BalanceBalance– ColorColor– White SpaceWhite Space
Basic Design PrinciplesBasic Design Principles
Ad with Good ContrastAd with Good Contrast
A balanced A balanced layoutlayout
Unbalanced Unbalanced layoutlayout
Color in Color in DesignDesign
Good Use of Good Use of White SpaceWhite Space
Television Commercials
Scripts and Storyboards
Animated Storyboard
Ad from the storyboard
Radio Commercials
:15; :30; :45; 1:00
underwriting
Internet Commercials 1 – 5 minutes (long form)
Keep It Simple, Stupid Keep It Simple, Stupid
(KISS)(KISS)
Recommended