Presentation on theme: "How Do We Create Great Advertising?. Keep It Simple, Stupid (KISS)"— Presentation transcript:
How Do We Create Great Advertising?
Keep It Simple, Stupid (KISS)
Simple. Simple. Simple. Keep it Simple, Stupid
Simple visual idea
Simple visual and verbal idea
Attention Instant Communication Memory Demonstration Brand Reminder Distinction Words and Pictures To Use Visuals Effectively, Advertisers Must Focus on Six Key Points:
Use appeals relating it to the audience
Advertising Appeals Ethical AppealEthical Appeal Persuasion based on ethos or something a "good person" says. Testimonials.
Advertising Appeals Logical AppealLogical Appeal Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer. Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer.
Advertising Appeals Emotional AppealEmotional Appeal Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Persuasion based on non-logical, non- intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc.
Use of Emotion
emotional appeal: humor
emotional appeal: sex/humor
You are Not Selling the Product; You are Selling the Benefits of the Product
What benefits does this ad sell?
Creative Advertising Advertising must have:Advertising must have: –Relevance – ideas have to mean something important to the audience. –Originality – one of a kind ideas that only one person thinks of. –Impact – a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before.
The HeadlineThe Headline The SubheadThe Subhead Body CopyBody Copy Contact info/ Tag line/sloganContact info/ Tag line/slogan Structure of a print Advertisement
The headline is part of the visual to attract interest.The headline is part of the visual to attract interest. The subhead gives the benefit and transitions from headline to copy.The subhead gives the benefit and transitions from headline to copy. The copy gives the details.The copy gives the details. Structure of an Advertisement
–Contrast –Balance –Color –White Space Basic Design Principles
Ad with Good Contrast
A balanced layout
Unbalanced layout Unbalanced layout
Color in Design
Good Use of White Space
Television Commercials Scripts and Storyboards
Ad from the storyboard
Radio Commercials :15; :30; :45; 1:00 underwriting