Communications

Download Creative Strategy in Advertising by Bonnie L. Drewniany, A. Jerome Jewler PDF

By Bonnie L. Drewniany, A. Jerome Jewler

Inventive process IN advertisements offers every little thing you have to be profitable as an ads specialist in todays fast-changing media atmosphere. concentrating on the concept that sturdy ads constantly begins with an realizing of individuals and an knowledge in their wishes, the textual content advances during the artistic strategy step-by-step. It focuses first at the artistic individual, after which on procedure and challenge fixing. Complementing professional guide with wide examples of layouts and advert replica, this e-book promises all of the valuable instruments to create successful ads suggestions.

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Once you hear the punch line, it’s not as funny the second time. And when you hear the same joke a bunch of times, it can become downright tedious. Humor, by contrast, is subtler and often contains nuances that make you want to see and hear it repeatedly. Many humorous commercials become funnier the more times that you see them. A comedy club understood the difference between jokes and humor when it created a delightful radio spot that promoted what it was selling: laughter. The spot recorded various types of laughter—the chuckle, the giggle, the cackle, the sputtering burst, the snort, and so on.

That is, did the entertainment content intrude on the message or reinforce it? Suggested Activities 1. Take inventory of the number of advertising messages you see or hear in a single day. How many did you count, how many do you remember vividly, and what were some of the more unusual places in which you found advertising? 2. Find examples of advertisements that you believe are in bad taste. What could the advertisers have done to eliminate such qualities without diminishing the effect of the selling message?

Print campaign makes milk seem cool by showing hundreds of celebrities—from sports figures 20 CHAPTER 1 C R E AT I V I T Y to political leaders to cartoon characters—sporting milk mustaches. Supermodel Tyra Banks appeared in ads that ran in Seventeen magazine and the swimsuit issue of Sports Illustrated. In the Seventeen ad, she wears a white tank top, blue jeans, and a milk mustache. The copy reads: Girls, here’s today’s beauty tip. Think about you and your 10 best friends. Chances are 9 of you aren’t getting enough calcium.

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