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Advertising patterns and storytelling explained by Adam Acar
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Think like a copywriter…
..
EXAGGERATE THE PROBLEM
EXAGGERATE THE PROBLEM
EXAGGERATE THE PROBLEM
EXAGGERATE THE SOLUTION
EXAGGERATE THE SOLUTION
EXAGGERATE WHAT THE PRODUCT CAN DO
EXAGGERATE WHAT THE PRODUCT CAN DO
EXAGGERATE WHAT THE PRODUCT CAN DO
VISUALIZE WHAT THE PRODUCT IS LIKE
VISUALIZE HOW IT FEELS TO USE THE PRODUCT
VISUALIZE HOW IT FEELS TO USE THE PRODUCT
VISUALIZE HOW IT FEELS AFTER USING THE PRODUCT
SHOCK YOUR READERS
USE COUNTERINTUITIVE HEADLINES
TELL A STORY
USE UNUSUAL HEADLINES
TURN THE PRODUCT/PACKAGE INTO AN OBJECT OR AN ART FORM
THE DESIRES, DREAMS AND WISHES OF THE TARGET MARKET
CHANGE THE AD SLIGHTLY FOR EACH SEGMENT
FEATURE ANIMALS & OBJECTS AS HUMANS
REMEMBER EACH COLOR HAS A SYMBOLIC MEANING
BlueThe most popular color. Relaxation, trust, comfort, calmness, security. Dark blue looks professional and
light blue looks friendly.
RedThe most attention grabbing, the fastest processed color. Passion,
love, energy, speed, danger, urgency. It increases our heart rate (may be related with our blood).
YellowHeat, joy, happiness, laughter,
optimism, youngness, sunshine. Too much yellow might be tiresome
for eyes. It creates good contrast when used with other colors.
OrangeAggressive, call to action. Used in
the logos of restaurants along with yellow.
GreenThe easiest processed color.
Natural, healthy, expectation, intelligence, wealthy, relaxing.
PinkRomantic, feminine, young females,
love, wisdom, approachable.
PurpleCreativity, loyalty, dignity, wealth
BlackMasculine, sadness, powerful,
luxury, sophisticated, mysterious.
Gray/SilverTechnology, efficiency, adventure,
competition.
White- simplicity, purity, new beginnings
AIDA
• A good advertisement must– Attract Attention (A) – Increase Interest in the product (I)– Create Desire to get the product (D)– Lead to an Action to get the product (A)
DISCLAIMER• I do not own these images. These are the links to the original files• http://i.dailymail.co.uk/i/pix/2011/03/31/article-0-001AFBFE00000258-370_468x263.jpg• http://www.saleschase.com/blog/assets/2012/05/Catchy-Funny-Ad-Day_Best-Commercial-Ad-Campaign_Colgate-Plax-Eye-Mask-e1337847877947.jpg• http://cdn.doublemesh.com/wp-content/uploads/2013/11/Voltaren-Bulldozer.jpg• http://i.dailymail.co.uk/i/pix/2012/01/23/article-0-0DE3D9FE00000578-711_634x366.jpg• http://trendsupdates.com/wp-content/uploads/2008/10/funny-ads-1.jpeg• http://3.bp.blogspot.com/_uBqR-SxdBYc/SMdYP0a6VqI/AAAAAAAAAn8/4wDruo-vi5Y/s400/18.jpg• http://1.bp.blogspot.com/-ARBkF8pcjw4/TcGAkE2aBfI/AAAAAAAAC6I/p9eSqQJg12k/s1600/Funny+Advertising7.jpg• http://www.saleschase.com/blog/assets/2012/03/Catchy-Ad-of-The-Day-by-Saleschase.com_3M-Scotch.jpg• http://pleated-jeans.com/wp-content/uploads/2012/06/webdesignerdepot-1-1.jpg• http://adsoftheworld.com/media/print/arno_blender_bush• http://theinspirationroom.com/daily/print/2007/3/australia_post_dad_hug.jpg• http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads1.jpg• http://theinspirationroom.com/daily/print/2007/3/australia_post_hug.jpg• http://ecx.images-amazon.com/images/I/41DT6h-lsxL.jpg• http://files.coloribus.com/files/adsarchive/part_1040/10406355/file/lego-city-shadow-small-11887.jpg• http://adsoftheworld.com/media/print/innocence_in_danger_girl_0• http://www.inspirefirst.com/2012/05/12/40-social-awareness-advertisements/• http://amazngfacts.com/facts/40-most-powerful-social-advertisements/• http://www.1stwebdesigner.com/wp-content/uploads/2010/01/most-interesting-ads/pepsi-twist-most-interesting-and-creative-ads.jpg• http://allyourwants.blogspot.jp/2010/10/very-interesting-advertisements.html• http://bestvideosnow.com/wp-content/uploads/2013/05/anuncios-graciosos-02.jpg• http://www.chilloutpoint.com/images/2013/09/amazing-creativity-in-pictures/amazing-creativity-in-pictures-01.jpg• http://www.wallpaperhi.com/thumbnails/detail/20120720/funny%20ballet%20creative%20advertisement%20dancing%20baker%20ad%20commercial%20microvawe%201600x1055%20wallpaper_www.wallpaperhi.com_99.
jpg• http://www.moreaboutadvertising.com/wp-content/uploads/2013/06/econ-4.jpg• http://img.gawkerassets.com/img/18kgb4niduv1kjpg/original.jpg• http://adsoftheworld.com/media/print/bling_accessories_soccer• http://www.printwand.com/blog/media/2013/03/john-caples-sales-letter.jpg• http://adsoftheworld.com/media/print/colorado_wildlife_council_lessons• http://adsoftheworld.com/media/print/lego_masters_leonardo• http://kavi9999.files.wordpress.com/2009/11/absolut-paradise.jpg• http://theinspirationroom.com/daily/commercials/2006/7/coca-cola-happiness-factory.jpg• http://creativadvertising.files.wordpress.com/2013/05/creative-advertising-outdoor-open-heppiness-coca-cola.jpg• http://adsoftheworld.com/media/print/globalization_and_solidarity_global_neighbors_care• http://adsoftheworld.com/media/outdoor/book_culture_imagination_got_there_first_2• http://adsoftheworld.com/media/print/acuario_inbursa_ocean• http://static1.businessinsider.com/image/4f8eaccbecad04a25900000b-1200/phyllis-robinson-ran-the-copy-department-of-ddb-in-1949-shes-responsible-for-you-dont-have-to-be-jewish-to-enjoy-levys-jewish-rye-bread.jpg• http://www.trueartworks.com/large/0000-5682.jpg• http://neurorelay.com/wp-content/uploads/2012/06/color-purchases.png• http://99designs.com/designer-blog/2011/09/08/how-color-impacts-emotions-and-behaviors/• http://adamacar.wordpress.com/about/