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)