What is great (message based advertising)
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Transcript of What is great (message based advertising)
What is great
CM417.2
Edward Boches, Professor of Advertising
Thursday, September 5, 13
Why do we advertise?
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To call people to action
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know, consider, buy, like, share, interact, go, change, believe, vote, try, click
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What is the role of creativity?
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Attract your attentionOvercome indifferenceGet you to careInvite your participation
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Brand: Action:
Message: Creative:
Plant for the PlanetDonate to plant treesTrees cut down CO2
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
OreoAwareness, like, participate100th anniversary
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
JVCVisit web, considerContinuous shot feature
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
The GuardianRead, subscribeNews in the social age
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Brand: Action:
Message: Creative:
Google HangoutsAware, tryBrings people together
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
SamsoniteBrand preferenceWithstands rigors of travel
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
EconomistBe a readerCareer building content
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
Wonder BraBuy, wearLooking good gets you places
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
McDonaldsEat here at nightOpen late in the city
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
LegoBuy for your kidsInspires inventors
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
GuinnessTry new cold productCan now be served cold
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
ABCWatch ABC TV showsGood, funny entertainment
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Thursday, September 5, 13
Brand: Action:
Message: Creative:
LevisWear themFor people who are original
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
AxeBuy, useAttractive to opposite sex
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
BenettonShop hereWe are against hatred
Thursday, September 5, 13
Thursday, September 5, 13
Brand: Action:
Message: Creative:
Gay Lesbian Straight Education NetworkAwareness for languageRe consider words and your use of them
Thursday, September 5, 13
e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
Are these ads the same or different?
Thursday, September 5, 13
e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
Demonstrates
Conveys bene!t
Expresses beliefs
e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
fag.got (fag t)
‘
EducatesInforms
Thursday, September 5, 13
Visual
Headline
Image
e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
fag.got (fag t)
‘
WordsPhysical
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What do all of these ideas have in common?
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Conceptually, they share characteristics that make them “creative”.
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Original (and they have a concept)UnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arresting (aesthetic)Fun
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Executionally, they are beautifully crafted and designed.*
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They are simple.
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Picture, headline, logo, sign-off. One element dominates.
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They have a hierarchy.
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Thursday, September 5, 13
e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
They leverage brand elements.
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Thursday, September 5, 13
They respect the consumer’s intelligence.
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Thursday, September 5, 13
Of course advertising can sell stuff.
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Advertising can be inspirational and creative.
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It can make the world a better place.
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It can lighten your day.
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It can approach art.
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It can change our perspective.
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It can celebrate life.
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It can even save a life.
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McCann campaign for Australian Metro
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Advertising can be the most awesome business in the world.
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And then there’s this.........
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Thursday, September 5, 13
Advertising interrupts an interesting story with a less interesting story.
Daniel Stein
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Good advertising can tell you what a product does and why you should buy it.
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But only great advertising entices you to seek it out, pass it on, and actually care.
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Advertising takes many forms
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Print, TV, radio, outdoor, transit, point of purchase, email, online, social, banners, pre-roll, native, iAds.
Advertising takes many forms
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But there are only two kinds of advertising. Ads that interrupt (some of which may be welcome). Ads (content) we choose to opt into.
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We aspire to make the kind of advertising that is welcome and that users opt into. Great advertising. The hardest kind to make.
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Thursday, September 5, 13