By Tim Collins
100 how you can Create an Ad is an available advent to inventive ads suggestions. that includes a hundred spreads detailing techniques equivalent to the 'Reveal' and the 'Mash-up', it provides the most important equipment of devising print, tv, radio, direct, and on-line ideas.
The strategy of growing an advert may be divided into 3 steps: making plans; idea production; crafting. This publication presents a simple consultant to notion production, together with equipment which are acceptable throughout media and providing wide-ranging examples from foreign campaigns.
Aimed at enterprise creatives, planners, and account handlers, in addition to image designers, advertising pros, and scholars, 100 how you can Create an Ad has wide-ranging charm
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Extra info for 100 ways to create a great ad
The visual leads us to expect a hard-hitting headline, so the casual tone of the line takes us by surprise. 03 / Ronseal ‘Does exactly what it says on the tin’. We’re used to endlines for products like this making big claims about effectiveness, so this down-to-earth tone stood out. Climate change isn’t some threat to the future. It’s today’s reality. Environmental disasters, such as droughts in Niger, are wrecking people’s lives with more and more frequency. And it’s going to get worse. Want to do something about it?
Advertising is infamous for manipulating the truth about products, but sometimes exaggeration is used for rhetorical purposes rather than to mislead consumers. Hyperbole uses exaggeration to emphasize a point – often for comic effect – but it is not meant to be taken literally. A Nike poster for the 1992 Barcelona Olympics featured Ukrainian pole-vault favourite Sergey Bubka alongside the line ‘Spanish air traffic control has been notiﬁed’. Sadly, Bubka failed to win a medal at the games, so air traffic control didn’t have much to worry about.
Pace’. But this technique can seem a little stale, especially in business-tobusiness advertising, where generic words like ‘excellence’, ‘quality’ and ‘reliability’ are thrown carelessly together. 01 02 03 15 Headlines and endlines are often arranged into pairs of contrasting words or phrases. 34 / 100 ways to create a great ad CONTRASTING PAIRS 01 / Marston’s This tongue-in-cheek campaign stirred up the rivalry between supporters of the English and Australian cricket teams with contrasting pairs.
100 ways to create a great ad by Tim Collins