You have all your tools in place: your four Creative Advertising exercises; your 10 Creative Twisters; and your brainstorming group skills. Now you’re ready to implement them.
Here’s a hypothetical assignment: write an internal flyer to notify your company’s employees of the annual picnic.
You begin by putting Creative Advertising #1 to work, making a list of the facts: Read the rest of this entry »
Notice how few words it took to make the health-related points and tell the story: There are no extraneous words to slow the copy down; no unrelated information to diffuse the story. Even the verb that asks for the order “Pick up • ..” relates to the product—oranges are “picked,” as we explored with Creative Advertising.
Once the story is completed, it’s time to start at the beginning: the headline. Since you’re telling a health story, let’s return to Creative Aerobics #2 and #4 and review the layers of information already created. Read the rest of this entry »
A traditional print ad can be broken down into specific parts: (a) the headline; (b) the lead-in; (c) a transition to (d) the story or “sell”; (e) a transition from the story or sell; and, (f) the wrap-up.
You may be asked to create a seventh element: a slogan or positioning line. For now, just execute the six elements listed above. Read the rest of this entry »
The difference between run-of-the-mill advertising and advertising that engages the reader, listener or viewer begins with vision: the ability to see the product or the product’s user in a way no one has observed previously. It is critical that you become a skilled observer.
Think about the advertising you have seen for cruise lines. What comes to mind? Hundreds of cruise guests standing at a ship’s railing as their friends and relatives see them off? A crowded dance floor peopled by couples in formal dress? Groaning tables of sumptuous food accompanied by exotic ice sculptures? Read the rest of this entry »
