Lesson #1
Great Ads Entertain
Grasping the Age of Persuasion begins by understanding that most of our media are driven by entertainment. To march out of step with that is to be a pair of brown shoes in a world of tuxedos. Or an errant paperclip
Lesson #2
Great Ads Engage
Ready? Let's rewind and
replay- in slow motion- what just happened in your mind.
"Okay, it's teeth.
Wait... the shape is funny. Awright... it's hard hats. Why
hard hats? Sensodyne... ah... so it's about protecting teeth."
Engaging ads invite you into a conversation, and put you to work: using parts of your brain not required with the old-school "we'll talk/you listen" school of advertising.
Lesson #3
Great Ads Assume You're Intelligent
Bulletin Bulletin Bulletin... People who aren't idiots resent being treated as though they are.
Lesson #4
Great Ads are Striking to Look At
Even the minimalist ads. Especially the minimalist ads.
The late great David Ogilvy used to say "Only first class business, and that in a first class way." Ogilvy owned a lavish castle in France. 'Nuff Said.
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