In chapter 5, we look at the big idea. We are taught to approach an ad with the 6 major question: who, what, where, when, why, and how. As we have already been taught the 6 phases of the design process, we try to use the two ideas together in a sense that will properly convey what the brand wants to get across.
Part of this process could include implementing two different ideas into one. We see this come into effect with the Sony ad that uses a shirt. The ad takes a man's shirt with only one button down the middle. While Sony is obviously a more technological based brand advertising its products, we see them take the idea of clothing to convey their idea. The product they are choosing to advertise uses a wheel that controls a video camera. No other buttons, no other switches, just a single wheel. They use the similarities between their wheel and a single button on a shirt, and in this case, works out extremely well, especially when the first thing you notice on the visual is the single button, but are then forced to read the copy in the top left corner.
While I am a firm believer that companies should always try something else before they resort to "sex sells," Listerine executes their purpose very well in this ad. Using men's (and women's) minds against them in this ad, they rely on first reactions to sell their product. Initially, we all see the bottom half of a woman in the visual. But as we read the copy and see the product placement in the bottom right corner, we take a step back and realize they are teeth and gums. While this may not have been their plan, I could potentially see the audience realizing that this is for dental hygiene, but also personal hygiene as well. Good job, Listerine, you killed two birds with one stone.
Part of this process could include implementing two different ideas into one. We see this come into effect with the Sony ad that uses a shirt. The ad takes a man's shirt with only one button down the middle. While Sony is obviously a more technological based brand advertising its products, we see them take the idea of clothing to convey their idea. The product they are choosing to advertise uses a wheel that controls a video camera. No other buttons, no other switches, just a single wheel. They use the similarities between their wheel and a single button on a shirt, and in this case, works out extremely well, especially when the first thing you notice on the visual is the single button, but are then forced to read the copy in the top left corner.
While I am a firm believer that companies should always try something else before they resort to "sex sells," Listerine executes their purpose very well in this ad. Using men's (and women's) minds against them in this ad, they rely on first reactions to sell their product. Initially, we all see the bottom half of a woman in the visual. But as we read the copy and see the product placement in the bottom right corner, we take a step back and realize they are teeth and gums. While this may not have been their plan, I could potentially see the audience realizing that this is for dental hygiene, but also personal hygiene as well. Good job, Listerine, you killed two birds with one stone.
No comments:
Post a Comment