Mike Parenti - Chapters 1, 2, & 3
Chapter one highlighted an ad in which I have given much attention to in the past. The Volkswagen ad on page 11 is one that has received much attention for a great example of how to utilize copy within an advertisement. They use the copy to encourage the reader to "Think Small." Volkswagen uses this idea within the advertisement in order to highlight not only the size of the Beetle, but also the practicality and comparability to bigger, more inconvenient cars. The placement and depth within the advertisement of the Beetle brings relevance to the copy as well. This ad was also revolutionary in the way print ads were laid out using a specific visual style.
Chapter two provides insight into the process behind a successful ad. They go into great detail about the each phase needed to get the final product. These phases are: overview, strategies, ideas, design, production, and implementation. They provide an excellent example of the creative brief, as well. The image I chose was the Chick-fil-a billboard ad. They were able to conclude that because their demographic preferred a chicken sandwich because it seemed "healthier" than a hamburger, but did not know of any restaurant locations other than when they were at the mall. Because of this information, it is my understanding that Chick-fil-a was not only to advertise on a much broader scale, but also decided to open up stand-alone locations.
Chapter three, titled, "Creative Thinking," details the actual thinking process that goes into creating an ad. The Levi's ads that features the shrink-to-fit showcases the thinking process in the most literal sense of the special features of the jeans. The creative department decided to literally shrink the wearer in order to allow the audience to get the picture.
Chapter one highlighted an ad in which I have given much attention to in the past. The Volkswagen ad on page 11 is one that has received much attention for a great example of how to utilize copy within an advertisement. They use the copy to encourage the reader to "Think Small." Volkswagen uses this idea within the advertisement in order to highlight not only the size of the Beetle, but also the practicality and comparability to bigger, more inconvenient cars. The placement and depth within the advertisement of the Beetle brings relevance to the copy as well. This ad was also revolutionary in the way print ads were laid out using a specific visual style.
Chapter two provides insight into the process behind a successful ad. They go into great detail about the each phase needed to get the final product. These phases are: overview, strategies, ideas, design, production, and implementation. They provide an excellent example of the creative brief, as well. The image I chose was the Chick-fil-a billboard ad. They were able to conclude that because their demographic preferred a chicken sandwich because it seemed "healthier" than a hamburger, but did not know of any restaurant locations other than when they were at the mall. Because of this information, it is my understanding that Chick-fil-a was not only to advertise on a much broader scale, but also decided to open up stand-alone locations.
Chapter three, titled, "Creative Thinking," details the actual thinking process that goes into creating an ad. The Levi's ads that features the shrink-to-fit showcases the thinking process in the most literal sense of the special features of the jeans. The creative department decided to literally shrink the wearer in order to allow the audience to get the picture.
We all know of this campaign and we see so much of it, but do we ever stop to think what went into it? "I don't want to run today." Just do it. "I don't want to take these 5 flights of stairs." Just do it. Nike decided to fight the enemy of their brand: laziness. They combated their enemy with three simple words that changed the face of their entire brand. They encouraged their customers to seek the solution only they themselves could achieve.
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