This semester I had the chance create a local ad, a national ad, and a TV broadcasting ad in English 2060 Writing for Advertisement. Throughout the semester, we analyzed William F. Arens’ book Advertising and Robert Bly’s book The Copywriter’s Handbook. In addition to the books, the concept of C.R.A.P I learned from the desktop and publishing course helped in the creation of all my advertisements.
Arens’ book Advertising has such a wealth of knowledge that only the top three concepts that truly helped me will be discussed. The first concept that guided the creation of every single advertisement is the concept of Word of Mouth (WOM). The WOM process is to have individuals pass on information, especially product recommendations. This is perhaps …show more content…
Facebook, Twitter, Snap Chat etc., utilizes people’s thoughts, likes, and dislikes about something to gain exposure. Hence, while creating my ad, I wanted it to be so captivating, riveting, and interesting that people will want to talk about it simply form the ad.
In order to create such an immense amount of buzz, I had to be conscious of C.R.A.P. in my design layouts. I had to be sure I did not violate the rules of these ideas. In all three ads, I was conscious of the amount of white I used or did not use, I made sure the fronts were in sync enough to constitute a repeating pattern (repetition), but the different ideas and headings differed in size so my audience will which concepts were most important.
This was especially the case in the local ad. I strategically selected a layout that would make reading the ad a pleasant experience, and bullet pointed the information because chinking information holds a person attention longer. In the national ad I did use any white space. This was an executive decision and a preference. I wanted it to have a movie trailer type of feel to it (i.e. the coming to a city near you phrase in the ad). This is the reason a tagline was not included
Arens’ book Advertising has such a wealth of knowledge that only the top three concepts that truly helped me will be discussed. The first concept that guided the creation of every single advertisement is the concept of Word of Mouth (WOM). The WOM process is to have individuals pass on information, especially product recommendations. This is perhaps …show more content…
Facebook, Twitter, Snap Chat etc., utilizes people’s thoughts, likes, and dislikes about something to gain exposure. Hence, while creating my ad, I wanted it to be so captivating, riveting, and interesting that people will want to talk about it simply form the ad.
In order to create such an immense amount of buzz, I had to be conscious of C.R.A.P. in my design layouts. I had to be sure I did not violate the rules of these ideas. In all three ads, I was conscious of the amount of white I used or did not use, I made sure the fronts were in sync enough to constitute a repeating pattern (repetition), but the different ideas and headings differed in size so my audience will which concepts were most important.
This was especially the case in the local ad. I strategically selected a layout that would make reading the ad a pleasant experience, and bullet pointed the information because chinking information holds a person attention longer. In the national ad I did use any white space. This was an executive decision and a preference. I wanted it to have a movie trailer type of feel to it (i.e. the coming to a city near you phrase in the ad). This is the reason a tagline was not included