How to make ads that don't suck

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How to make ads that don't suck

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How to make ads that don't suck

  1. 1. how to make ads that don’t suckTomMcManus.com 1
  2. 2. Contents I.  The NOs II.  Techniques for making ads that don’t suck. a. Cause and Effect b. Demonstration c. Irony d. Hyperbole e. Understatement f. Reversal g. The High Ground h. Stupid i. Vernacular j. Red Herring k. TruthTomMcManus.com 2
  3. 3. The NOs No puns No word plays No metaphors Work with ideas, not words.TomMcManus.com 3
  4. 4. I. Cause and effectShow either the cause or the effect.TomMcManus.com 4
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  8. 8. II. Demonstration The act of showing or making evident. TomMcManus.com 8
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  13. 13. III. Irony The use of words to express something different from and often opposite to their literal meaning. For example: The asbestos factory caught fire. TomMcManus.com 13
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  15. 15. IV. Hyperbole A figure of speech in which exaggeration is used for emphasis or effect, as in I could sleep for a year or This book weighs a ton. TomMcManus.com 15
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  21. 21. V. Understatement Restraint or lack of emphasis in expression, as for rhetorical effect. TomMcManus.com 21
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  24. 24. V. Reversal Man bites dog. TomMcManus.com 24
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  28. 28. VI. The High GroundTomMcManus.com 28
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  31. 31. VI. Stupid Marked by a lack of intelligence or care; foolish or careless: a stupid mistake. TomMcManus.com 31
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  36. 36. VI. Vernacular The idiom of a particular trade or profession. TomMcManus.com 36
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  41. 41. VI. The Red Herring Something that is or is intended to be misleading or distracting. TomMcManus.com 41
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  43. 43. VII. The Truth An insight into the nature of something. TomMcManus.com 43
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