Introductory lecture to creative advertising (message based ads, the old fashioned kind).

1. What is great
CM417.2
Edward Boches, Professor of Advertising
Thursday, September 5, 13

2. Why do we advertise?
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3. Thursday, September 5, 13

4. To call people to action
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5. know, consider, buy, like, share, interact,
go, change, believe, vote, try, click
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6. What is the role of creativity?
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7. Attract your attention
Overcome indifference
Get you to care
Invite your participation
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8. Brand:
Action:
Message:
Creative:
Plant for the Planet
Donate to plant trees
Trees cut down CO2
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9. Thursday, September 5, 13

10. Brand:
Action:
Message:
Creative:
Oreo
Awareness, like, participate
100th anniversary
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11. Thursday, September 5, 13

12. Brand:
Action:
Message:
Creative:
JVC
Visit web, consider
Continuous shot feature
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13. Thursday, September 5, 13

14. Brand:
Action:
Message:
Creative:
The Guardian
Read, subscribe
News in the social age
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15. Thursday, September 5, 13

16. Brand:
Action:
Message:
Creative:
Google Hangouts
Aware, try
Brings people together
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17. Thursday, September 5, 13

18. Brand:
Action:
Message:
Creative:
Samsonite
Brand preference
Withstands rigors of travel
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19. Thursday, September 5, 13

20. Brand:
Action:
Message:
Creative:
Economist
Be a reader
Career building content
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21. Thursday, September 5, 13

22. Brand:
Action:
Message:
Creative:
Wonder Bra
Buy, wear
Looking good gets you places
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23. Thursday, September 5, 13

24. Brand:
Action:
Message:
Creative:
McDonalds
Eat here at night
Open late in the city
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25. Thursday, September 5, 13

26. Brand:
Action:
Message:
Creative:
Lego
Buy for your kids
Inspires inventors
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27. Thursday, September 5, 13

28. Brand:
Action:
Message:
Creative:
Guinness
Try new cold product
Can now be served cold
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29. Thursday, September 5, 13

30. Brand:
Action:
Message:
Creative:
ABC
Watch ABC TV shows
Good, funny entertainment
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31. Thursday, September 5, 13

32. Brand:
Action:
Message:
Creative:
Levis
Wear them
For people who are original
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33. Thursday, September 5, 13

34. Brand:
Action:
Message:
Creative:
Axe
Buy, use
Attractive to opposite sex
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35. Thursday, September 5, 13

36. Brand:
Action:
Message:
Creative:
Benetton
Shop here
We are against hatred
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37. Thursday, September 5, 13

38. Brand:
Action:
Message:
Creative:
Gay Lesbian Straight Education Network
Awareness for language
Re consider words and your use of them
Thursday, September 5, 13

39. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13

40. Are these ads the same or different?
Thursday, September 5, 13

41. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13

42. Demonstrates
Conveys benefit
Expresses beliefs
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
EducatesInforms
Thursday, September 5, 13

43. Visual
Headline
Image
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
WordsPhysical
Thursday, September 5, 13

44. What do all of these ideas have in
common?
Thursday, September 5, 13

45. Conceptually, they share characteristics
that make them “creative”.
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46. Original (and they have a concept)
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting (aesthetic)
Fun
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47. Executionally, they are beautifully crafted
and designed.*
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48. They are simple.
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49. Picture, headline, logo, sign-off. One element dominates.
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50. They have a hierarchy.
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51. Thursday, September 5, 13

52. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13

53. They leverage brand elements.
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54. Thursday, September 5, 13

55. They respect the consumer’s intelligence.
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56. Thursday, September 5, 13

57. Of course advertising can sell stuff.
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58. Advertising can be inspirational and
creative.
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59. Thursday, September 5, 13

60. Thursday, September 5, 13

61. It can make the world a better place.
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62. Thursday, September 5, 13

63. Thursday, September 5, 13

64. It can lighten your day.
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65. Thursday, September 5, 13

66. It can approach art.
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67. Thursday, September 5, 13

68. It can change our perspective.
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69. Thursday, September 5, 13

70. It can celebrate life.
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71. Thursday, September 5, 13

72. It can even save a life.
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73. McCann campaign for Australian Metro
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74. Advertising can be the most awesome
business in the world.
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75. Thursday, September 5, 13

76. Thursday, September 5, 13

77. And then there’s this.........
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78. Thursday, September 5, 13

79. Advertising interrupts an interesting story
with a less interesting story.
Daniel Stein
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80. Thursday, September 5, 13

81. Good advertising can tell you what a
product does and why you should buy it.
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82. Thursday, September 5, 13

83. Thursday, September 5, 13

84. But only great advertising entices you to
seek it out, pass it on, and actually care.
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85. Thursday, September 5, 13

86. Thursday, September 5, 13

87. Advertising takes many forms
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88. Print, TV, radio, outdoor, transit, point of
purchase, email, online, social, banners,
pre-roll, native, iAds.
Advertising takes many forms
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89. But there are only two kinds of
advertising. Ads that interrupt (some of
which may be welcome). Ads (content) we
choose to opt into.
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90. We aspire to make the kind of advertising
that is welcome and that users opt into.
Great advertising. The hardest kind to
make.
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91. Thursday, September 5, 13