VI- Turn it Right Around
• How can the benefit be depicted by inverting
something familiar into its opposite? Convert
the benefit into a disadvantage; show the
negative instead of the positive, reverse roles.
And change the perspective.
XVI- Change the product
• How could the product be depicted differently
to best communicate its benefit? Change its
shape? Change its use? Change its location?
Alter the way it looks, moves, sounds, smells?
XIX- In the beginning was the word
• What sayings or proverbs does the product or
its USP make you think of? How would others
describe the product or its USP? (Your
grandparents, politicians, housewives, etc)
Listen to everyday talk (jargon, dialect, slang,
etc.). What contradictions do descriptions of
the product provoke? (Eloquent silence,
bittersweet, la force tranquille)
XXII- Alternative media
• How can an outdoor site be used in a fun to
attract and involve the attention of passersby? What familiar places or objects can you
use for you AD to attract in a provocative way?