Techniques used in advertising to come up with unique designs and ideas.

1. Conceptual Advertising
Examples/Techniques
Concept Design: Week 2

2. Emotional Technique
What is the mood you want the viewer to feel? The first thing Don does is it gives us a master class in
marketing and that is never talk about the function, talk about the benefits and the emotion of the product.
Watch here: https://vimeo.com/20736616

3. Emotional Technique
Emotion: So in this ad, Nike is using emotion and current issues to bring attention to
their messaging.
Football player, Colin Kaepernick
refused to stand for the national anthem
at the beginning of football games as a
means of highlighting racial inequality
regarding African Americans.

4. The power of facts technique
Facts: Find a strong enough one and let it be the headline or run the concept.
Aquarium
uses facts
about
animals in
their
headlines to
make
interesting
ads.

5. The power of facts technique
Facts: Find a strong enough one and let it be the headline or run the concept.
Using facts about Bruce Lee to prove that power doesn’t have to come from something big.

6. Testimonials from people, celebrities and historical figures
technique.
They don’t have to be alive or real, they are used for their attention-grabbing
qualities and believability and persuasion.
Using Einstein as an example of bad hair.

7. Comparisons, before and afters technique
These are called “twofers”. Comparison, contrast, before and after, side by side.
These are often fast to get.
A comparison with the competition doesn’t have
to be boring. The Episcopal church’s aggressive
tone gets right to the point.

8. Comparisons, before and afters technique
These are called “twofers”. Comparison, contrast, before and after, side by side.
These are often fast to get.
A comparison with the competition doesn’t have
to be boring. This example for a business
company, they compare themselves to the older,
bigger dog vs. the little chihuahuas.

9. Comparisons, before and afters
These are called “twofers”. Comparison, contrast, before and after, side by side.
These are often fast to get.
Comparing products to the quality
target brings. Showing the logo in
a interesting way.

10. Metaphor Technique
A figure of speech that can be used visually. A
metaphor can stand in for the product or its
benefit or the feeling people get from it. Try to
find a metaphor that capture the essence of a
problem.
The slurpee (key product)
they reinforce the quickness
of their product.

11. Naughty or provocative
Provocative advertising explores how sometimes, dancing dangerously close to the edge of propriety can
produce some truly memorable messages. Stay away from low hanging fruit (making super sexualized ads)
rather than ads that have some kinds of puzzle that make you think.
The slurpee (key product)
they reinforce the quickness
of their product.

12. Technique:
Visual Exaggeration
Take the product and demonstrate one
attribute of the product with no headline.
Insight: customer wants a sparkling drink that
taste like coke without the calories.
Solution: Coca Cola is so light it falls upward
versus downward.

13. Technique:
Visual Exaggeration
Take the product and
demonstrate one attribute of
the product with no headline.
Insight: When my teeth are
so sensitive it feels like I am
eating a cactus when I eat
ice cream.
Solution: Crest understands
this and they have a product
for you.

14. Human Truth
Find the most obvious things consumers think and say about a product, service,
brand or even habits. Say it simply, say it loud.
New York times wants to find the
truth. Their all about finding the
facts in the media.

15. Human Truth
Find the most obvious things consumers think and say about a product, service,
brand or even habits. Say it simply, say it loud.
A shark is scary (that’s the truth)
but also being in a world where
sharks are no more can be scary too.

16. Technique:
Visual Exaggeration
Take the product and demonstrate one attribute
of the product.
This one does have headline but the visual
leads in hierarchy
Insight: customer need a way to keep their
teeth cleaner between dentist checkups.
Solution: Colgate can reach every angle of
your teeth.

17. Bent Vs Straight technique (very important)
Bent visual is a visual that is unusual, brings attention, is crazy to look at.
Straight is a visual that is in a normal situation, nothing stands out or is different.
Straight and Bent can also be applied to a headline or copy that is associated with
the print ad. If the headline or copy is straight - then it’s straightforward. If it’s
bent, it is twisted. It says something out of the ordinary, it catches your attention
and it can be blunt or a twist in a saying or a joke.

18. Technique:
Bent vs. straight rule
a. bent headline with a straight visual
or
b. bent visual with a straight headline
Which does this ad represent a or b?
b. bent visual with a straight headline

19. Technique: Bent vs. straight rule
Which does this ad represent a or b?
b. bent visual with a straight headline
a. bent headline with a straight visual or
b. bent visual with a straight headline

20. Technique:
Bent vs. straight rule
a. bent headline with a straight visual
or
b. bent visual with a straight headline
Which does this ad represent a or b?
a. bent headline with a straight visual

21. Technique:
Bent vs. straight rule
a. bent headline with a straight visual
or
b. bent visual with a straight headline
Which does this ad represent a or b?
b. bent visual with a straight headline

22. Technique:
Bent vs. straight rule
Take the product and demonstrate
one attribute of the product.
Insight: customer want McDs but it
raining.
Solution: We offer delivery now.

23. Technique:
Bent vs. straight rule
Take the product and demonstrate
one attribute of the product.
Insight: “normal” listening pleasure
is not the same for everyone.
Solution: Awareness campaign
using examples that most people
with hearing can experience.

24. Technique:
Bent vs. straight rule
Solution: Jeep’s grill used over
and over in the advertisement