1. The Art of Advertising
‘Creative without strategy is art; creative with strategy is
called advertising.’ Jef I. Richards.
Advertising is not a new phenomenon: in fact Ancient
Greece and Ancient Rome were using thick paper to
promote their messages and even before this, a rock
surface was used as a platform to share information --
what has changed is how and where we consume the
adverts.
So from stone, to paper, to the use of the printing press …
the rest is history; and the present; and the future.
An art-form with intent, advertising is adaptable to the
modern world and continues to search for unique ways to
reach us.
Like art, it knows what we want to see and how we want
to see it; it can be modern, classic, abstract and has its own
history -- but its purpose is different, and every business
and consumer identifies with that purpose.
If it’s done properly, advertising will reach its target
audience; if it’s done well, it will be eye catching and make
us take a second look and if it’s done brilliantly, it will have
the ability to make us think, feel, laugh, cry and resonate.
The intent of an advert is in its message, and how we read
that message is art.