How to Make Ads that Don't Suck: Postmodern Advertising
How to make ads that
don’t suck. Part 4
Techniques I learned from George Felton
What is Postmodern Advertising?
An irreverent, I-know-this-is-an-ad attitude. An awareness
that people are becoming increasingly cynical about
advertising; an appreciation of advertisings past excesses;
a critique of consumerism; a return to earlier advertising
forms but now with an ironist attitude.
Ridicule the product
Traditional advertising thinks its job is
to endorse the product. But consumer’s
immunity is such that it may be more
effective to call the products value into
Make fun of the audience
Ads that tell the consumers that they are
not smart for buying their products.
Appropriate the forms of one kind of
advertising and apply them to yours.
tongue in cheek.
Use the language of advertising
and subvert the cliche.
Make old ads new.
Find an old form and breathe a new
sensibility into it. Retro ads.
Import material from
outside the genre.
Bring in stuff that’s not
supposed to be in an ad.
Call attention to
the ad’s artifice.
Make people notice that it is an ad.
Don’t make it look
like an ad.
People hate ads and distrust them.
Avoid direct, straight-ahead
selling, no matter how winsome.
Be deliberately primitive.
Since ads have become too
“slick” be so dumb it’s scary.