What is great
CM417.2
Edward Boches, Professor of Advertising
Thursday, September 5, 13
Why do we advertise?
Thursday, September 5, 13
Thursday, September 5, 13
To call people to action
Thursday, September 5, 13
know, consider, buy, like, share, interact,
go, change, believe, vote, try, click
Thursday, September 5, 13
What is the role of creativity?
Thursday, September 5, 13
Attract your attention
Overcome indifference
Get you to care
Invite your participation
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Plant for the Planet
Donate to plant trees
Trees cut down CO2
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Oreo
Awareness, like, participate
100th anniversary
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
JVC
Visit web, consider
Continuous shot feature
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
The Guardian
Read, subscribe
News in the social age
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Google Hangouts
Aware, try
Brings people together
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Samsonite
Brand preference
Withstands rigors of travel
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Economist
Be a reader
Career building content
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Wonder Bra
Buy, wear
Looking good gets you places
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
McDonalds
Eat here at night
Open late in the city
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Lego
Buy for your kids
Inspires inventors
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Guinness
Try new cold product
Can now be served cold
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
ABC
Watch ABC TV shows
Good, funny entertainment
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Levis
Wear them
For people who are original
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Axe
Buy, use
Attractive to opposite sex
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Benetton
Shop here
We are against hatred
Thursday, September 5, 13
Thursday, September 5, 13
Brand:
Action:
Message:
Creative:
Gay Lesbian Straight Education Network
Awareness for language
Re consider words and your...
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, of...
Are these ads the same or different?
Thursday, September 5, 13
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, of...
Demonstrates
Conveys benefit
Expresses beliefs
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
t...
Visual
Headline
Image
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using ...
What do all of these ideas have in
common?
Thursday, September 5, 13
Conceptually, they share characteristics
that make them “creative”.
Thursday, September 5, 13
Original (and they have a concept)
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting (aesth...
Executionally, they are beautifully crafted
and designed.*
Thursday, September 5, 13
They are simple.
Thursday, September 5, 13
Picture, headline, logo, sign-off. One element dominates.
Thursday, September 5, 13
They have a hierarchy.
Thursday, September 5, 13
Thursday, September 5, 13
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, of...
They leverage brand elements.
Thursday, September 5, 13
Thursday, September 5, 13
They respect the consumer’s intelligence.
Thursday, September 5, 13
Thursday, September 5, 13
Of course advertising can sell stuff.
Thursday, September 5, 13
Advertising can be inspirational and
creative.
Thursday, September 5, 13
Thursday, September 5, 13
Thursday, September 5, 13
It can make the world a better place.
Thursday, September 5, 13
Thursday, September 5, 13
Thursday, September 5, 13
It can lighten your day.
Thursday, September 5, 13
Thursday, September 5, 13
It can approach art.
Thursday, September 5, 13
Thursday, September 5, 13
It can change our perspective.
Thursday, September 5, 13
Thursday, September 5, 13
It can celebrate life.
Thursday, September 5, 13
Thursday, September 5, 13
It can even save a life.
Thursday, September 5, 13
McCann campaign for Australian Metro
Thursday, September 5, 13
Advertising can be the most awesome
business in the world.
Thursday, September 5, 13
Thursday, September 5, 13
Thursday, September 5, 13
And then there’s this.........
Thursday, September 5, 13
Thursday, September 5, 13
Advertising interrupts an interesting story
with a less interesting story.
Daniel Stein
Thursday, September 5, 13
Thursday, September 5, 13
Good advertising can tell you what a
product does and why you should buy it.
Thursday, September 5, 13
Thursday, September 5, 13
Thursday, September 5, 13
But only great advertising entices you to
seek it out, pass it on, and actually care.
Thursday, September 5, 13
Thursday, September 5, 13
Thursday, September 5, 13
Advertising takes many forms
Thursday, September 5, 13
Print, TV, radio, outdoor, transit, point of
purchase, email, online, social, banners,
pre-roll, native, iAds.
Advertising...
But there are only two kinds of
advertising. Ads that interrupt (some of
which may be welcome). Ads (content) we
choose to...
We aspire to make the kind of advertising
that is welcome and that users opt into.
Great advertising. The hardest kind to
...
Thursday, September 5, 13
Upcoming SlideShare
Loading in …5
×

What is great (message based advertising)

10,450 views

Published on

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

Published in: News & Politics

What is great (message based advertising)

  1. What is great CM417.2 Edward Boches, Professor of Advertising Thursday, September 5, 13
  2. Why do we advertise? Thursday, September 5, 13
  3. Thursday, September 5, 13
  4. To call people to action Thursday, September 5, 13
  5. know, consider, buy, like, share, interact, go, change, believe, vote, try, click Thursday, September 5, 13
  6. What is the role of creativity? Thursday, September 5, 13
  7. Attract your attention Overcome indifference Get you to care Invite your participation Thursday, September 5, 13
  8. Brand: Action: Message: Creative: Plant for the Planet Donate to plant trees Trees cut down CO2 Thursday, September 5, 13
  9. Thursday, September 5, 13
  10. Brand: Action: Message: Creative: Oreo Awareness, like, participate 100th anniversary Thursday, September 5, 13
  11. Thursday, September 5, 13
  12. Brand: Action: Message: Creative: JVC Visit web, consider Continuous shot feature Thursday, September 5, 13
  13. Thursday, September 5, 13
  14. Brand: Action: Message: Creative: The Guardian Read, subscribe News in the social age Thursday, September 5, 13
  15. Thursday, September 5, 13
  16. Brand: Action: Message: Creative: Google Hangouts Aware, try Brings people together Thursday, September 5, 13
  17. Thursday, September 5, 13
  18. Brand: Action: Message: Creative: Samsonite Brand preference Withstands rigors of travel Thursday, September 5, 13
  19. Thursday, September 5, 13
  20. Brand: Action: Message: Creative: Economist Be a reader Career building content Thursday, September 5, 13
  21. Thursday, September 5, 13
  22. Brand: Action: Message: Creative: Wonder Bra Buy, wear Looking good gets you places Thursday, September 5, 13
  23. Thursday, September 5, 13
  24. Brand: Action: Message: Creative: McDonalds Eat here at night Open late in the city Thursday, September 5, 13
  25. Thursday, September 5, 13
  26. Brand: Action: Message: Creative: Lego Buy for your kids Inspires inventors Thursday, September 5, 13
  27. Thursday, September 5, 13
  28. Brand: Action: Message: Creative: Guinness Try new cold product Can now be served cold Thursday, September 5, 13
  29. Thursday, September 5, 13
  30. Brand: Action: Message: Creative: ABC Watch ABC TV shows Good, funny entertainment Thursday, September 5, 13
  31. Thursday, September 5, 13
  32. Brand: Action: Message: Creative: Levis Wear them For people who are original Thursday, September 5, 13
  33. Thursday, September 5, 13
  34. Brand: Action: Message: Creative: Axe Buy, use Attractive to opposite sex Thursday, September 5, 13
  35. Thursday, September 5, 13
  36. Brand: Action: Message: Creative: Benetton Shop here We are against hatred Thursday, September 5, 13
  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”. Thursday, September 5, 13
  46. Original (and they have a concept) Unexpected Invite you in Entertain first Provoke Avoid cliche Visually arresting (aesthetic) Fun Thursday, September 5, 13
  47. Executionally, they are beautifully crafted and designed.* Thursday, September 5, 13
  48. They are simple. Thursday, September 5, 13
  49. Picture, headline, logo, sign-off. One element dominates. Thursday, September 5, 13
  50. They have a hierarchy. Thursday, September 5, 13
  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. Thursday, September 5, 13
  54. Thursday, September 5, 13
  55. They respect the consumer’s intelligence. Thursday, September 5, 13
  56. Thursday, September 5, 13
  57. Of course advertising can sell stuff. Thursday, September 5, 13
  58. Advertising can be inspirational and creative. Thursday, September 5, 13
  59. Thursday, September 5, 13
  60. Thursday, September 5, 13
  61. It can make the world a better place. Thursday, September 5, 13
  62. Thursday, September 5, 13
  63. Thursday, September 5, 13
  64. It can lighten your day. Thursday, September 5, 13
  65. Thursday, September 5, 13
  66. It can approach art. Thursday, September 5, 13
  67. Thursday, September 5, 13
  68. It can change our perspective. Thursday, September 5, 13
  69. Thursday, September 5, 13
  70. It can celebrate life. Thursday, September 5, 13
  71. Thursday, September 5, 13
  72. It can even save a life. Thursday, September 5, 13
  73. McCann campaign for Australian Metro Thursday, September 5, 13
  74. Advertising can be the most awesome business in the world. Thursday, September 5, 13
  75. Thursday, September 5, 13
  76. Thursday, September 5, 13
  77. And then there’s this......... Thursday, September 5, 13
  78. Thursday, September 5, 13
  79. Advertising interrupts an interesting story with a less interesting story. Daniel Stein Thursday, September 5, 13
  80. Thursday, September 5, 13
  81. Good advertising can tell you what a product does and why you should buy it. Thursday, September 5, 13
  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. Thursday, September 5, 13
  85. Thursday, September 5, 13
  86. Thursday, September 5, 13
  87. Advertising takes many forms Thursday, September 5, 13
  88. Print, TV, radio, outdoor, transit, point of purchase, email, online, social, banners, pre-roll, native, iAds. Advertising takes many forms Thursday, September 5, 13
  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. Thursday, September 5, 13
  90. We aspire to make the kind of advertising that is welcome and that users opt into. Great advertising. The hardest kind to make. Thursday, September 5, 13
  91. Thursday, September 5, 13

×