“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” – Steuart Henderson Britt
Here is a look into the how, what, why of advertising and the impact it has on our lives.
A – Appellation
“The secret of all effective originality in advertising is not creation of new tricky words and pictures, but one of putting familiar words and pictures into new relationships.” – Leo Burnett
It’s all in the name. Advertising is not only aimed at building brand recognition but differentiating the product by creating a distinct identity for the product. I feel this commercial very innovatively personifies wind energy and just not portrays it as a mere service.
D – Determination
“I do not read advertisements – I would spend all my time wanting things.” – Franz Kafka
Advertising is directed to achieve a firm purpose, which is to create a want…a desire. It’s based on a conviction to drive people towards things that they sometimes don’t need, but most times towards things that they never imagined could exist. It is a definitive attempt at making people believe the impossible.
V – Variation
“In advertising not to be different is virtually suicidal.” – William Bernbach
It’s not about good or bad in advertising, it’s about being different. In advertising, it’s easy to be predictable; it’s only when you put something different on the plate that gets you noticed. The ad by Guardian is brilliantly crafted, by re-imagining a popular fairy tale to demonstrate the concept of open journalism. It’s a known story that has been delivered differently.
E – Emotion
“Sometimes there is simply no need to be either clever or original.” – Ivan Chermayeff
It’s not what you say; it’s the way you say that matters. Advertising is not merely aimed at circulating information but in creating a relationship. Strong advertising is one that has a lasting impression on its viewers. Choosing an emotional route as part of the ad strategy has become a widespread approach, the ultimate, unfailing emotional stratagem being that of a bond between a mother and child as chosen by Procter and Gamble in this ad.
R – Recognition
“Many small things have been made large with the right kind of advertising.” – Mark Twain
Brand perception is important for brand reception, which can be achieved only through the right kind of advertising. ‘I am Mumbai’ is a powerful campaign representing the daily tabloid by the Times Group, Mumbai Mirror, as a platform for the voice of the people.
T – Temptation
“The best advertising should make you nervous about what you’re not buying.” – Mary Wells Lawrence
Clearly, the main motive of advertising is to create a temptation for the product. Its aim is make you long for something that you don’t have and make you believe that there is nothing better than that product. Temptations are derived from the weaknesses of the target group. Such as in the case of Axe, which portrays its product as a chick magnet with an intention to tempt men; by making the men feel irresistible to buxom beauties once they have used the product.
I – Innovation
“Fear is the mortal enemy of creativity.” – Alex Bogusky
Innovation is the father of mankind. The world is constantly changing and so are the expectations. Conquering fear and taking a risk is the biggest step taken by a creative mind. It’s difficult to continuously think out-of-the-box or come up with innovative ideas each time, but the continuous effort to achieve it is the key to innovation. An intersting ad made by David Fincher by not showing the product at all in the entire ad. Brilliance is always said to lie in simplicity.
S – Satisfaction
” Advertising is found in societies which have passed the point of satisfying the basic needs of advertising.” – Marion Harper Jr.
The ultimate aim of a product/service is to attain satisfaction after using it. Advertising is a futuristic system of portraying this end result and not just the means to it. It simulates the feeling and not just the substance.
I – Inspiration
“Advertising doesn’t create a product advantage. it can only convey it.” – William Bernbach
Advertising is not just about want and desires but also a stimulus to achieve something better for oneself. It is a reminder of the good things that prevail in this world by depicting a positive outlook towards life. Sometimes when you see other people trying or able to achieve things, you feel inspired and more confident to do the same.
N – Notion
“Advertising is the art of convincing people to spend money they don’t have for something they don’t need.” – Will Rogers
Advertising is an idea put on a beautifully decorated platter and presented to the not so hungry people. An idea is only as good as its crafting, advertising aims to craft in a way to make something ordinary seem extra-ordinary into seeming like a necessity. No one needs a multi-function steering wheel with bluetooth, but the ad by Volkswagon leads one to believe that one can’t drive without it and feel more convenient with it.
G – Glamorization
“Advertising is the most fun you can have with your clothes on.” – Jerry Della Femina
Advertising is nothing without a tinge of glamour added to it. People like to see things that are beautiful and perfect, it makes it easier to endorse anything. Ads are always depicted to be larger than life. They create an aspiration and at the same time a greed to live life king size. But many a times the main object of the ad is lost in glamorization.
Although, as said by Leo Burnett, ” It is far easier to write a speech about good advertising than it is to write a good ad.”