By Tim Collins
100 how one can Create an Ad is an obtainable advent to inventive ads concepts. that includes a hundred spreads detailing thoughts reminiscent of the 'Reveal' and the 'Mash-up', it provides the major tools of devising print, tv, radio, direct, and on-line ideas.
The strategy of developing an advert might be divided into 3 steps: making plans; suggestion construction; crafting. This publication presents a simple advisor to thought production, together with equipment which are appropriate throughout media and supplying wide-ranging examples from overseas campaigns.
Aimed at supplier creatives, planners, and account handlers, in addition to image designers, advertising and marketing pros, and scholars, 100 how one can Create an Ad has wide-ranging attraction
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Additional info for 100 ways to create a great ad
Creatives are always looking out for new ways to disrupt magazines and newspapers. 02 / Volkswagen ‘It’s all about giving a little back’. These Volkswagen ads disrupted themselves with smaller ads for nonproﬁt organizations. 03 / John Smith’s These John Smith’s ads made it look as though the billboard was in the process of being changed. 02 03 25 54 / 100 ways to create a great ad CONTRADICTION Deliberate contradiction can be a useful advertising technique. It’s especially popular in print advertising, when a headline can be used to directly contradict the information a visual gives us.
02 03 29 An unexpectedly ﬂat or mundane tone can be used to surprise consumers. 62 / 100 ways to create a great ad UNDERSTATEMENT Advertising has a reputation for making bold exaggerations about products, so it might be surprising to consider understatement as a creative technique. But it can be a useful method of engaging an audience. Understatement is a device used in literature, ﬁlm and everyday speech, and involves saying something that’s technically accurate but unexpectedly ﬂat. In The Wizard of Oz, Dorothy Gale ﬁnds herself in a fantastical Technicolor world full of bright ﬂowers and munchkins.
The headline was, ‘A camera nicking a mugger’. A Scottish anti-smoking ad showed a cigarette with the line ‘It gets through thirty a day’, a witty reversal of the way people describe how much they smoke. A long-running Economist campaign also used reversal in many headlines, including ‘Great minds like a think’, ‘Shine and rise’ and ‘Trump Donald’. 01 02 01 / Bupa 02 / Tide Reversing ﬁgures of speech can produce surprising headlines, as in this UK ad for a private healthcare company. Depicting the opposite of normal situations can be a clever way to demonstrate a product, as with this stainremoval pen.
100 ways to create a great ad by Tim Collins