Two approaches in creating an ad
(for the complete campaigns: Heinz Ketchup, Slim Fast, Wheaties)
Take a look at these ads. What do you notice? They all have something in common. Each ad is using a strong visual to sell the product instead of using words. There’s barely any copy on them, and if there was, it would either be the brand/product name and/or a simple sentence or phrase.
As I was brainstorming for ideas on my first spec ad, some of the ideas followed the same approach as the above ads while some had an emphasis on the copy with a simple image. From what I’ve gathered, if one element is the main emphasis of the ad, the other element should be as simple as it can be so that it won’t take anything away from the other. Otherwise, it would all just be too much for a consumer to take in. So, if the ad is relying on the captivating copy, the image should be plain and simple (if there was one). And if the ad had a strong visual which tells the story, then the copy should be simple and short (or none at all).
Here are some ads where the copy is the storyteller:
(for the complete campaigns: Adidas, Dove Pro Age, Pause & Play Festival)
May 9th, 2007 at 3:13 pm
Something I’ve been told before - unusual image, straight headline and unusual headline straight pic.So for example if you were selling soap and had a picture of an elephant - you would have a very straight forward headline, if you had a picture of soap the headline would be more unusal/quirky.
May 10th, 2007 at 2:18 pm
I suggest you check out
http://www.portfolioparty.blogspot.com/
its an increasingly popular site for ad-students to discuss many of the ideas you have posted about
we’d love to see you over there
Im not spamming, just an ad student at Brainco looking to help a fellow writer in training.
May 12th, 2007 at 12:06 pm
I stumbled on your website while doing a search for portfolio schools… and I must say it’s a very impressive blog you have going here! I’m in that stage where I want to get into copywriting, but I’m not quite sure where to start, and I’ve found the information on your site quite insightful. Thanks for sharing and good luck in all your endeavors!!
May 13th, 2007 at 1:57 pm
Tara, thanks for the comment
I think it’s great that graphic designers know some things about creative advertising. Are the part of the curriculum in design schools? Or do you pick things up with experience?
Heather, thanks so much for checking out the blog. I’m glad to have offered you some tips on becoming a copywriter (we’re in the same boat) and good luck with you too!
May 13th, 2007 at 2:52 pm
Hi Bianca
I used to work on a lot of print adverts - concept, headline and layout in one of the design agencies I worked for in the past. I still do odd print advert now, I have been working on a post which includes some of my adverts which I will probably post tomorrow if you are interested.
June 4th, 2007 at 11:51 pm
interesting ads indeed, really creative brains of those that had produced it