100 ways to create a great ad - download pdf or read online

By Tim Collins

ISBN-10: 1780671687

ISBN-13: 9781780671680

ISBN-10: 178067645X

ISBN-13: 9781780676456

100 how you can Create an Ad is an obtainable advent to artistic advertisements options. that includes a hundred spreads detailing recommendations similar to the 'Reveal' and the 'Mash-up', it provides the main tools of devising print, tv, radio, direct, and on-line ideas.

The technique of growing an advert might be divided into 3 steps: making plans; suggestion construction; crafting. This booklet offers a simple advisor to notion construction, together with tools which are acceptable throughout media and delivering wide-ranging examples from overseas campaigns.

Aimed at employer creatives, planners, and account handlers, in addition to picture designers, advertising and marketing execs, and scholars, 100 how one can Create an Ad has wide-ranging charm

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Sample text

Environmental disasters, such as droughts in Niger, are wrecking people’s lives with more and more frequency. And it’s going to get worse. Want to do something about it? Good, we need people like you. Visit our website to see how the actions of you and your workplace can change the world for the better. * Climate changed. Let’s get to work. org 02 30 Side-by-side comparisons don’t have to lead to dull conventional ads. 64 / 100 ways to create a great ad COMPARISON 01 / VW ‘Put life in perspective’.

Telling a story with a successful beginning, middle and end is difficult enough in a two-hour movie. Making one work in a TV ad is incredibly difficult, though ads that manage it are often very popular. 02 / Levi’s Urban myths can be adapted into entertaining narratives. This Levi’s ad used one about a boy who buys a packet of condoms from his date’s father. 03 / John Lewis This John Lewis ad misdirects the viewer before delivering a satisfying, sentimental pay-off. Volkswagen’s 2011 Super Bowl spot featured a young boy dressed as Darth Vader attempting to control objects by holding his arms out and using ‘the Force’.

It was a daringly wordless ad in an era when long headlines and copy were still the norm. Visual hyperbole can be especially effective when you’re dealing with tangible propositions like size, strength and durability. A press ad in VW’s ‘Tough new Polo’ campaign showed a car door so strong it could bend a metal pole. Obviously, Volkswagen weren’t claiming their cars could really do this, and it’s unlikely that anyone tried it and complained to the Advertising Standards Authority when they smashed their door.

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100 ways to create a great ad by Tim Collins


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