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Monday, August 27, 2012
Art & Copy
http://www.artandcopyfilm.com/
According to the website, "ART & COPY is a powerful new film about advertising and inspiration. Directed by Doug Pray
(SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some of
the most influential advertising creatives of our time -- people who've
profoundly impacted our culture, yet are virtually unknown outside their
industry. Exploding forth from advertising's "creative revolution" of
the 1960s, these artists and writers all brought a surprisingly
rebellious spirit to their work in a business more often associated with
mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney
and others featured in ART & COPY were responsible for "Just Do
It," "I Love NY," "Where's the Beef?," "Got Milk," "Think Different,"
and brilliant campaigns for everything from cars to presidents. They
managed to grab the attention of millions and truly move them. Visually
interwoven with their stories, TV satellites are launched, billboards
are erected, and the social and cultural impact of their ads are brought
to light in this dynamic exploration of art, commerce, and human
emotion."
Tuesday, August 21, 2012
Types of Advertising (cont.)
* Out-Door Advertisement
* In-Door Advertisement
* Non-Product Advertisement
* Radio Advertisement
* T.V Commercial
* National Advertisement
* International Advertisement
* Retail Advertisement
* Classified Advertisement
* Local Advertisement
* Brand Advertisement
* Covert Advertisement
* Infomercials Advertisement
* Celebrities Advertisement
* Online advertising
* Surrogate Advertising
* Broadcast advertising
* Public Service Advertising
* Local Advertisement
* Retail Advertisement-Emphasizes the specific retail outlet
as the place to buy a specific range of brand. It can be local store
advertising in local newspaper.
* Classified Advertisement-Is a product or services
advertising that appears in specific section of newspaper under the heading
classifying the product or service being offered.
* Non-Product Advertisement-This kind of advertisement is
advertised from political parties trade fraternal and social group for the
purposes of safeguard ideologies, social betterment and institution.
* Public Service Advertisement-The same advertisement
techniques use to promote commercial goods and services can be used to inform,
educate and motivate the public about non-commercial issues such as HIV/AIDS,
Political ideology and Energy consveration
* Out-Door Advertisement-Bill-board and message painted on
the side of buildings are common forms of out-door advertising, which is often
used when quick, simple, ideas are being promoted.
* Covert advertising-a unique kind of advertising in which a
product or a particular brand is incorporated in some entertainment and media
channels like movies, television shows or even sports.
* Brand Advertising-is advertising with a strong emphasis on
the company brand (logo and/or company name) also known as integrated marketing
communications (IMC).
* Broadcast advertising- a very popular advertising medium
that constitutes of several branches like television, radio or the Internet.
Television advertisements have been very popular ever since they have been
introduced. The cost of television advertising often depends on the duration of
the advertisement, the time of broadcast (prime time/peak time), and of course
the popularity of the television channel on which the advertisement is going to
be broadcasted.
* International advertising Advertising a product or service
in a country other than where it originates.
* National Advertisement
* Geographically speaking national advertising’s range is
extended to the territorial limits of the country.The advertiser use the
national media to inform the consumer about the product. The advertiser use the
national local or regional language but prefers the national language.It can be
available in everywhere of country and easily purchased it.
* Celebrities Advertisement-Although the audience is getting
smarter and smarter and the modern day consumer getting immune to the
exaggerated claims made in a majority of advertisements, there exist a section
of advertisers that still bank upon celebrities and their popularity for
advertising their products.
* Infomercials Advertisement-There are two types of
infomercials, described as long form and short form. Long form infomercials
have a time length of 30 minutes. Short form infomercials are 30 seconds to 2
minutes long. Infomercials are also known as direct response television (DRTV)
commercials or direct response marketing.
* Local Advertisement-Any advertising placed by a company,
organization, or individual operating in a limited geographical area such as a
city or within a state.
* Surrogate Advertising-is prominently seen in cases where
advertising a particular product is banned by law. Advertisement for products
like cigarettes or alcohol which are injurious to heath are prohibited by law
in several countries and hence these companies have to come up with several
other products that might have the same brand name and indirectly remind people
of the cigarettes or beer bottles of the same brand.
* Online advertising-is the newest and fastest growing way
to advertise. The Internet now provides everything from links on sites, to
banner ads on sites, to small ads on sites, to pay per click advertising.
* Professional advertising Advertising directed toward
professionals such as doctors, dentists, and pharmacists, etc., who are in a
position to promote products to their patients or customers.
* Industrial Advertising advertising directed at commercial
business customers. The advertised products are raw materials, components, or
equipment needed in the production or distribution of other goods and services.
* In-Door Advertisement-This kind of advertisement provide
the best opportunity of putting over a reasoned selling argument. The advertisement
are addressed to the reader, listener and viewer at a time of leisure when he
or she can observe the message.
* Mobile Advertisement Is a form of advertising via mobile
(wireless) phones or other mobile devices. It is a subset of mobile marketing.
* Radio Advertisement-It is a small business advertising and
can be a very effective means to attract customer to some business.
* T.V Commercial-Is a generally considered the most
effective mass-marketing advertising format as is reflected by the high prices.
T.V network charge for commercial airtime during popular events.
Themes in Advertising
Themes in Advertising:
Advertisers have a number of tried and true strategies used
to hook consumers. Each is designed to appeal to those seeing the commercial in
some way, with the result being that the viewer/s will feel the need to buy the
product being shown.
These strategies can work in a few ways. Some will make
potential customers feel as though they must immediately buy an item—think of
the infomercials you see proclaiming, “This offer is for the next 20 minutes only!!”—while
others are intended to make a brand stand out in someone’s mind when they are
looking for a certain product (like a TV).
It’s also important to know that commercials aren’t
necessarily trying to sell you an object. They’re trying to sell you an idea,
or a way of life, or a feeling that a particular commodity will provide.
Here’s a quick rundown of some common strategies advertisers
use to do this:
* Association
* Bandwagon
* Celebrity
* Emotional Appeal
* Humor
* Repetition
Combinations of these strategies can be used as well. For
instance, a company can try to appeal to the audience with a commercial inolving
aspects of both bandwagon and celebrity, or emotional appeal and association.
There’s really no limit to how they can and will be used.
Themes are also a huge part of commercials, as that’s really
what advertisers are trying to sell you. Sex, power, money, popularity and/or
intelligence. Those in charge of pushing a product will use the above
strategies to find a way to get these themes into their commercials.
Sex is obviously the biggest one, as you can find some sort
of sexual appeal in just about every advertisement, but the others are often
used as well. Power, money, popularity and intelligence are frequently
displayed in a way to promise you sex, with the stipulation of course being
that you first must by the product to become powerful, wealthy, popular and
smart, which will in turn get you sex.
Understanding the theme a commercial is throwing at you will
enable you to see past the tangible object that is the subject of the
advertisement and to what idea is really being pitched. Always remember, it’s
not about the car or the watch or whatever item a commercial is showing, it’s
about the dream the ad is promising you if only you buy the commodity.
Most of this stuff works on a subliminal level. You don’t
know why you suddenly want a Coke, all you know is that you need one right now
and that you must get it from this particular store because, well, they’re the
best.
By understanding what advertisers are trying to do, you can
combat these tactics and be a more knowledgeable consumer. You can be sure
you’re buying something because you actually need it or think it will be
enjoyable for you—not because you subconsciously believe it will make you happy
or fill some void in your life.
By continuing your reading and navigation of this site, you
should come away with a better understanding of how the commercials you see
everyday are attempting to manipulate you.
Keep in mind as well that certain commercials are shown
during certain programs and time slots to appeal to certain demographics. Every
commercial has an intended audience and isn’t likely to have the same effect on
those outside that target.
Here are a few more:
Prestige : This theme of advertising is used to advertise
luxury articles like motorcars, refrigerator, jewelery, videos, etc. The
possession of such items provides a distinctive status and a sense of pride to
their holders.
Comfort : This theme of advertising is used in the
advertisements of air conditioners, fans and other household appliances which
help to make life comfortable.
Economy : This is a common theme in clearance sale and
bargain offers. This theme of advertising is generally used to sale products of
low value.
Health : Drugs and food products are often advertised with
this theme
Beauty: Often used in the theme of advertising cosmetics,
toilet soaps and perfumes, this instinct appeals particularly to young men and
women.
Parental Affection: This theme of advertising is used to
advertise products meant for children, e.g. toys, baby foods, baby dresses,
tricycles, etc.
Fear : Fear of death, accident, personal loss through fire,
burglary, etc., is used in the advertisements of insurance, safety vaults, etc.
The traffic police also make use of this theme to caution people,
Achievement: Giant concerns use this theme in their advertisements
by emphasizing their contribution to the national economy, e.g., ‘H.M.T Time
keepers to the Nation’. There is a desire to imitate or emulate distinguished
people, e.g.’, ’successful men all over the world use
Patriotism: Native firms use this instinct to induce people
to buy their products in place of imported products.
Curiosity : Human mind is basically inquisitive and variety
is the species of life. The eagerness for new things is so strong that this
theme can be used through advertisement of new designs, styles, package, etc.
Categories of Advertising
Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
Outdoor Advertising – Billboards, Kiosks, Trade shows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.
Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broad casted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.
Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
Guerilla Advertising
A ton of movie companies do this (so did Apple) with "wilding posting" in areas that are heavily traveled by walking/driving pedestrians. Usually done in the depths of the night, these poster images have a shelf life of usually 24 hours.
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
Outdoor Advertising – Billboards, Kiosks, Trade shows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.
Broadcast advertising – Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broad casted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
Surrogate Advertising – Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
Public Service Advertising – Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.
Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
Guerilla Advertising
A ton of movie companies do this (so did Apple) with "wilding posting" in areas that are heavily traveled by walking/driving pedestrians. Usually done in the depths of the night, these poster images have a shelf life of usually 24 hours.
Some Cool Advertisements
Advertisements don't really get a second chance. The first impression means everything. They can tell deep stories and have layered narratives but if it doesn't grab attention quickly at the surface level, the viewer will never know...
Below is a collection of links with different advertising campaigns meant to inspire, influence, and ignite thinking.
Blog of print ads. http://www.noupe.com/design/eye-catching-clever-print-ads.html
More print ads. http://www.topdesignmag.com/25-awesome-printed-ads/
Print (incorporated with environment). These examples have a range of creative implementions of advertisements. Most involve environment in some manner. http://www.graphicmania.net/40-mind-blowing-creative-advertising-ideas/
Also has some clever ads. http://www.spoonfeddesign.com/10-principles-of-effective-advertising
The Ad Mad! http://www.theadmad.com/
Adgoodness. This website has a ton of ad resources, design resources, and examples. Well worth a visit. http://www.frederiksamuel.com/blog/
Adbusters. http://www.adbusters.org/
Creativity. http://creativity-online.com/
Ads of the World. http://adsoftheworld.com/
Some print ads with neat photography / image making. http://willsherwood.com/graphic-design-in-santa-clarita-ca/35-amazing-ads-created-in-photoshop/
Neat illustrated typography. http://bestphotoshoptutorials.net/2009/03/19/40-examples-of-beautiful-typography-in-advertising-design/
Just Creative, clever ads. http://bestphotoshoptutorials.net/2009/03/19/40-examples-of-beautiful-typography-in-advertising-design/
more print. http://ninjacrunch.com/the-best-of-creative-advertising-design-concepts-and-ideas/
One of my favorite ad lists. Mixes print (billboards) with environments. http://www.looks.gd/design/smart-advertising-30-bizarre-and-creative-ads
print. http://aext.net/2010/06/creative-print-advertisement-designs/
Best in Billboards. http://falladvertising.blogspot.com/2011/08/best-in-billboards.html
more. http://www.allgraphicdesign.com/graphicsblog/2008/08/26/best-cool-clever-unique-billboards-and-outdoor-advertising/
more. http://www.thecoolhunter.net/ads
more. www.blueblots.com/inspiration/22-examples-of-creative-billboard-designs/
Below is a collection of links with different advertising campaigns meant to inspire, influence, and ignite thinking.
Blog of print ads. http://www.noupe.com/design/eye-catching-clever-print-ads.html
More print ads. http://www.topdesignmag.com/25-awesome-printed-ads/
Print (incorporated with environment). These examples have a range of creative implementions of advertisements. Most involve environment in some manner. http://www.graphicmania.net/40-mind-blowing-creative-advertising-ideas/
Also has some clever ads. http://www.spoonfeddesign.com/10-principles-of-effective-advertising
The Ad Mad! http://www.theadmad.com/
Adgoodness. This website has a ton of ad resources, design resources, and examples. Well worth a visit. http://www.frederiksamuel.com/blog/
Adbusters. http://www.adbusters.org/
Creativity. http://creativity-online.com/
Ads of the World. http://adsoftheworld.com/
Some print ads with neat photography / image making. http://willsherwood.com/graphic-design-in-santa-clarita-ca/35-amazing-ads-created-in-photoshop/
Neat illustrated typography. http://bestphotoshoptutorials.net/2009/03/19/40-examples-of-beautiful-typography-in-advertising-design/
Just Creative, clever ads. http://bestphotoshoptutorials.net/2009/03/19/40-examples-of-beautiful-typography-in-advertising-design/
more print. http://ninjacrunch.com/the-best-of-creative-advertising-design-concepts-and-ideas/
One of my favorite ad lists. Mixes print (billboards) with environments. http://www.looks.gd/design/smart-advertising-30-bizarre-and-creative-ads
print. http://aext.net/2010/06/creative-print-advertisement-designs/
Best in Billboards. http://falladvertising.blogspot.com/2011/08/best-in-billboards.html
more. http://www.allgraphicdesign.com/graphicsblog/2008/08/26/best-cool-clever-unique-billboards-and-outdoor-advertising/
more. http://www.thecoolhunter.net/ads
more. www.blueblots.com/inspiration/22-examples-of-creative-billboard-designs/
Monday, August 20, 2012
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