By Tim Collins
100 how one can Create an Ad is an available advent to inventive advertisements strategies. that includes a hundred spreads detailing suggestions corresponding to the 'Reveal' and the 'Mash-up', it provides the main tools of devising print, tv, radio, direct, and on-line ideas.
The means of developing an advert will be divided into 3 steps: making plans; suggestion construction; crafting. This e-book offers a simple advisor to inspiration production, together with tools which are appropriate throughout media and providing wide-ranging examples from foreign campaigns.
Aimed at business enterprise creatives, planners, and account handlers, in addition to photo designers, advertising pros, and scholars, 100 how one can Create an Ad has wide-ranging attraction
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Extra resources for 100 ways to create a great ad
02 / MTV ‘Sex is no accident’. These wordless comic strips set up unlikely slapstick events to promote condom use. 03 / Dunn & Co This ad for menswear retailers Dunn & Co could have been reduced to a single image, but this might have been less engaging. Creatives are often told that print ads should work in single images, and that press and poster executions with multiple images would be better off as TV storyboards. But there are many examples of entertaining print ads that use multiple images.
It was an intriguingly different layout, especially for fashion advertising, and a credible insight into the sacriﬁces clothes-lovers make. 01 02 27 Humorous exaggeration can be a good way of communicating a beneﬁt. 58 / 100 ways to create a great ad HYPERBOLE 01 / Nike Hyperbole can be used to make a point forcefully. Several of the athletes in this campaign underperformed at the 1992 Olympics, however. 02 / Altoids This campaign for Altoids used hyperbolic headlines like ‘Mints so strong they come in a metal box’ and ‘You might want to practice on other mints ﬁrst’.
In one of them, a woman is shown making an aggressive hand gesture alongside the headline ‘For weeks no response. ’ The copy explains that when a patient is withdrawn, even an eruption of aggression can be a positive breakthrough. 01 / The Rain Tyre ‘A little drop of rain never hurt anybody’. The headline battles the visual and loses in this ad for safe tyres. 02 / American Cancer Society ‘Smoking is very glamorous’. A contradiction between the visual and the headline can be used humorously. 03 / Nursing Contradictions can be a simple way of communicating complex ideas.
100 ways to create a great ad by Tim Collins