For an advertising enthusiast, few things are more exhilarating than the discovery of a well placed, brilliantly executed out-of-home advertisement. It’s those ads executed from a stroke of creative genius that give you chills and fuel aspirations to someday produce an equally enticing ad. Out-of-home advertisements provide far more potential for creativity than ads in traditional media, and they often achieve better success in standing out from the thousands of other ads we see each day. Defined as all advertising that is seen outside the home but is not in the point-of-sale category, out-of-home advertising can range from billboards to posters at bus stations, signs in airport terminals to 3D displays at a shopping mall. Besides offering plenty of room for creativity, out-of-home advertising has several advantages. First, it can be flexible in regard to location, timing, structure, and dimension. Second, it can create high-impact among viewers. Finally, it is ideal for establishing brand image, building rapid awareness, and reinforcing brand personality. Although billboards hold a special place in my heart, this transit advertisement was the one that really caught my eye. Promoting its animal-themed programming, the National Geographic Channel placed this ad on the side of a public transport bus. Whenever someone boarded the bus, the shark would open its mouth and appear to eat the passenger. By using proper design principles, this ad attracts attention and creates interest among viewers. This ad is highly effective because it capitalizes upon many of the opportunities provided by out-of-home advertising. The large audience it reaches is extended by its ability to move around the city and expose itself to more people. The shocking design makes it even more impactful than typical transit advertisements. Additionally, it follows the rules to keeping copy to a minimum so as to quickly convey the concept. Finally, the ad succeeds in building brand by creating a design highly relevant to the company and by repeating “National Geographic Channel” twice. Overall, this ad perfectly exemplifies the immense creative opportunities provided by out-of-home advertising. If the great execution isn’t enough to give you chills, maybe stepping into the mouth of a giant shark just might do it instead.
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It takes quite a bit for an ad to really succeed in every aspect, but a recent ad by Origins in the October 2013 issue of Cosmopolitan Magazine does exactly that. From its headline right down to its signature, every word strategically reaches its target audience. While many ads receive praise for appealing designs, some of the greatest features lie in the work of the copywriter. With small space in the design and a limited amount of time to catch the viewer’s attention, an ad’s body copy must be informative yet inspirational, persuasive yet pretty. It must be directed towards the individual rather than the masses, and it must highlight both the features and benefits of the product. Origins ad for its skin complexion corrector meets all this criteria and more. It describes the features of the product (such as color correction, antioxidant formula, and hydrating formulas) while informing viewers how these features benefit them (creates radiant looks, neutralizes skin damaging effects of pollution, and preserving youthful looks). In-text sub-headings are used to draw attention and pull viewers into the text. Additionally, it makes use of alliteration (high-tech hero) and rhyme (color corrects and visibly perfects) to spice up the body copy. The text features parallel construction in the sense that each sentence begins with “our” + adjective + noun. Finally, the headline sub-heads involve clever plays on words to entice readers. To me, this ad’s greatest accomplishment is its relevance to the target audience. By reading the text, one can clearly determine exactly whom the ad is trying to reach. This ad and product appeals to a busy working woman in her mid-20s with an active lifestyle that allows limited time for perfecting her image. She is quite intelligent and values hard work, both in a business and a personal setting. This woman is concerned about protecting the environment and leaving a positive impact on those around her. She is critical of claims made by advertising and requires evidence to be persuaded. Her fast-paced, urban lifestyle can be quite stressful, and she worries about the toll it takes on her appearance. By realizing these qualities of members of the target audience, Origins created an ad to appeal directly to such individuals. And to think, it accomplishes all of that in just three sentences of body copy. This is certainly one ad that needs no revisions. |
Kristin KreherMy happiness comes from meaningful interactions, the outdoors, thrift shops, and saying "thank you." Archives
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