What's In It For Me?

By nature humans are selfish beings. We are short on time, short on money and in search of comfort and pleasures.

So, as an advertising executive it is crucial to consistently deliver messages that quickly and concisely tell viewers/readers that you have something for them that they need/want.

AIDA

With the fast paced high tech business world pressing in all around us we have very short attention spans. This generation more than any other is learning how to process large amounts of information while continuing to be productive and make consumer choices.

When creating any form of communication it is important to keep this in mind. The copy must be concise and grabbing.

Using A.I.D.A., Attention, Interest, Desire, Action, keeps advertising focused and on target.

Within the first line the consumer's attention should be grabbed. They shouldn't want to change the channel or turn the page. Then, a personal interest should be created. If the target audience has been correctly evaluated this shouldn't be hard to miss. Once interested has be created, desire should be aroused. The consumer should feel as though they can't live without the product or service. Last, and most crucial, the individual should be driven to act. The ad or copy should explain how they should act based on the desire resulting ultimately in a sale and an increased bottom line.

The Fear Factor

With fear holding parts of our hearts in some unique way we are controlled by what we fears.
The root is a serious desire that each human can identify with. It is explained well by this quote from Dr. Erich Fromm:

"This is very apparent in all the deodorant ads; fear of body odor and all that.
But in a more subtle way, the general fear of not being loved
and then to be able, by some product, to be loved.
That's a subtle fear pervading most people, and the ads speculate on
that and show, in more or less drastic ways, here are the things which
will make you loved.
All that is sought to [play on] these unconscious fears."

Friday, April 4, 2008

The September 2007 issue of Vanity Fair displayed a joke of a headline, TERROR ALERT: JUDY GIULIANI.

The article explains his relationship with women and his current "princess"
bride of a wife. The way the title flipantly uses the word "terror" to describe an over-agressive and controlling wife is disrespectful to numerous families who have lost loved ones to acts of terror.

Wednesday, April 2, 2008

There are few things as important to a writer as a peer critique. Having another set of eyes read over your work allows another world view to sift your thoughts.
No matter how open-mined a writer may think he is, he can never think with another person's mind. Each person approaches a story differently by filtering the characters and settings through their personal life experiences. Having more than one thoughtful critique is even better. The more individuals your storyline can be communicated to clearly the stronger its storyline is.

Wednesday, March 5, 2008

CLASS CANCELED. CONTINUED WORK ON COMMERCIAL SCRIPT.

Monday, March 3, 2008

Girl #1 "That's like, totally, fabulous!"
Girl #2 "No hon, you've got to get it right, it's FAB..."

The difference between a product's features, attributes, and benefits need to be clearly understood before advertising creative start work on a project.

Features are the physical attributes of an item. The basic characteristics by which you would describe an item.

Attributes define the features as unique and separate the item from others similar to it.

Benefits are most important to a potential customer and they answer the question of how the product will help them or make their life better.