Monthly Archives: May 2014

What is a good ad?

The best ads are the ones that make us feel “If I had this [product or service], my life would somehow be better.” Think about it. If the product or service doesn’t have the ability to inspire that thought, that’s a problem. And you won’t be able to create very convincing advertising or much in… Read more »

Hiding in plain sight

  Another example of a logo that looks deceptively simple but contains a hidden element that you may not see at first glance– This logo for the London Symphony Orchestra reads nicely as a graceful abstract shape, and on closer inspection you can see the shape consists of the initials “LSO”. But…there is yet another… Read more »

The message IS the message

You may have heard the saying “the medium is the message”.  Not so. Sometimes we think “What I need is a brochure!” or “A new website will increase profits!” when what we really need to be thinking about is getting the right message to the right audience. Once we have the strategy for that worked… Read more »

After Mad Men

Before Mad Men, there was The Man in the Gray Flannel Suit, a seminal 1955 novel by Sloane Wilson, later made into a movie classic by 20th Century Fox. In it, Gregory Peck represented the archetypal mid-century advertising man and established advertising stereotypes that persist to this day. What’s ironic is that advertising principles of… Read more »

Benefits vs Features

You’ll notice that the actual product being sold on the left is only a very small part of the entire ad. Now imagine the same ad space showing only the product, with callouts identifying its features: size, materials, weight, etc. Which ad do you think is going to sell better? This ad is focused on… Read more »

“Hotness Comes in All Shapes and Sizes”

This is according to a recent Levi’s ad campaign for its new Curve ID jeans. Unfortunately, they seemed unaware of the fact that the average American female weighs 166 pounds. Naturally, Levi’s took quite a pounding from the audience they were apparently trying to reach. Not only are the models in this ad stick-thin, but… Read more »

Oops! Again.

In advertising it’s extremely important to communicate clearly and concisely. You have just a split second to get your message across and accuracy is everything. On the other hand, advertising can also be sublime when there is just a little something that gets mangled in the process. For example: “There is a French widow in… Read more »