“Risky” Ad ReadAssignment
Kinds of Risky Ads • IndirectHeadline/visual don’t directly state a benefit. • Humor/wit -Cliché with a twist- Analogies (comparisons) • Sock(“Shock’s New Wave”)Benefit still must be implied.
Example:IndirectheadlineLike a riddle.But visual still shows benefit.Indirect adstend to bedirected toaffluent,educated audiences.
EXAMPLE:Clichéwith a twist(But visualand positioning lineare direct)
Analogy(comparison)Does not showproduct in visual,but still toutsa benefit.
More Analogies(comparison)Beethoven was only 5’4”(Visual: Bose Wave Speaker)There’s got to be some spare changearound here somewhere.(Visual: couch)Logo: IBM Business Solutions
ShockWhen our staff gets together,somebody’s bound to get pregnant.(Visual: sonogram)Logo: Florida Fertility ClinicYou’ll want to wear them everywhere.(Feet w/ cool shoes coming out of the end of a coffin.)
Questions? View sample student ads.Begin copy platform worksheet.