rree vvi-ll is ser veu dl dII restaurants. Hu ueshines a I dIIIy IIVIII d good time with McDonald's meals. Create Awareness Bulld Brand Image Educate Consumers about Product Features \& Benefits Make an Emotional Connoction Stimulate Primary \& Secondary Demand Support Other Promotional Tools \& Tactles Did you decide to take an advertising class-or major in advertising-because vou love the creative side of the business? (1 thought sol) Many ad majors envision themselves working as an art director or copywriter. To help you talk to your clients and co-workers about creative ideas, this section will focus on the language involving the Creative Techniques you see in many ads. As you review this list, try to think about ads that use these techniques. After this list, you'll enjoy some real-life creative examples. - Character These ads use a character to personify the spirit of a product or compamy. (Tony the Tiger, Snugsles the Bear, the sassy gecho for Geiko -i. you get the idea) Characters can also be used to represent the target audience. - Dramatization of a benefit These ads use a visual to show the benefit of using the product. - Dramatization of the problem Sometimes it's more interesting to show what happens when you don't use the product and things go wrong - Metaphor These ads imvolve a comparison between dissimilar things. For example: an easy chair might be described as a warm hug. A pair of shoes are like an old friend. A sumptuous meal is like a trip to paradise. This technique works well for technical products. (When two images are involved, these ads are also 2 -fers. See this term below) - Exaggeration Take any benefit-or any problem-and exaggerate it. Many humorous ads come from exaggeration. - Testimonial/Storytelling/or Stice of Life These ads focus on how an actual customer might use the product in his or her everyday life. A quote headline and realistic photo are often used. These stories or testimonials, which involve the brand, can take a logical, problem-solving approach. When these ads involve strong emotions, they are often award-winners. - Two-fers These ads use two images that play off one another. Two-fers include: "before E after" ads, "problem/solution" ads, and ads that compare the product to the competition. There are many other kinds of dualities, including two different users, two different benefits, etc. - Word Play These ads have fun with words. Consider double meanings. Always keep in mind that your audience wants to know. What's in it for me? - Participation Ad The audience actively participates with your ad by playing a game, filling in the blanks, designing something, constructing something, or some other involvement device