The ad I liked best from Chapter 5 was the Public Service Announcement from Canadian Cancer Society. It used one of the "big ideas" from the chapter where the problem is the solution. In this example, Cancer or the fear of Cancer, encourages consumers to conduct regular self-examinations but manages to do it in a funny way. The ad uses examples that most people can relate to like most guys have felt the pain of being "hit below the belt" and many girls have felt a pair of eyes linger a bit too long. These examples connect with the audience and persuade them to make appointments and donations through the Society.
Another ad that uses the same problem/solution concept is the "Don't Vote" ads. The copy reads "Don't Vote. Things are fine just the way they are." However, that sentence is contrasted with an images that shows things are really not fine. Oil prices are killing us, but don't vote. This ad uses reverse psychology to get consumers thinking about our Nation's problems and show them that they need to play a role in order to create change, otherwise they're screwed.
No comments:
Post a Comment