Advertising patterns and storytelling explained by Adam Acar

1. Think like acopywriter…..

2. EXAGGERATE THE PROBLEM

3. EXAGGERATE THE PROBLEM

4. EXAGGERATE THE PROBLEM

5. EXAGGERATE THE SOLUTION

6. EXAGGERATE THE SOLUTION

7. EXAGGERATE WHAT THE PRODUCT CAN DO

8. EXAGGERATE WHAT THE PRODUCT CAN DO

9. EXAGGERATE WHAT THE PRODUCT CAN DO

10. VISUALIZE WHAT THE PRODUCT IS LIKE

11. VISUALIZE HOW IT FEELS TO USE THE PRODUCT

12. VISUALIZE HOW IT FEELS TO USE THE PRODUCT

13. VISUALIZE HOW IT FEELS AFTER USING THE PRODUCT

14. SHOCK YOUR READERS

15. USE COUNTERINTUITIVE HEADLINES

16. TELL A STORY

17. USE UNUSUAL HEADLINES

18. TURN THE PRODUCT/PACKAGE INTO AN OBJECT
OR AN ART FORM

19. THE DESIRES, DREAMS AND WISHES OF THE TARGET MARKET

20. CHANGE THE AD SLIGHTLY FOR EACH SEGMENT

21. FEATURE ANIMALS & OBJECTS AS HUMANS

22. REMEMBER EACH COLOR HAS A SYMBOLIC MEANING
Blue
The most popular color. Relaxation,
trust, comfort, calmness, security.
Dark blue looks professional and
light blue looks friendly.
Red
The most attention grabbing, the
fastest processed color. Passion,
love, energy, speed, danger,
urgency. It increases our heart rate
(may be related with our blood).
Yellow
Heat, joy, happiness, laughter,
optimism, youngness, sunshine.
Too much yellow might be tiresome
for eyes. It creates good contrast
when used with other colors.
Orange
Aggressive, call to action. Used in
the logos of restaurants along with
yellow.
Green
The easiest processed color.
Natural, healthy, expectation,
intelligence, wealthy, relaxing.
Pink
Romantic, feminine, young females,
love, wisdom, approachable.
Purple
Creativity, loyalty, dignity, wealth
Black
Masculine, sadness, powerful,
luxury, sophisticated, mysterious.
Gray/Silver
Technology, efficiency, adventure,
competition.
White- simplicity, purity, new beginnings

23. AIDA
• A good advertisement must
– Attract Attention (A)
– Increase Interest in the product (I)
– Create Desire to get the product (D)
– Lead to an Action to get the product (A)

24. DISCLAIMER
• I do not own these images. These are the links to the original files
• http://i.dailymail.co.uk/i/pix/2011/03/31/article-0-001AFBFE00000258-370_468x263.jpg
• http://www.saleschase.com/blog/assets/2012/05/Catchy-Funny-Ad-Day_Best-Commercial-Ad-Campaign_Colgate-Plax-Eye-Mask-e1337847877947.jpg
• http://cdn.doublemesh.com/wp-content/uploads/2013/11/Voltaren-Bulldozer.jpg
• http://i.dailymail.co.uk/i/pix/2012/01/23/article-0-0DE3D9FE00000578-711_634x366.jpg
• http://trendsupdates.com/wp-content/uploads/2008/10/funny-ads-1.jpeg
• http://3.bp.blogspot.com/_uBqR-SxdBYc/SMdYP0a6VqI/AAAAAAAAAn8/4wDruo-vi5Y/s400/18.jpg
• http://1.bp.blogspot.com/-ARBkF8pcjw4/TcGAkE2aBfI/AAAAAAAAC6I/p9eSqQJg12k/s1600/Funny+Advertising7.jpg
• http://www.saleschase.com/blog/assets/2012/03/Catchy-Ad-of-The-Day-by-Saleschase.com_3M-Scotch.jpg
• http://pleated-jeans.com/wp-content/uploads/2012/06/webdesignerdepot-1-1.jpg
• http://adsoftheworld.com/media/print/arno_blender_bush
• http://theinspirationroom.com/daily/print/2007/3/australia_post_dad_hug.jpg
• http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads1.jpg
• http://theinspirationroom.com/daily/print/2007/3/australia_post_hug.jpg
• http://ecx.images-amazon.com/images/I/41DT6h-lsxL.jpg
• http://files.coloribus.com/files/adsarchive/part_1040/10406355/file/lego-city-shadow-small-11887.jpg
• http://adsoftheworld.com/media/print/innocence_in_danger_girl_0
• http://www.inspirefirst.com/2012/05/12/40-social-awareness-advertisements/
• http://amazngfacts.com/facts/40-most-powerful-social-advertisements/
• http://www.1stwebdesigner.com/wp-content/uploads/2010/01/most-interesting-ads/pepsi-twist-most-interesting-and-creative-ads.jpg
• http://allyourwants.blogspot.jp/2010/10/very-interesting-advertisements.html
• http://bestvideosnow.com/wp-content/uploads/2013/05/anuncios-graciosos-02.jpg
• http://www.chilloutpoint.com/images/2013/09/amazing-creativity-in-pictures/amazing-creativity-in-pictures-01.jpg
• http://www.wallpaperhi.com/thumbnails/detail/20120720/funny%20ballet%20creative%20advertisement%20dancing%20baker%20ad%20commercial%20microvawe%201600x1055%20wallpaper_ww
w.wallpaperhi.com_99.jpg
• http://www.moreaboutadvertising.com/wp-content/uploads/2013/06/econ-4.jpg
• http://img.gawkerassets.com/img/18kgb4niduv1kjpg/original.jpg
• http://adsoftheworld.com/media/print/bling_accessories_soccer
• http://www.printwand.com/blog/media/2013/03/john-caples-sales-letter.jpg
• http://adsoftheworld.com/media/print/colorado_wildlife_council_lessons
• http://adsoftheworld.com/media/print/lego_masters_leonardo
• http://kavi9999.files.wordpress.com/2009/11/absolut-paradise.jpg
• http://theinspirationroom.com/daily/commercials/2006/7/coca-cola-happiness-factory.jpg
• http://creativadvertising.files.wordpress.com/2013/05/creative-advertising-outdoor-open-heppiness-coca-cola.jpg
• http://adsoftheworld.com/media/print/globalization_and_solidarity_global_neighbors_care
• http://adsoftheworld.com/media/outdoor/book_culture_imagination_got_there_first_2
• http://adsoftheworld.com/media/print/acuario_inbursa_ocean
• http://static1.businessinsider.com/image/4f8eaccbecad04a25900000b-1200/phyllis-robinson-ran-the-copy-department-of-ddb-in-1949-shes-responsible-for-you-dont-have-to-be-jewish-to-enjoy-levys-
jewish-rye-bread.jpg
• http://www.trueartworks.com/large/0000-5682.jpg
• http://neurorelay.com/wp-content/uploads/2012/06/color-purchases.png
• http://99designs.com/designer-blog/2011/09/08/how-color-impacts-emotions-and-behaviors/
• http://adamacar.wordpress.com/about/