What is it exactly that makes a great advertisement? Who defines what a great advertisement is? Is it the campaign creator or advisors? Well, who cares what they think anyway? The answer to all of the above is us; people as a whole. We, the people, and no, I’m not going to start quoting The Constitution, although the writers of that were on to something with that whole unity thing, are the ones who judge an advertisement for what it is. We are able to see and define a product based on its ad alone. We are the ones that make it important. We see the ad, test the product, and when that’s all over, decide to buy or not buy the product based on our research. We do this everyday, so of course that’s why advertisers are the ones coming after us. They almost chase us down with whatever information they have about the next big thing they have. “From engaging in public service to choosing goods and services, advertising calls people to action.” It is with this idea that a great advertisement is born.
The most memorable advertisements out there were created with the above notion in mind. The people. They are the ones that could easily make or break a product before it has really been put out onto the market. Of course they should care what we think! In an interview for the Advertising Educational Foundation, Jeff Manning, creator of the Got Milk? campaign said that "At my request, we tried to pursue advertising that took us to a different place. Not strategically, but executionally,". This thought is perhaps what has made the campaign so successful, and able to last through different generations. Manning saw that the current way of advertising, merely selling products to people, wasn’t working. They had to sell the idea of a product, and that’s exactly what they did. They branded milk. “Not only does branding identify and distinguish, it builds equity”. Great advertisements are able to do just that.
No comments:
Post a Comment