Great Copy Makes Interesting Ads
Since the day Bernbach sold the Beetle to the world in two words "Think Small", the war for eyeballs has more or less centered around good advertising copy. Sometimes it is more than two words, sometimes a mouthful of a sentence.
But ask any copywriter worth his/her salt, he/she will opt for a catchy heading than rivers of text.
Good headline for ad copy can sometimes say more than a truckload of text. Look at these ads below and you will get what I mean.
(In Malaysia, back in the 70s when Maggie is trying to gain a foothold, it was the jingle "Maggi Mee, Fast To Cook, Good To Eat" that created the brand recognition both on TV and across the airwaves on radio.)
In advertising, a little exaggeration is allowed. If your product is good, you can brag to the world. Such is the case of this ad by Horlicks:
This little girl is telling you that you can be healthy if you drink Horlicks. Subtle and effective, doesn't it? I remember this concept being used by one cod liver oil peddler in Malaysia in its TV ad.
The advertisement shows an empty classroom with only one boy student seated facing his teacher. The teacher asks for the names of other students and was told, each time, that they were absent. All except the boy, who had apparently been fed with cod liver oil, had taken medical leave because they were ill.
Who says you need a frightening ad to send the message that drugs are harmful, just like you see on Malaysian TV and billboards? This one says everything about starting them young on anti-drug campaign. The problem with using nursery rhymes like this, in Malaysia, is that not many may understand it.
10 comments:
I agree on your point. Humor and paradoxes make interesting write ups on product banners or ads.
I agree, great advertisements always contain great or exception copy-writing.
When it comes to ads, words are more remarkable than designs.
Humor and paradoxes are the new techniques in ad creation. They make ads more memorable.
The mix of great copy writing and visually pleasing ads is the recipe for memorable ads.
In most cases, I prefer the ads in short and simple sentences. Anything longer than two sentences will make my eye wander somewhere else.
These funny ads can get really viral if you make it a little funny but very informative.
I think this is a part of the great copy writing efforts of the ad team which in term creates great sales and conversions.
Those are a very interesting marketing strategies. I think Maggie has done something great to start those awesome commercial trends.
Words and designs are good way of advertising. A design will never be good without god words and so a word itself. So, they come hand in hand.
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