This following post relates to my conception of Advertising. The difference between the producers and the consumers in advertising, and mainly what good advertising essentially is and the rules of the game when it turns to engage users to some form of advertisement.

Make Consumers feel more Intelligent. Everyone loves to feel good and feel that they are smart when perceiving something. It can be a simple mathematical operation, or even associating a song to a movie. The rule is that people love to discover the link that connects A to B, which makes them feel good with that they are interacting with. I believe it’s the same thing occurs in Advertising, people want to feel smart when they look to a piece of advertisement in front of them. Unconsciously they want to connect the different parts, the visuals with the words, the words with the sound, and the sound with the motion. Being end users of advertising, consumers want to understand the magic trick beyond it. Hence, my point here is that what differentiates good advertisement from bad, is that you need to give that space to comprehension and the conclusion to be taken, that’s exactly what people will remember from the ad. The visual? the copy? Maybe they will, but probably they will be bombarded with 10 thousand more that day and possibly they will forget, but in what comes to “their own” achievement they got from seeing the ad, that will last longer, that’s how human brain works.

Make Producers feel less Ego-Related. The creative brief is the necessary input for the production team. The problem i want to point here is that during the course of the production (graphic design+motion design+flash design+…), care should be taken in order to always keep in mind what’s the objective of the campaign. As so-called artists that belong to the production team, they tend to treat their work as a big canvas where perfection is the word to remember. The fact that most of the times is forgotten, is that beautiful work is pointless if it does not comply with the client brief and so with the creative brief. Ego-related action regarding the production part, creates the division between beautiful work that does not really fulfill what was asked for. If the objective of the campaign was to increase sales by 200% then obviously that the flash banner should have a clear button saying “click here”, or something similar, if in other hand, the objective of the campaign is to increase the awareness of the brand for the target group from 15 to 25 years old, probably the visuals will have the biggest importance in the deliverables. The key point to remember here is: special care should be taken when it comes to produce a given idea due to the fact that first it needs to comply with the objectives of the client, and just then it should embrace the infinite creativity of the production team.

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