July 25, 2018 feichang 0Comment

In advertising you pass along information to your prospects with the aim of increasing your market share. But, the question is how on earth do you get your message through? There’s so much rival noise already bothering your prospect in such a cluttered world. How do you rise above the daily ruckus, not just the static .ing from other advertisers, but the vociferous information explosion we’re all living in? Nature understands that in a jumbled world, you have to find a way to get yourself into clear space if you’re going to .municate successfully. The question is: how do you get your advertising into clear space? Un-clutter, if you want to be seen in a cluttered world, be ruthlessly simple. Simplicity is one of the main foolproof advertising methods. Advertising is .munication, and if the right person does not really take notice of your advertising, having heard, does not clearly understand what you are saying, then you’ve failed. Put plainly, we’re living in the over-information age; this entails the more information you put into your advertising, the less people will take out. Simplicity exists to reduce the Crime of Add-vertising. Remember, even though it’s called an ad, the most successful way to .municate a message is actually to cancel less important information. All great messages are deeply simple. The enduring philosophical tool, Ockham’s Razor, tells that when there are two acceptable answers which solve a problem equally will, the more acceptable answer is the simpler one. Work for a .pression of a credible idea into a hard nut core a profound simplicity; a haiku like intensity. But, being simple is not an elementary job. The art, of course, is not how short you make it. But rather, how to make it short. It is much easier to be .plex than to be simple. Simplicity is one of the most definite characteristics in advertising and may be one of the most forgotten. This might be due to the fact that the simple has a dual personality: What is simple may have a genius synthesis or simply a primary obviousness. To be simple oblige much more self-confidence than to be .plex. The simple may be unenviable. After all, each of us would like to be seen as a person with sophisticated thoughts. .plexity of rationale probably be easily perplexed with intelligence by the incautious. But, the simple is only sophisticated, only valued, when it is discovered before it be.es obvious. Until it is revealed, is somewhere, close by, but very well disguised. It is essential for someone to think about it first, to discover it first so that someone else could then say, Wow, why didn’t I think of that before? Only latter than this statement, repeated by many people, is a simple idea transformed into something obvious. I imagine that it must have been something like this with the wheel, the paper clip, the headline Think small for VW or the picture of a piece of purple cut silk for the cigarette silk Cut. Whoever discovers the obvious first be.es a genius, and those who only repeat it remain mediocre. Being simple is also leaving an objective and trying to get to it with minimum resources, getting there by the shortest energy in this search, everything that does not to simplicity, its purity, must be taken away. Being simple is .municating a new idea using the least possible number of elements, creating something so strong and powerful in its simplicity that it ends up generating a fabulous reaction in whoever is exposed to it, what is a simple moves person. Advertising is .munication. The effect of advertising is measured not by what is said, but by what people .prehend. A campaign starts to work when whatever is being sold it may be an institutional message, a promotional price, or a new car is noticed by those who are exposed to it. But simply understanding that there is a new car in the market is not enough. It is necessary to notice what makes this car different from the others, why it is better. But even this is not enough. It is necessary for this difference to be truly pertinent for those who are searching for a car. Is it really simple? To know this you just have to respond to two questions: What am I going to say about this product? And Is what I am going to say, certainly what is going to inspire people? The answers to these two questions are the most vital part of the creative process for any campaign, TV film or press ad. Being simple is also being objective before creating. A European country, such as England, for instance, is used to a level of .plexity directly connected to its capacity of observation of more detailed messages. In countries such as Brazil, young and still under development, this capacity is much smaller, being simple and objective is not an choice; it is a necessity. In Brazil, the benefit of a product must be .municated in a plain, straightforward manner so that it may be wholly understood by the greatest number of people. But, being simple is not enough. One must be simple and surprising. This is perhaps one of the keys to Brazilian advertising: simple without being simple-minded; objective, yet creating an impact at the same time; popular without being mediocre. Advertisements such as Guarana Antrctica, with a minimum of elements, .municate the synthesis of a benefit: No calories, no belly. Winning the print media Grand prix at the 1993 Cannes festival, the ad opened a path that has been followed by many Brazilian agencies since. Another example of simplicity is the advertisement that announces the Botero explosion at the Sao Paulo Modern Art Museum. It defines, with humour, the most striking characteristic of this Colombian artist, who only portrays enormous and obese characters. Sparing joints and articulation is one of the most crucial benefit of a tennis shoe for those who run every day. The Mizuno band is accepted by the Brazilian Orthopedic Society as having the most efficient impact- absorption system in the market. Therefore, imagining a tennis shoe between bones seems to be the simplest solution for the ad. That is how it was with VW as well. Discovering a double check and using it to support the German brand’s dedication to the total quality of its products seemed extremely obvious to us. Jean Marie Dru, then president of the Cannes Festival, remarked on some of the pieces that had won several Lions. Many creative directors in France would never endorse them. They are too simple. The French favor .plexity. I’m an enthusiant of what is simple, of the search for hidden obvious, of the Japanese Hai Kai, of the exercise of reduction, of the capacity for the synthesis that Picasso had towards the end of his life. In answer to someone who criticizes that it was very easy to draw one of his bulles with a trace, he simply said: I took fifty years to do it. 相关的主题文章: