Chapter 5

Chapter 5 The Big Idea

"An effective ad is driven by the underlying concept. An advertising idea-or concept-is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design." When we look at advertisements we want to understand what is being put there for us. There is a meaning and a message. Something is there that our brains need to figure out and understand. Who? What? Where? When? Why? How? When we look at an advertisement we immediately agree or disagree with it. The advertiser however wants us to agree with them so that is why as a designer it is so crucial to understand who you are putting the ad out for.

For this chapter I chose the ad on page 84 for cancer. The ad campaign had an image of a guys bottom half with the words "Whats worse than getting kicked in the balls? Getting kicked in the ball." Then there is the womans upper half that says "Every guy in class has already checked them out. You should too." I have attached the image for the woman one-I could not find the man one. We can see how well the ad campaign was done-1) we understand what the message is referring to 2) the message is clear 3) there is some humor incorporated while still keeping a serious place and 4) it hits close to home with a lot of people. Actually seeing what the message is referring to makes it that much more obvious.

I found these two ads online both for breast cancer. I feel that both of them are extremely effective in the aspect that we understand the message clearly. Both messages are very well put together and give us something to ponder while looking at them. (I know the one is in Spanish-I can not read what it says but I thought it was a great ad anyway.)