Chapter 5 examined the "big idea" behind an ad campaign. I found the chapter highly informative as it not only broke down idea generation approaches, but also examined the type of ads that are most successful. In this case, I chose the 1960 Volkswagen ad "Think Small" because it used exaggeration to great effect. The composition is elegant and simple. It takes a disadvantage of the Beetle (it's awkward size) and flips it into a positive as well. Another great exaggeration example is the latter day Volkswagen ad that features a monster truck. The ad speaks on its durability by showing the VW car as the lone vehicle standing after the monster truck has ran through it. Obviously, in real life - the car wouldn't stand a chance. But the exaggeration drives home quickly it's relative strength.
Below I have several examples of exaggerated ads. Unlike the visual metaphor ads that make the viewer think (earlier in the chapter), these ads typically are to the point. Often, the exaggerations are humor-based (like the Heinz ketchup ad in the book that shows an obscene portion of ketchup). I believe that helps advertisements connect with people. In particular, I liked the Volkswagen ad - keeping with the theme, people! - with the gigantic teddy bear being dragged by a small child to the truck of the vehicle. A real life child that size would hardly have the strength to drag such a monstrous teddy bear, but it works. It also sells the point that this particular V.W. s.u.v. has the strength and room to carry such an obnoxious toy.
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