Good Ads Ad#1 Rolls Royce Ad – Why this Ad became so popular? [pic] This Ad had headline very similar to the one in Pierce-Arrow’s Ad. Pierce-Arrow ad ran about 25 years before Ogilvy’s Rolls Royce campaign. It is worthwhile to compare the two headlines and analyze the improvements Ogilvy made to his version. First, let’s look at the two headlines So here are the two headlines for comparison: The only sound one can hear in the new Pierce-Arrows is the ticking of the electric clock vs. “At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock. Why the Ogilvy Headline was far more powerful 1) Specificity: The Ogilvy ad gives an actual speed. Not only are specifics always more believable than generalities, but in this case, the specific speed makes the reader think that an actual test was conducted to determine this fact. By comparison, the Pierce-Arrows ad reads like hype. 2) Quote marks: The quotation marks around the Rolls Royce headline indicate to the casual reader, scanning the page, that this was a remark made by someone, perhaps by a tester or engineer.
And indeed, the subdeck and first bullet point confirm that this is the case. Again, the Pierce-Arrow headline has none of this credibility-building substantiation. 3) Believability of the claim itself: Notice the change from “only sound” to “loudest noise. ” For the reader, conjuring up a mental image of driving in a car in which the electric clock is actually louder than the engine is relatively easy, whereas the mind rejects the idea of a moving car making absolutely no noise except for that of the clock.
Consequently, the Pierce-Arrow ad practically provokes skepticism and dismissal from the reader. 4) Words fat with emotional associations: the difference between sound and noise may seem subtle, but the emotional connotations are miles apart. Sound could be anything, and all else being equal, the word alone usually has positive associations. Noise, on the other hand, is a nuisance. Tell me I won’t hear a sound in a car, and I’ll think you’re exaggerating or speaking figuratively – would anybody even want to drive in the kind of sensory deprivation chamber that that would require?
But tell me that the loudest noise in the car comes from a ticking lock, and I’ll want to experience the serenity of such an exquisitely engineered car/cabin that is capable of nullifying the unpleasant noises and nuisances of the road. Why the Ogilvy Ad was far more modern You can see the proof and substantiation. Rolls Royce ad: • Includes engineering and expert testimonials or quotes. • Provides no less than 12 bullet points of factual copy – facts proving the extreme quality, engineering, and attention to detail that goes into making a Rolls Royce • Openly states the price of the car without dancing around the subject. =======****************================*****************========== Ad#2 Story Appeal and Layout So while it may seem obvious that the headline and the main picture (or “hero shot” in today’s lingo) should be related, it also seems that you can grab even more reader-grabbing power for your headlines if you make use of some of the compelling “what’s this picture all about” draw of captions. Here’s a perfect example of this [pic] There are three main parts to the Ogilvy Layout, with a corresponding and crucial quality for each element: 1.
The picture, which should have “story appeal” 2. The headline, which should tie into the “story appeal” of the picture 3. And the body copy, which most be placed in the right relationship to both the picture and the headline as to anticipate the reader’s visual preferences and enhance readability. Let’s Talk Layout and Arrangement **People scan and skim first and read second and they only read IF their scan turns up something worthwhile. ** Now, in magazines, which are mostly read as a diversion, the first thing to get scanned are pictures.
We are visual creatures and pictures typically convey a lot of information (and emotion) fast, so a strong visual is almost always going to be the first thing the eye fixes on when the reader is engaging in general browsing for interest. Please note, though, that this scanning order changes for task oriented individuals interacting with a website. People scanning a web page redefine “worthwhile” by relevance to their task, and therefore focus on the headlines first. Getting back to magazine ads, if the picture is intriguing, the next thing a person will scan is the headline and possibly the caption.
After that, and only after that, the person in question will skim (or read) the body copy. For emphasis, this is THE order in which an audience will scan a magazine ad/page: 1. Picture first, 2. Headline second, 3. Copy last. To quote Ogilvy himself: “Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. If you put the headline above the illustration, you are asking people to scan in an order which does not fit their habit. ================***************===============**********========== Ad#3 – A ‘Visual Scandal’ surprises and delights viewers This surprise and delight factor causes a peripheral eye sweep to become a studied look, gaining you the web visitor’s/driver’s active attention and consideration. And it does it while leaving those people with a positive emotional response to your brand (as apposed to gaining attention through an annoying, dancing stick figure). Here’s are some example of visual scandal: [pic]
Visual Attention: [pic] (European) semi-trucks whose trailers are decorated to look like the sides are missing and the products they are hauling are painted on the sides and back. The first one is of a bottle of beer and looks so real, like it is coming out the side of the trailer. [pic] [pic] Ad#4 – DHL – Television media It is video Ad Very Creative Strong Message Award winner Ad Message relevancy Ad#5 – Camlin Permanent marker – Television media It is video Ad Very Creative Award winner Ad Message relevancy