As powerful and pervasive as advertising seems to be, it really isn’t a matter of “executing a Jedi mind trick on the sheep to separate them from their cash”.
When all is said and done, the consumer will either accept or reject the product on the basis of their experience with it. However, the messages that they receive from advertising will likely affect how the consumer expects that experience to go. […]
Before we start hammering out a cool headline or dreaming up a stunning visual effect, we need to do our homework. Identifying the Problem (which is often given by the client) is crucial to figuring out the correct message send to potential customers. If we are going to truly be able to communicate to our […]
One way to understand how advertising functions is to look at its Social Utility. These are the benefits that advertising is supposed to provide society: Advertising encourages people to act in their self-interest While we would like to think that people would rely on their self-preservation instincts, reality seems to say otherwise. People smoke, drink, […]