Based on the ads that have been posted this week, I particularly like Shirley Polykoff's approach of grabbing the attention of the reader. What better way to dig into someone's curiosity than to confuse them with a simple question?
"Does she...or doesn't she?"
A simple question, but it gets one to think "Does she what?" It's just a picture of a beautiful redhead reading a book. There could be many answers!
The power of a simple sentence, able to lead the reader into reading the title, then the body and possibly even to purchase the product. I realize that to be able to sell and come up with a good headline, simplicity is best. Also with a pinch of curiosity..
As for Leo Burnett's approach in Marlboro's Better "makin's", it sells quality of the product. It convinces the readers that Marlboro's cigarettes are of the highest quality.
This style is right in your face, and straight-forward. It doesn't make you question the ad, it just makes you want to find out more about its quality and product.
Smokers love to smoke a good quality cigarette that lasts longer and ironically, smokers like a 'healthier' and 'better' tobacco.
Written by:
Bernadette Alexandra Koh Pei Yi
0302106
Also, by throwing quality on an ad like Marlboro, the readers get to know about the product right away rather than having to read other unnecessary facts about smoking. It was words of quality that caught their attention, and quality is what they wanted to read about.
ReplyDeleteEdited by:
Evelyn Wong Yen Ni
0302224
Malboro used to be a woman cigarette in 1940's which was originally introduced by Phillip Mo&co and that time Malboro was not doing good.Leo Burnett handled the reposition of malboro's cigarette and changed it into a masculine cigarettes by just changing the icon to a cowboy man.It immediately increases the sales. Well this ad was one of the most brilliant ad campaign back then.The cowboy icon stayed until year2000.
ReplyDeleteAmalina
1007k10685
back then it's an uncommon practice of dying one’s hair, Clairol have created an awareness about hair dying becoming acceptable and common in these days. It has helped women to learn more about how to get started when curiosity strikes
ReplyDeleteCarena Lim
0302442