Reflection Post 1 : Famous copywriters and their copywriting approaches

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

Blog Swipe 1.2 : The most creative classical print ads from famous copywriters in history

Media: 

Online (http://www.adclassix.com/images/59marlboroman.jpg)

Ad Title (Headline): 

Better "Makin's"

Slogan:

 ... more flavor

 ... more filter

 ... more cigarette

What makes the ad copywriting very interesting? 

Headline:

The headline is very clear-cut, simple, and smart. It explains Marlboro has created new and improved cigarettes. Other than that, the headline also assist the ad visuals in interpreting "better companionship" to the consumers of Marlboro. 

Body copy: The body copy emphasizes on the new changes and improvements of the cigarettes. It's an ingenious  move because smokers always want to know what they are smoking, and of course the more benefits in a stick, the more the interest embedded into the target audiences. Also, the body copy focuses on the new "surprising" mildness found in men's cigarette, which allows the ad to reach a broader scope of target audience, both male and female.

Slogan:

The slogan is affective. It helps smokers understand that even with more filters, not only does the flavour remain the same, instead, the new and improved Marlboro provides a better flavour. Moreover, it's healthier and longer lasting.

Visuals: The visual is spot on, as it pulls the whole ad together! It mainly targets the male audience as the image shows an older looking men lighting up a cigarette for a young beautiful girl. It can be interpreted as, "with the new and improved Marlboro, you get better smoking experiences and better companionship because everyone loves Marlboro". 

Ad strategy: 

Burnett's copywriting approach for this 1959 Marlboro ad focuses on the new secret ingredients of the cigarettes, such as specially blended tobaccos that are finely mild, and an improved filtering system that provides a good amount of flavour with mildness. This helps promote and establish the cigarette quality in the market to the audience and consumers. Also, Marlboro's image shifted from an 'only-masculine-brand' in 1955 to 'the cigarettes that women like but designed for men' in 1959. Thus, this strategy invites women back into the Marlboro market.

Written By: 
Natalia Melissa Singa
0304567

Blog Swipe 1.1: The most creative classical print ads from famous copywriters in history

Media: Online (http://static6.businessinsider.com/image/4f8ddc77ecad044054000000-1200/shirley-polykoff-of-foote-cone-and-belding-created-this-famous-clairol-campaign-in-1959.jpg)

Ad Title: Hair color so natural only her hair dresser knows for sure.

What make this advertisement interesting/good?

Slogan/ Headline: Does she...or doesn't she?

Headline: The headline is short and eye-catching. The use of the question headline makes readers curious and want to know more about the ads and the product.  This is an effective way of starting an interesting discussion.

Body copy: The body copy targets young women who want their hair colour to look fresh and natural even though they are using artificial hair colour. It does not focus on the product features, but focuses more on the product benefits (people wouldn't be able to tell if they were using artificial hair colour or not, looks younger, becomes more attractive woman, easy to use- all it takes is minutes).

Visuals: The visual is interesting as in they use a portrait of a carefree confidence young woman to capture the feminist sensibility (gentleness, warmth and love) of the product.

Ad Strategy: Colouring hair was considered as an embarrass practice (at least it was embarrassing to openly admit) back to the post war era . This Shirley Polykoff's most popular copywriting approach focuses on promoting the products as natural and wouldn't be able to tell whether they are using the product or not. The key of this successful advertising is they understand what the problem that hair dye's users were facing and this advertisement shows how their product able to solve their problem.

Written By,
 Ng Jas Min
0312182 

Who Are We

Who are we?

We are a team of six advertising students from Taylor's University. We are Bernadette, Carena. Jas Min, Natalia, Amalina and Evelyn.

This blog works as a platform for us to analyze successful copywriters' works and reflect on it, learning from the many different styles and creativity that the world of advertising can offer. It is from studying the works of the best people that we are able to adopt inspirations and then, come up a style of our own.

What is a Chiwawa?

As many people know, a Chiwawa (more commonly spelled as Chihuahua) is an adorable breed of dogs and even with it being so small, their barks are loud and high-pitched.

Why the name?

We would like to think that we are a group of young students (like the chihuahua) with loud voices and opinions to be heard by the world with ideas to be shared. Also, cute always sells!