AD CONCEPTS

Studies have found that creative messages get more attention and lead to positive attitudes about the products or services. Creative advertising is more memorable, longer lasting, works with less media spending, and builds company followers faster.
The goal of a creative concept is to influence an audience, pique their interest, inspire them, and elicit an emotional response.

Here are some different print ad concepts (sometimes they overlap):

VISUAL ANALOGY
A visual analogy is a comparison based on some likeness or similarities.
For example, whitening a fence and teeth,  
comparison of bad breath with a dog’s smell from behind,
comparison human skin and rough chicken leg,
comparison of a lampshade and a hat,
taste of meat without ketchup with taste of cardboard, …
Comparing the burning heat of the flame with burning heat of the pepper souse
Comparing deforestation and our environment and a balding man

 

VISUAL METAPHOR
A visual metaphor communicates a message by showing something different with the same quality.
Verbal abuse
Usefulness and convenience (old sneaker) and beauty (modern shoe) in Ikea furniture
Climate change
More examples

 

SYMBOLISM- attributing symbolic meanings or significance to objects, events, or relationships
Colored baby booties, which symbolize gender; green color symbolizes money, etc  
Symbols - McDonald's (ad for election day)
Use of symbolism to create an emotional resonation with Australia Post audience.
The headline for these ads, "If you really want to touch someone, send them a letter."
The ants behavior symbolize that there is no sugar in this candy
Mozart is a symbol of great music and sound.
The headline of this ad ‘Enjoy superior sound with quality earphone’ clearly corresponds the message of great sound quality that Sony earphones represent.

 

LIFE EXPERIENCE
These ads behave as observational humorists, pointing out the humor in every-day occurrences.
“Yeah, that happens to me,” should be someone’s response to your ad
Everyone had bloating:
An Indian brand of digestive pills against stomach problems

Olp people often have pain problems:
The woman’s demonstration of strength and pain relieve despite her age – Advil ad.

 

THE PROBLEM IS THE SOLUTION
Often, the answer to an ad problem is looking at the problem itself.
VW ads from DDB touted : “Think small” and “It’s ugly, but it gets you there.”

 

EXAGGERATION
A classic example is an ad for Colombian coffee in which the pilot turns the plane around because they forgot the Colombian coffee
Sharpness of the knife
FedEx delivery is very fast

 

ENDORSEMENT
An ad may feature a celebrity to endorse the brand or group
An endorsement can be from an everyday person with whom the potential consumer can identify.
Bank of America

 

PRACTICAL REASON
To use the brand or change your behavior
You need to stop smocking
You need to use a seat belt
You need to use a seat belt - another ad

EMOTIONS
World Wildlife Fund ads

HUMOR
Ghee is a bistro and buffet restaurant also specializes in events for the fashion world. Play with the brand slogan (the taste of fashion).

 

VISUAL PUN*
A visual pun is a pun involving an image or images (in addition to or instead of text)  to form a new meaning. The viewer must mentally elaborate on the visual stimulus to interpret the message

Ad series for Sabai Foot Spa
Play with English idioms:” having cold feet”, “foot in the mouth” and “two left feet”.
(Headline:” For all other foot problems – Sabai”)

 

*PUN explanation:
FIGURE OF SPEECH/PUN- A play on words, either on different senses of the same word or on the similar sense or sound of different words
Examples: Socks in holes (socks crawling into and out of holes, punning on "holes in socks"); Hot Dog (a dog in the sun), etc.