 Explicit Ads  Fully and clearly express or demonstrate what the product is and how it is beneficial to the audience.  Focus is on the product or service and getting out the information which describes it.  There are no value statements made in the ad. Here is an example of an Explicit Ad:

 Implicit Ads  The benefits of the product or service are implied, rather than clearly stated.  In some cases the benefits may have very little to do with the actual product. Here is an ad with a strong Implicit Message

Who is the Target Audience for this Advertisement?

 Then along came ads that did not seem to have an implicit or explicit message.  The goal seemed to be to create something that entertained people and then the audience would associate their product with a well executed, usually funny, advertisement.  Do you remember this one:  tDwY tDwY

 The company felt that it did not need to describe or provide information about a product that had been on the market for over 100 years.  The success of this ad was not just seen through the amount of people who watched it, but also the amount of people who tried to copy it.  LkQ4&feature=fvwrel LkQ4&feature=fvwrel

 One of the first ads to “Go Viral” was this:  o o  The success of this video led to copycats like these:  8lAo&feature=related 8lAo&feature=related  4&feature=related 4&feature=related