1. Lessons from Advertising:
Speaking powerfully with images and text

2. How do you say exactly what you want to say?

3. That all depends on what you want to say.

4. Determine the essence of your message.
Step One:
Determine the essence of your message.

5. What makes your product unique? What are you really about?
Ask Questions Like:
What makes your product unique?
What are you really about?
How will your product benefit people?

6. Also consider the “intangibles” of your product:
What mood do you want to set?
How do you want people to respond emotionally?

9. (“Introducing the MacBooks, the world’s newest power couple.”)

10. (“The kangaroos have arrived.”)

11. Now that you’ve determined what you want to say, let’s figure out how to say it.

12. It’s a busy world. You’ll have to fight for people’s attention.
If you’re lucky, you’ll get 2 seconds of their time.

13. You’ve got two weapons:
images and text

14. Say only what you need to.
Use your words wisely.
Be direct and concise.
Say only what you need to.

15. Tagline: a short, clever statement to grab your viewer’s attention.
Body text: a sentence or two explaining more about your product. Also should be short and clever.

16. (“Don’t let smells mix”)

19. Use your images brilliantly.
Be artistic. Be visually stimulating. Be bold.
Steal the viewer’s attention. Draw them in.

20. Standard composition of a good ad:
Anchor the ad with a logo and body text in the bottom corner. Keep the logo small. Place the tagline wherever it makes the most sense and enhances and the visual effect of the ad.

22. (“Put your old printer to better use. Trade it in.”)

23. (“We try to test all our products ourselves
(“We try to test all our products ourselves. But this time, we’ll take his word for it.”)

24. (“Don’t play with your health. Check your cholesterol.”)

25. (“For growing kittens.”)

27. (“Half past twelve.”)

29. (“Car dealers aiming to MOVE up in the world should check out SmartAuction. Where the METAL is bought and sold at warp speed.”)

31. Challenge:
Take a normal, mundane item and make a print ad that makes it exciting. Use image and text carefully to express the essence of your product quickly and boldly.
Spend some time thinking about what you want to say, then find a creative way to say it.

32. Write some descriptive body text
Some specifics:
Create a logo
Write a short tagline
Write some descriptive body text

33. Light Switch.
Vacuum cleaner.
Helium balloon.
Dictionary.
Pineapple.
Carrot.
Garbage can.
Pencil.
Crayons.
Rubber bouncy ball.