The Secrets of Successful Creative Advertising by Tom Attea

Author:Tom Attea [Attea, Tom]
Language: eng
Format: mobi
Publisher: Really Helpful Books
Published: 2011-07-13T14:00:00+00:00

How to Discover the Right Visuals

Now, let’s consider the search for exactly the right visual or visuals to magnify the selling proposition. We want to discover the single most appropriate main visual to magnify the primary benefit. The main visual might at times consist of two parts – one visual that magnifies the problem just right and another one that magnifies the solution. For example, staying with our pain reliever, we might begin with an arresting way to visualize a person experiencing a headache and then present a dramatic demonstration of the person’s pleasure at experiencing relief. In this case, we would also search for the most appropriate secondary, or support, visual to demonstrate our “reason to believe.” We might choose to show that our pain reliever contains, not just one pain reliever, but three. (Actually, Excedrin is made up of two pain relievers, aspirin and acetaminophen, along with one ingredient, ordinary caffeine, that functions as what the FDA considers a pain-relief “potentiator.”)

If our creation is to be a commercial, the visual that magnifies the primary benefit usually begins and ends the commercial (often with a clever and reinforcing variation at the end), while the visual that provides the “reason to believe” appears in the middle. This structure is referred to as a donut, somewhat illogically, because, at least in my experience, the center of a donut is empty.

In a print ad, the visual that magnifies the primary benefit usually constitutes the main photograph, while the one that supports the reason to buy appears as a smaller insert shot or in what is called a mortise.

There was a time when all that art directors, as well as copywriters who are resourcefully visual, could do is sit around and imagine visuals. It’s still my favorite way to create. But today we can also turn to libraries of stock photos and illustrations. When we choose, we can go to stock shot sites, enter a keyword, and up come suggested visuals. The usual tactic is to enter keywords until we hit on just the right visual or visuals that express the idea we’ve conceived or to help us discover visual ideas.

If the right visual concept is especially unusual, we still might need to hire a photographer to shoot it or an illustrator to draw it.

The important thing to keep in mind is that we’re not

looking for a great visual or visuals. We’re looking for exactly the right great visual or visuals.

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