After completing the reading, students will reflect and analyze the main ideas and themes discussed in Chapters 2 and 3 of Hey Whipple Squeeze. They should consider how these concepts relate to contemporary advertising practices and share their insights on the relevance and applicability of the principles discussed in the book.
Questionnaire: Respond to the following questions based on the reading:
a. How does Luke Sullivan define the role of creativity in advertising, according to Chapters 2 and 3?
b. Discuss the importance of understanding the target audience and consumer behavior in advertising strategy, as emphasized in the reading.
c. What are some key principles of effective copywriting outlined in Chapter 3?
d. Share an example of a successful advertising campaign that demonstrates the principles discussed in the reading. Explain how the campaign aligns with the concepts presented in “Hey, Whipple, Squeeze This.”
e. Reflect on how the insights gained from the reading assignment can inform your approach to future advertising projects or campaigns.
Due 2/22
A. Creativity for Sullivan is a core part of the advertising process. Gathering as much info and actively tacking the problem at first is a key part of the work, but so is stepping back and not forcing inspiration. Once your subconscious supplies you with an idea you can get to work on implementing it. This cannot be done without creativity. Sullivan describes the creative process as “washing a pig”. A messy process with no clear rules, beginning, middle, or end. You start with or without inspiration and power through until your subconscious mind bolsters your project with a creative idea.
B. Consumer studies singlehandedly impacted the “got milk?” campaign done by John Steele. Learning that consumers were primarily pairing milk with other things rather than viewing it as a standalone staple changed the way the team framed their campaign. Knowing the target audience, And how they used the product allowed for an incredibly effective series of ads.
C. Authenticity is pivotal in advertising now, so it’s more valuable for copywriters to talk to their audience rather than write to them as a salesperson. Meeting people on their level, telling the truth, and relating to your audience are key principles of effective copywriting.
D. As described in the reading I am VERY resistant to Advertising like most people. Adblock is my best friend so even seeing Ads is fairly rare for me. I’d say the only ads that get through my barriers are through tiktok (no adblock for that one, but maybe one day…). The best campaigns to my standards are ones for manhwas and webtoons for me. It uses the algorithm to study my interests and send me ads that I will be most likely to look at and engage with. I normally swipe right away but! If I see pretty art or an interesting story I will actually watch for a few moments.
Manhwa readers want to experience the story, a campaign for them is very simple, just give us a taste and we’ll drive traffic to your site. I don’t feel like I’m being tricked or the product is exaggerating, I feel like I’m reading a post and that’s the best thing for a chronic ad resenter like me.
E. I think my approach will involve further study of my target audience and a more critical analysis of the scope of said audience. I will also try to relax my desire to push for inspiration and trust that it will come to me.
a. Examine brand, study client work, what would make you want the product, make message incontestable, try competitors product
b. Target their emotions and sell them something they need at that moment also selling problems that can solved for you and the client.
c. Don’t write ads, talk to the page, tell your friends your ideas.
d. McDonalds is a prime example of successful advertisement saying “im loving it” with a simple logo on a billboard. Reason? As bad as it may be for you people still eat it because they love it because of the bad ingredients in the food to make it taste good for them, i prefer not to eat fast food especially McDonalds. BUCKLEY’S on pg 37 the AD says it tastes awful but works and that’s what the product is showing truth that it can work but will just leave a bad taste in your mouth.
e. catch interest in my clients the right way, showing the truth but showing them how true and also how it solves many problems to problems that need to be solved for the product that they are going to be using that im selling to them.
a. How does Luke Sullivan define the role of creativity in advertising, according to Chapters 2 and 3?
Luke Sullivan defines the role of creativity in advertising as like “washing a pig”.It’s disorganized. It is unrestricted. lacks a distinct start, middle, and finish.
b. Discuss the importance of understanding the target audience and consumer behavior in advertising strategy, as emphasized in the reading.
Understanding the target audience and consumer behavior in advertising strategy is important to see which group of audience this ad is convincing and what type of consumers you are targeting.
c. What are some key principles of effective copywriting outlined in Chapter 3?
Some key principles of effective copywriting is authenticity. Copywriters can make or break a campaign’s credibility.
1.How does Luke Sullivan define the role of creativity in advertising, according to chapters 2 and 3
According to the author, the role of creativity is huge in advertising. In chapter two Sullivan describes the process of creativity as “Washing a pig”.
What he means by this is that the creative process is pretty complicated because you have to come up with an innovative idea that hasn’t been presented by anyone yet. You can’t just copy someone’s idea if you want your advertisement to succeed. As hard as it sounds if you put your mind to it and think not much but smart you’ll come up with a creative idea eventually and the “pig will get clean”.
2.Discuss the importance of understanding the target audience and consumer behavior in advertising strategy as emphasized in the reading
According to the author understanding your target audience and customer behavior is also the key concept of advertising. The advertisers need to realize that even though most of the work might be for people outside their social circle it’s their responsibility to feel the target audience. Research is also a part of the process to get to know the target audience better and understand(feel) their needs.
3.What are some key principles of effective copywriting outlined in Chapter 3?
According to the reading to be an effective copywriter you should not only write the ad but also talk about it like you’d talk to your friend and convince him/her to try something.
4.Share an example of a successful advertising campaign that demonstrates the principles discussed in the reading. Explain how the campaign aligns with the concepts presented in “Hey, Whipple squeeze this”
To me, a successful advertisement is unusual and different from the market in that specific industry. I also model in NY and I like to spend my income on nice clothes, shoes, and bags so advertisements that grab my attention are for example ads of Balenciaga.
They always come up with advertisements that no other brands ever had. Therefore creativity and uniqueness as we mentioned is something that attracts me and everyone based on their interests.
5.reflect on how the insights gained from the reading assignment can inform your approach to future advertising projects or campaigns.
I think that after reading this and analyzing the parts of advertising I will take more time to do research, be creative, and understand my target audience.
Response:
a. It must reflect the truth.
b. As stated on p26, people who do not have the time to figure out what a brand stands for. Therefore, it is important to make the brand stand for one thing, through the use of an adjective.
c. Effective copywriting should be authentic and true to the brand.
d. An example of a successful ad is the ad in the Converse “Your So Classic” ad with the green cup. It is truthful, it has that “yeah riiiiigh” factor, and the copywriting is authentic because it sticks to the brand.