Reading Assignment Overview for Chapter 1: “ A Brief History of Why Everybody Hates Advertising“
Instructions: Please read Chapter 1, titled “The Birth of an Idea,” from “Hey, Whipple, Squeeze This” by Luke Sullivan, 6th Edition. After reading, answer the following questions to help you understand and engage with the key concepts presented in the chapter.
Chapter Overview: Chapter 1 serves as an introduction to the dynamic world of advertising. Luke Sullivan, an experienced advertising professional, offers insights into the creative, competitive, and ever-evolving nature of the advertising industry. This chapter lays the foundation for understanding the principles and challenges of advertising, emphasizing the importance of creativity, audience understanding, and ethical considerations.
Reading Assignment Questions:
- What does Luke Sullivan mean when he says that advertising is a business, and why is this perspective important for aspiring advertisers?
- How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
Additional Resources:
- Research and discuss recent advertising campaigns that align with the principles discussed in Chapter 1. Analyze how these campaigns exemplify creativity, audience understanding, and ethical advertising practices.
- Explore the impact of digital technology on the advertising industry and how it has shaped advertising strategies in recent years.
Completing this reading assignment and answering the questions will help you gain a deeper understanding of the key concepts introduced in Chapter 1 and prepare you for further exploration of advertising principles in the subsequent chapters of the book.
Submit answers to questions in the discussion of this post by: 2/8
It means advertising something you want to show to the people can involve in them wanting to buy what your selling.
A.R. – Sometimes annoying Ads can sell, Saying the right thing wouldn’t have people listen unless you word it right even though its wrong.
A.R.- The impact on digital technology for advertisement has grown, going from posting ads on newspapers to TV and now Social Media Platforms.
1. According to the author advertising is a pretty complex work. It can be something that everyone hates but still makes billions of sales as well as something that doesn’t attract buyers at all. He also says that good advertising can make sales but great advertising not only makes sales but it also builds factories. It shows the importance of advertising for any business.
2. Author brings up one of the client’s message in the chapter to emphasize the importance of creativity in advertising. ” the truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you and they won’t listen to you if you are not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly”
A.R The most recent add that I saw was Telekom commercial about special protection need of children’s data. It was so unpleasant for me to watch it because of the parent’s emotions when they saw their grown up daughter as a robot trying to warning them not to share her data. But I watched the add three times and it actually made me feel bad and scared at the same time. I become more careful about sharing my personal information online. That approves author’s writing that even though the add’s unpleasant to watch it can still work and make sales if it catches peoples attention and makes them believe things.
A.R 21th century is full of new end exciting technologies that makes commercials more pleasant looking and enjoyable to see. The most obvious change I’ve noticed is probably 3D characters in the adds. By using digital tools advertisers are making any product more desirable and better looking which is one of the most important things for a good advertisement.
1: I believe Sullivan considers advertising a business because it is so pivotal to the successes of the businesses it advocates for. Norman Berry even claims that bad ads poison the industry and the businesses it advocates for retroactively. I believe this perspective helps aspiring advertisers prioritize the quality of their ads rather than subpar work that might technically bring in sales.
2: I think Sullivan views creativity as the heart of advertising. Creativity is the only way to sustain the industry and effectively make sales. The best way to get through to your audience is to respect their intelligence and engage with them in new and inventive ways. This can have great gains for the company, as stated on page 8, “Good advertising it has been said, builds sales. But great advertising builds factories.”.
Answer to Question 1. Advertising is a business because it sells, and it promotes. Advertising affects industry and the economy. The bottom line is money. This is important for young designers to know so that they can pay attention to on time delivery.
Answer to Question 2. Advertising must be meaningful and resonating to the target audiences’ experience.
New Logo and Visual Identity Announcement/ Pepsi
The target audience in this ad is actually broad. The graphics are reminiscent of psychedelic art, with a little urban fabulous flair, and the music is a mix of hip hop and classic rock. I am thinking that Pepsi just wants anyone who is cool and young at heart to buy its cola drink.
If digital technology is AI generated graphics and films, then I haven’t seen too much that I find impressive. AI is another product though searching for a target audience, while imitating a human being. Interesting. A group of humans is behind it all, that is for sure, and money is certainly involved. Yet I am not convinced that AI is the best approach for everything or everyone.
Sullivan means that advertisement is only based on sales. Which is not enough. Advertising needs to, of course, in some way make money. This perspective is essential for aspiring advertisers because advertising aims to attract customers and make sales. As aspiring advertisers, we must find ways to promote the brand and earn income from the product.
2.How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
Sullivan characterizes the role of creativity in advertising by saying that creative ideas was cheerfully dismissed, particularly by unmotivated organizations. This opened the door for placement, the newest fashion. He suggests that the relationship between creativity and commercial success is that cleverness, elegance, and intelligence don’t have to be sacrificed in a commercial to make a sale. And great things happen when it is set out to prove it.
I think that what Luke Sullivan means is that advertising is a business that solves a problem and the problem is how to sell something to it’s audience/customers; coming up with creative ideas that will solve the problem. This perspective is important for aspiring advertisers because although advertising must sell, it should be achieved in good taste.