In advertising not to be different is virtually suicidal. - Bill Bernbach
The quotes above explains that one of the most important things about advertising; that one of the main aims is to persuade the customer to purchase the product, using appealing advertising and a catchy strap line. The second quote explains that the most appealing advertising is usually the most different and unique style. Using Si Scott as an example; Scott's technique and style amazes and inspires me to develop my personal style. Scott's designs are very unusual and I find myself drawn into the image to study the detail in the design. I feel that I personally pay more attention to advertisements that grab my attention as I'm passing, something that makes me stop to have a closer look.
I also believe tat it is important to connect with your target audience, customers tend to respond more to an advert that releases some sort of emotion or feeling which means that there is a better chance that the advertisement actually got through to the customer and made them think.
There are countless rules to remember when it comes to design but I have found that the majority of artists and designers believe that the most important rule is not being afraid to break a rule when necessary. This allows the designer to think outside of the box, explore every option when creating new ideas, even if the outcome is quite shocking or seductive because most people take more notice when a designer begins to be creatively unique and pushes all boundaries.
An excellent example of the daring side of advertising is the NHS advertisement campaigns. Above I have inserted an image taken from the NHS 'hooked' campaign, this advert was designed to shock people and grab their attention and I believe that it has definitely succeeded there. The image itself is very graphic and quite disturbing because it looks very painful. Many people would be draw to the advertisement based on the image alone because it is quite repulsing but you can't look away.
Above I have inserted another advertisement from the NHS smoking campaigns, I believe that this image is also created to shock the viewer, but on a more emotional level as it involves a young child. I also feel that another possible target audience for this sort of advertisement is mothers, particularly mothers who smoke. Although this advertisement isn't gruesome or disturbing in a scary horrific way, it is disturbing in the sense that such a young child is affected and harmed by second hand smoke. This type of advertisement would evoke a more emotional response from the viewers because young children are so delicate, innocent and vulnerable.
Another interesting NHS campaign was to promote awareness about sexual health and STI's. Above I have inserted one of these advertisements, I believe that although the idea and design is quite simplistic it is disturbing enough to capture the viewers attention and possibly gain awareness. I think that it is quite disturbing to see a tag stitched onto the skin, labeling you with an STI for everyone to see. I feel like many women would see this advertisement and at a first glance they would see the male models muscular body and probably decide to take a second look. Only on closer inspection they would notice the tag and understand the main concept of the advertisement campaign.
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