Advertising, is not what you think

How to produce an advertisement

Advertisement, whether in the form of photos or videos, is a product, getting through industrial processes, produced by a host of labour. Well, it's hard to believe that such a dazzling industry, in the public's perspective, is described as a imagery-assembled activity at first. What I should admit firstly, is that it is complex that a sequence of departments, participating and collaborating in the proceedings. The core of production, what I try to explain, is easy to understand and reappear. It's like the jigsaw puzzles, imagery we see in the ad is the various pieces of different shapes. No one can foresee what the whole of appearance of puzzle, just only pick up the elements from history, culture and daily life.

Linked with heading "hot to produce an advertisement", it'll be clear that advertising acted as a marketing communication that employs an non-personal message to promote is just effortless to be formed by pieces of words or pictures, e.g. flower and simile. If want a video to perform with the theme of youth, then all we need is to connect it with words like "happiness""energy""friendship", in the same time, thinking of these things with graphic descriptions unconsciously and uncontrollably. The graphic descriptions appear in mind is what we have seen in the films, books and life.

The most vital task, described in brief, is to recall what information we have digested then apply them in current work with new form— the smiling people in front of the camera maybe not correspond with your archetype but more important thing is you just need a clip of ad that someone beam with energy. with working going on, a themed youth video, full of teenagers playing and running with music in high-beat melody, is finally finished.

When talking about innovated ad, what we think about

Sometime, heard from people said "the ad video is innovated", I can not stop to think what he/she think about when referring the word "innovation". Talking about innovation, what we expect is a new idea, method and invention released in the public. Ad have no ability to take the role to push the edge of thinking further and further, which will definitely disappoint some people who had high expectations for it, however, is skilled at repeat what have been repeated again and again in the contradictory situation.

While typing these words, I remember two ads I have seen both recontextualized with the novel 1984, by George Orwell, one is by Apple, another is Epic Games's. 1984, Apple's Macintosh commercial, full with iconic sign in novel 1984, e.g., Big Brother, screen and brainwashing, ends up with a girl obtained a sledgehammer and saved humanity. Related Epic Games's commercial is a fightback with certain thing of irony against Apple. So why we amaze about twos?

Browsing two strings of comments under two videos in YouTube, I find out that if the message commercial tries to send is quite powerful and clear, then it will be a hit, meanwhile brands elements of culture with company's logo, like the relationship between 1984 and Apple. A campaign, no matter which media to express(magazines, television radio or social platform), was be decided as a succession, all dependent on it have changed people's vision of existed things — explanation of 1984 is now not only belong to George Orwell also a property shared by Apple even Epic Games. The effect mentioned above, which is a innovated ad just everyone said like could achieve, is valued by related creators badly who strive to deface things people grew accustomed to in a cautious and cunning way.

Product, being advertised, is always not I need

It's a mystery to me why if advertisement of specific product I see floats around my life online and offline, more likely I would look for alternative to it and disappoint the brand behind the product. In fact, I have a notion that a product depends on ad to open the market and sell, is unnecessary for me,i.e., it's not necessity for me at present. The existence of ad, is to normalize thing so that make people feel that this is a part of life — the recent past it is TV set and now it is Social media(Twitter, Instagram or something else), the format of product is changing but something inner is unchanged.

If connect washing machine with image of a happy family, in which machine is working while threes chatting on the sofa, then I'm supposed to buy it because the need of happiness in family. However, it's also pleasurable quite possibly that threes collaborate and wash clothes together without washing machine but accompanied with pleasing light and harmonious laughs. Ad tells us what it release is in need as well as should be common in the life, in other words, it encourages us to desire and confuses it with need.

What part of ad take place in my life? Once I enjoyed commercial and want to get things mentioned in it, phone, cloths or food, currently, however, it's a entertainment to browse good ad creation, think of how to make it so desirable if I do, remember what element used in the video and research the origins of them.