Ad#1 Rolls Royce Ad – Why this Ad became so popular?
This Ad had headline very similar to the one in Pierce-Arrow’s Ad. Pierce-Arrow ad ran about 25 years before Ogilvy’s Rolls Royce campaign. It is worthwhile to compare the two headlines and analyze the improvements Ogilvy made to his version.
First, let’s look at the two headlines
So here are the two headlines for comparison:
The only sound one can hear in the new Pierce-Arrows is the ticking of the electric clock vs.
“At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock.”
Why the Ogilvy Headline was far more powerful
1) Specificity: The Ogilvy ad gives an actual speed. Not only are specifics always more believable than generalities, but in this case, the specific speed makes the reader think that an actual test was conducted to determine this fact. By comparison, the Pierce-Arrows ad reads like hype. 2) Quote marks: The quotation marks around the Rolls Royce headline indicate to the casual reader, scanning the page, that this was a remark made by someone, perhaps by a tester or engineer. And indeed, the subdeck and first bullet point confirm that this is the case. Again, the Pierce-Arrow headline has none of this credibility-building substantiation. 3) Believability of the claim itself: Notice the change from “only sound” to “loudest noise.” For the reader, conjuring up a mental image of driving in a car in which the electric clock is actually louder than the engine is relatively easy, whereas the mind rejects the idea of a moving car making absolutely no noise except for that of the clock. Consequently, the Pierce-Arrow ad practically provokes skepticism and dismissal from the reader. 4) Words fat with emotional associations: the difference between sound and noise may seem subtle, but the emotional connotations are miles apart. Sound could be anything, and all else being equal, the word alone usually has...
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