Persuasive Essay On Good Ads
Good Ads
Ad#1 Rolls Royce Ad – Why this Ad became so popular?
[pic]
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 …show more content…
And the body copy, which most be placed in the right relationship to both the picture and the headline as to anticipate the reader’s visual preferences and enhance readability.
Let’s Talk Layout and Arrangement
**People scan and skim first and read second and they only read IF their scan turns up something worthwhile.**
Now, in magazines, which are mostly read as a diversion, the first thing to get scanned are pictures. We are visual creatures and pictures typically convey a lot of information (and emotion) fast, so a strong visual is almost always going to be the first thing the eye fixes on when the reader is engaging in general browsing for interest. Please note, though, that this scanning order changes for task oriented individuals interacting with a website. People scanning a web page redefine “worthwhile” by relevance to their task, and therefore focus on the headlines first.
Getting back to magazine ads, if the picture is intriguing, the next thing a person will scan is the headline and possibly the caption. After that, and only after that, the person in question will skim (or read) the body copy.
For emphasis, this is THE order in which an audience will scan a magazine ad/page: 1. Picture first, 2. Headline second, 3. Copy
Ad#1 Rolls Royce Ad – Why this Ad became so popular?
[pic]
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 …show more content…
And the body copy, which most be placed in the right relationship to both the picture and the headline as to anticipate the reader’s visual preferences and enhance readability.
Let’s Talk Layout and Arrangement
**People scan and skim first and read second and they only read IF their scan turns up something worthwhile.**
Now, in magazines, which are mostly read as a diversion, the first thing to get scanned are pictures. We are visual creatures and pictures typically convey a lot of information (and emotion) fast, so a strong visual is almost always going to be the first thing the eye fixes on when the reader is engaging in general browsing for interest. Please note, though, that this scanning order changes for task oriented individuals interacting with a website. People scanning a web page redefine “worthwhile” by relevance to their task, and therefore focus on the headlines first.
Getting back to magazine ads, if the picture is intriguing, the next thing a person will scan is the headline and possibly the caption. After that, and only after that, the person in question will skim (or read) the body copy.
For emphasis, this is THE order in which an audience will scan a magazine ad/page: 1. Picture first, 2. Headline second, 3. Copy