Any great work, regardless of medium, is almost certainly expressing a distinct point of view. But if that point of view doesn’t contain a truth, then you can bet that the work’s impact will be fleeting. Hegarty on… Read More

It’s not just 26 letters in the English alphabet, a brand font has to have a personality; it has to be read by a five year old as much as by an 80 year old; it has to… Read More

The fact that so many great TV ads can work in print is a sign of their brilliant simplicity. Whether the idea was intended for print or TV is not important: it’s as if they were created as… Read More

Research has shown that print adverts processed outside of conscious awareness shift attitudes just as much as those processed consciously. Consumer.ology by Philip Graves

On a daily basis, you frequently make an unconscious decision not to do something new… …to put your shoes on in the same order… …to buy the same newspaper every day… …to watch an episode of a television… Read More

The ‘list of thee’ tool is used in copy to great effect. e.g. the good, the bad, and the ugly. Three things gives the list a certain rhythm – two is too quick, and four is too long…. Read More

Reductionism (fat-free advertising) is the practice of reducing the elements of an ad as far as possible, but to the point where the communication still works. The conflict lies in your desire to tell consumer as much as… Read More

The maximum number of elements in a single print ad is six: 1.) headline 2.) sub-headline 3.) visual(s) 4.) body copy 5.) tagline 6.) logo Advertising Concept Book (Second Edition) by Pete Barry

Avoid ‘headline repeating visual’ (‘see-say’). This is one of the most common mistakes made by inexperienced advertising students, in which part of the headline (or the entire headline) is repeating what the visual is already communicating. Advertising Concept… Read More

Print advertising is considered to be advertising’s hardest creative discipline, especially compared to broadcast (TV and radio). Think about it, a print ad has to communicate an idea in a few seconds rather than thirty, the images can’t… Read More

Headline only, visual only, or headline and visual. The other components might include the product shot/logo, sub-headline, body copy, and tagline. Advertising Concept Book (Second Edition) by Pete Barry