Published: January 22, 2008 NEW YORK (AdAge.com) — As magazine publishers are being asked to prove that the advertising in their titles actually drives sales, little analysis has been given to whether the creative executions of those ads are working. Ads must not only target consumers, but also persuade them to move closer to a purchase decision.
Image, per se, can often be enough to promote the start of a sale. But brand/product image is not built with pretty pictures or attitude alone; over time it’s built on a brand’s perceived superior performance. And in today’s competitive marketplace, image and price often are the only real separating factors. So if you don’t have a perceivable differentiating benefit, you better work really hard on image.
About the purpose of copy referring to a Korean Air ad:
Copy’s job is to focus the target market on the brand’s positioning and benefits (again). It’s important to avoid talking about how great you are (patting-oneself-on-the-back syndrome) but rather how great the brand is for the consumer. To support “We provide only the best quality and services whether it be on-ground or in-air,” show me or tell me how. Give me some permission-to-believe rationale for the claims. Just saying it does not make it so.
… a project to connect people all over the world and at the same time create a beautiful piece of drawing with the help of you nice folks out there. all you have to do is download the template and draw a self-portrait or anything that you desire…
It’s from http://sxsw.ning.com/ which is run by the lovely Corey Denis – all about how to prepare yourself for the SXSW musical and film..ical excursion held annually in Austin, TX.
This abandoned park is in Korea and was run by a corrupt businessman. I lifted this caption from the site, but check the site out. Tons more photos.
Okpo Land
I’m not sure how other people view the photos on this page, but when I look at them I feel reverence for the past, for the people who were displaced, and for the dark little places where people don’t look. I’m always respectful and I never resort to vandalism, rarely leave graffiti unless it’s on a chalk board, and almost never take anything.
But Okpo Land is different. This was an amusement park run by obviously a corrupt businessman. After the first accident in the park resulting in a fatality, he kept the place open and refused to pay damages to the victim’s family. The second fatality, this time a young girl (aged 4 according to one source), resulted in the closure of the park in 1999. I can’t be sure, and my only source is Laura’s comments on her pictures, but I think the last fatality took place exactly where this photo is staged. This pedal-powered duck derailed, dumping the young girl out, and she was killed by the fall. A few meters away we found the shattered duck head from the ride. The fall either happened right here, or a few meters back up the track, in which case the ride was pulled up to the platform and then just abandoned. It must have been a quick closure–open one day, then closed the next and everything not nailed down was taken.
I dislike the owner of this place, which is different from all other places I’ve visited. Coming to this place is different than peeking inside a condemned hanok in downtown Seoul or a girls’ high school. This place has also been abandoned longer and is more decayed, so we took more safety precautions than normal.
There is so much cool art out there by so many unknown underground snarling sparkling artists, I keep this thing as a sort of inspiration diary of all the amazing creative noise going on off the mainstream. Visit my artfolio at http://rishisatsangi.com.
