Advertising features, recurring qualities and techniques found in print, TV and Internet advertising, attract viewers to a product. When advertisers insert humour, ethos or sarcasm into an ad campaign, they seek a positive reaction from the audience, leading them to their product or service. When coming up with advertising feature ideas, consider how to attract, educate and provoke a viewer to get excited about the item you are promoting.
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Hyperbole or Exaggeration
Catch an audience's attention by exaggerating details. In the copy, pile on the adjectives and adverbs to compel a viewer to read the entire ad. You can also exaggerate a place, object or person to bring attention to the product or service you are selling. For example, in a commercial for orange juice, a viewer might see a child sipping juice through a straw suddenly sucking up a whole orange grove. Exaggerate enough so that the ad is outrageous or funny. Big exaggeration provokes interest and communicates a concept, in this case that the orange juice is loaded with natural, fresh oranges. Slight exaggeration, however, turns into a misleading ad or false advertisement.
Feature clever spelling in the ad copy. Show off your agency's creativity, and a plan to place the product or service above the competition, by changing the way you spell a common word. For example, advertisers commonly use "lite" for more diet-conscious food products instead of "light." By changing the spelling, advertisers create a lexicon for their brand.
Similar to spelling changes, consider creating a whole new word for your brand. "Kleenex," a tissue brand, is almost synonymous with a plain tissue. "Rolodex"--once just a wordplay idea in an ad boardroom--now means the rotating file device for business contacts. By coming up with a new word for a product, advertisers add to a viewer's vocabulary or daily lexicon. As an intimate, secretly educational technique, this advertising feature develops an audience's sense of closeness with a product.
Consider using a competitor's product as a feature in a campaign, like the "I'm a Mac, I'm a PC" commercials Macintosh launched in 2005. By presenting both competing products side by side, you allow viewers to weigh the advantages and disadvantages of each product. For this technique, you must always keep clear which brand a user should identify with and want to buy.
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