Table of Contents
1. Introduction ………………………………………….….3
2. Advertising in today´s society…………………………..3
3. Advertising agencies and the making of an ad………….4
3.1. Keywords…………………………………………………………...4
3.2. Very important for the advertiser: the "AIDA formula"……….5
4. Advertisement types………………………………………5
4.1. Above the line………………………………………………………5
4.2. Below the Line………….…………………………………………..6
5. Taking a commercial to pieces………………...…….…...7
6. The Influence of Advertisements on the Customers´ Shopping
Behaviour……………………………………………………..7
6.1. Psychological tricks…………………………………………………7
7. How to avoid "advertising traps"…………………………8
8. Sources…………………………….………………………..8
9. Examples for advertisements
ADVERTISING
-THE ART OF PERSUASION-
1. Introduction
In 1927 the British novelist Aldous Huxley wrote a brief but remarkable essay entitled "Advertisement". In it
Huxley wrote that he had "discovered the most exciting, the most arduous literary form of all, the most difficult
to master, the most pregnant in curious possibilities. I mean the advertisement. It is far easier to write ten
passably effective sonnets, good enough to take in the not too inquiring critic, than one effective advertisement
that will take in a few thousands of the uncritical buying public…. A good advertisement has this in common
with drama and oratory, that it must be immediately comprehensible and directly moving. But at the same time
it must possess all the succinctness of epigram…. No one should be allowed to talk about the mot juste or the
polishing of style who has not tried his hand at writing an advertisement of something which the public does not
want, but which it must be ...