Advertising is an Art
Some time ago, I read that advertising is firstly a science, and secondly an art.
Too many of us, both designers and advertisers, get caught up in the art. And well, if the art is good enough, it will make people stop and admire it.
But will they get the message? I can think of a few ads that stand out in my mind for their beauty, but for the life of me, I can't recall who the advertiser was!
On the flip side of the coin, a good ad need not be ugly. It doesn't have to have neon starbursts proclaiming "FREE!" or "XX% OFF!" to be effective. The overall color doesn't have to be yellow, or red. It can be puke green (think of the Kilz ads with the retro green being whitewashed over in the living room... makes you want that fresh clean start, doesn't it?).
Advertising is an art form that blends science. Science is used as far as researching how people look at an ad on a page - what pattern most people's eyes take as they travel through a newspaper or magazine. Science in terms of what fonts are easy to read, which colors evoke what psychiatric (or psychotic) reactions.
Biggest yet, is the science you take in choosing your media for your advertising. Middle class housewives? Parents? The young and the reckless? Look at the media's stats, who their readers are, their listeners, what their polls show as far as interest in their publication/media.
Then, and only then, should your designer begin crafting the "art" part of your ads, based on the reaseach. Should it be funny? Daring? Should it evoke a warm homey feeling? Should it help a parent see your product as a safety net for their child?
The approach you take, the media you choose, the message you send, all play a role in how well your message is recieved. Take your time... and blend both the art and the science.
