Patricio, Angeline

ADPRINT K31
Video Quiz

1. Why does great advertising come from excellent copywriting?

Copywriting plays an important role in the process of advertising as it
compels the audience to act on their need or desire for a certain product or service.
While a picture says a thousand words, a perfectly crafted sequence of words
creates a motivation or a call to action. An example for this would be the advertising
campaign for Volkswagen Beetle called “Think Small”. William Bernbach put his
art director and copywriter in one room to brainstorm for this campaign which
became one of the best ad campaigns in the 20th century. Knowing that people
were obsessed with big, bulky cars, their advertising team injected wit and humor
for their campaign to earn the attention of the people.

2. Why do great art and creative executions give life to creative concepts?
Creative concepts simply remain as great ideas without a great creative
execution. This is why it is important for copywriters and art directors to be able to
converse, brainstorm together, and understand each others’ ideas in order to
create an advertisement that is on point and true to the concepts formulated.
Without understanding each others’ designs and ideas, this may lead to
misinterpretation and could confuse the market with the key message that the
advertising campaign is trying to convey. One case mentioned in the film that
reminded me of this is Braniff International Airways campaign wherein they went
for a bolder and more dramatic concept by doing an overhaul of their stewardess'
uniforms and plane seats which would not have made any difference without great
execution.

3. How can creative advertising solve anything physically and figuratively?

Creative advertising can provide effective solutions by providing unique and
different perspectives which inspire people. This motivation shows what a person
wishes for and helps people to find meaning or direction. The brand Nike used
emotion to communicate and connect with their audiences and their experiences.
Their advertisements gave people a reason to relate to the brand and feel like their
lifestyle and experiences are a part of the brand.