Bondoc, Laura Sophia F.

Exercise 2
1. What is your impression of Advertising prior to watching and after watching the documentary?
- I have been quite familiar about advertising, what I know is that it is the way wherein
products, people, or organizations are being promoted. This promotion or advertisement
can be done through print ads, radio or the television. Before, I admit that I am not fully
aware about how an advertisement works. Additionally, prior to watching the documentary,
I perceived advertising as a simple task that can be easily done with the right process.
However, these thoughts of mine were shed light throughout watching the documentary. I
now know how creative minds collaborate thoroughly just to produce a single
advertisement. It is not an easy task to think of a concept that the audiences can relate to.
They have to think of what the people wants to feel upon viewing a certain advertisement.
Moreover, there is so much at risk, like the chance of the advertisement to fail or the
delivery of it was not impactful to the audiences for them to be persuaded. Producers
should have plenty of wise ideas that will eventually turn into a big successful production.
Hence, advertisement is a world that your expressions and imaginations can turn into
reality.
2. What are the principles you’ve learned about advertising in this film?
- Advertising is a field wherein an imagined scenario will be catered to the audiences, and its
purpose is for them to persuaded and make the ad feel relatable. This may sound easy yet
it is a hard job to do. It takes a lot of acquired and learned knowledge for this to happen,
and these includes the principles of advertising. One notable principle that caught my
attention is that advertising really requires creativity or art. This is a crucial aspect of
advertisement since it is the one that aims to catch the attention of the viewers. Creativity
and art can be in any form, just like how Mary Wells applied theater into the airline
commercial. Another secret ingredient that advertisement has is knowing the interests of
the public. This part of an advertisement is essential, yet taxing to do. Since you have to
research thoroughly about what the audiences are up to. Third thing that caught my
attention was the concept of simplicity. According to the film, there is no need for you to
complicate things, what matters is how you deliver it effectively to the viewers and for them
to comprehend the ad. Moreover, you have to know your target market, this will help you
decide on what way you want to present the advertisement. Just like in any other
businesses it is a key to know your customers and be able to serve their wants and needs.
Lastly, in order for you to create a successful ad, you have to know the product by heart.
With having enough knowledge about it, you can execute its features well and be able to
uplift it more. For me, these are the principles of advertising that should be recognized and
focused on.
3. What are the different careers in advertising and their function? Which of these are you most
interested and why?
- Personally, before watching the film I was not that familiar about the different careers that
can be inclined with advertising. Thus, with the aid of the documentary, it made me aware
about the different paths that we can take upon being in this field. One of the careers is
being the Creative Director. Creative Directors are the one who make the actual ad
beginning with its core. They are the one who generates ideas, concepts and guidelines
with an appropriate strategy. They are also in team up with the art directors and copy
writers, for them to be motivated and help them to maximize their talents. As mentioned,
Copywriter is also one of the profession or careers that is tangled with advertising. They are
 the one who is responsible for writing clear and concise concepts for ads, marketing
materials and websites for the audiences and companies they are working for. More so, an
Art Director is also needed in creating an advertisement. This job consists of seeing the
point of view of the overall production in an artistic way. They also access actors or
performers that will be participating in a certain ad, and manage budget as well. Other
careers are Account Executive and Accounts Director. An Account Executive acts a
mediator between the advertising company and their clients. He or she is the one who tries
to understand the clients’ request and bring it up to the creative team. Lastly, an Account
Director ensures the smooth production of ad campaigns, as well as briefing copywriters,
art directors and manages relationship within their company and their clients. Upon
knowing the descriptions of each, I am most interested in being an Account Executive or
being the Account Director of an advertising company. I chose the said careers, since I
know that my skills and qualities as a person fits the functions of each. I acquire and
develop ideas from other people, I am a good communicator and I think it is fun to mingle
and share ideas to others, that is why I believe that these two careers suit me.
4. The film says “Creativity can solve anything”? Do you agree? Why/why not?
- I do agree that creativity can solve anything, especially now that I am fully aware of what
happens behind every advertisement. With creativity, one can be able to imagine the exact
feeling they want people to feel upon watching an ad. And that is one of the most effective way
on how to produce a successful ad. Without art, an ad will not be as interesting as it can be if it
will not show visuals that can catch the attention of the viewers. Being creative is also the drive
of the people behind an advertisement, it fires their passion into thinking outside of the box in
creating a certain project. It also is critical for the workers whenever they share their thoughts
since it will involve their ideas that should be creative and interesting. In this field it is not
inevitable for an idea to be dumped, that is why you should be ready for backup plans and
creative ideas that caters your clients’ desires. Another tip that I got from the film suggests that
in order for you to be known, your ideas should be uniquely created. I am in awe knowing that
a creative idea can influence and persuade an individual’s mind and impact their lives.
5. What is the most important lesson you got from this film?
- Honestly, during the first minutes of the film I found it boring and tiresome to hear their
stories. However, when the different historical advertisements were shown, it caught my
attention and ironically that is what it is meant to be. The most important lesson that I got
from this film is the need of involving the feelings and emotions of the creator of the ad as
well as their desired audiences. It is not just only the expected emotions of the viewers are
involved but also the creator of an ad. Just like Hal Riney, he poured out his emotions on
what he wants to feel in his work, and that is to have a family. By a successful projection of
what he truly feels, the audiences felt it and that is how an ad flourished. I consider
emotions as a way to truly connect with people, since we all have feelings that we want to
feel and express. Advertising is not only about the mind; it also considers honesty that can
be felt through the deliverance of an advertisement. As someone who daily witness
different ads, I can tell which one are heartfelt and transparent, and those which made a
way to my heart will definitely make me want to try their products. “Stop pretending to be an
advertiser” this line is correlated to what I have discovered. We need to stop using our
minds only, instead we should be working with a heart of passion that can instantly
influence the others.