Advertising Principles - Evidence-based principles

Ads Illustrating Principles

Examples of Still Ads that Comply (or Violate) Principles

When considering the use of a principle, you might want to look at still ads that have successfully applied the principle. Ogilvy had suggested copying the styles of advertisers that you thought to be effective.

Looking at ads that violate the principle will help you to extend your understanding of how the principle should be applied. To do this, go to the principle that you are considering and select ads that “comply” to see a good application of the principle, and select ads that “violate” for a bad application.

Examples of Still Ads


Commercials and Webcasts that Comply (or Violate) Principles

Click on the video title for a larger size video or right click and save as url link. For full-screen, click the black box next to the volume control.

Principle - 1.4.3 Show the price to be a good value against the reference price - Complies

Famous Keeping up with the Kremplers Beetle - 1:00

Principle - 2.2.1 Show that the product is widely used - Violates
Reebok UBU - 1:00

Principle - 2.2.2 Focus on individuals similar to the target market - Complies
Whose is this - 1:17

Principle - 2.4.1. Attribute favorable behavior or traits to the target market - Complies
Apple 1984 - 8:14

Principle 6.1.1 Describe a problem and show how the product solves it- Complies
TD Bank Problem/solution campaign
Solutions especially

Principle 6.6.3 Use a relevant celebrity-Violates
Gates/Seinfeld “Bill buys shoes” - 1:31

An irrelevant celebrity renders an ad useless. This commercial, part of a series, had a short life and was judged by some experts to be a failure.

Principle 7.8.1 Consider using novel and concrete metaphors that are related to a benefit - Complies

Esso Gas – Tiger in your tank - 0:31

   

Click here for further examples of commercials


Aims:This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."

 


Principle of the day:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

New to the site?
If so, we suggest starting with "Welcome" and "FAQ"

Today's Exercise


Finalist for AMA’s 2011 Best Book in Marketing


A complete description of the principles has
been published in Persuasive Advertising

German Edition available

About AdPrin

The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): ruidu@gse.upenn.edu

Objectives

© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved. Web Design by Zoe Communications Ltd.