Advertising Principles - Evidence-based principles

Commercials that illustrate Advertising Principles




Principle 2.2.1 - 'Show that the product is widely used ' - Violates

Title Reebok UBU

   


Principle 2.4.1 - 'Attribute favorable behavior or traits to the target market ' - Complies

Title Apple 1984

   


Principle 2.5.1 - 'Associate products with things that are favorable and relevant to the product ' - Violates

Title 101 year-old grandma

   


Principle 4.2.1 - 'Is the ad placed in venues that will link the product to familiar and positive situations? ' - Complies

Title A better super bowl

   


Principle 2.5.1 - 'Associate products with things that are favorable and relevant to the product - ' - Violates

Title Herb the nerd

   


Principle 2.5.1 - 'Associate product with things that are favorable and relevant to the product ' - Complies

Title Nescafe Gold Blend Campaign

   


Principle 2.5.1 - 'Associate products with things that are favorable and relevant to the product ' - Complies

Title Guinness on St. Patrick's Day

   


Principle 3.2.1 - 'Sign an ethical standards statement for each ad' - Violates

Title Volvo safety

   


Principle 3.4.3 - 'Encourage people to anticipate their guilt if they ignore reasonable advice' - Complies

Title Always wear a seatbelt

   


Principle 3.5.1 - 'Consider a threat related to likely or severe consequences' - Complies

Title Lyndon Johnson's Daisy

   


Principle 3.6.1 - 'Provoke customers only when it attracts attention to a ' - Complies

Title Gun amnesty

   


Principle 3.6.1 - 'Provoke customers only when it attracts attention to a selling point ' - Complies

Title Bungee jumpers

   


Principle 3.6.1 - 'Provoke customers only when it attracts attention to a selling point ' - Complies

Title Berkeley Bake Sale

   


Principle 3.6.1 - 'Provoke customers only when it attracts attention to a selling point' - Violates

Title No Pressure: Global warming

   


Principle 4.2.1 - 'Link the product to positive situations ' - Complies

Title Volkswagen Fun Theory

   


Principle 4.2.1 - 'Link the product to positive situations' - Complies

Title Volkswagen Fast Lane

   


Principle 5.1.2 - 'For products offering clear benefits' - Complies

Title Hayek vs. Keynes Rap

   


Principle 5.1.2 - 'For products offering clear benefits' - Complies

Title Hayek Vs. Keynes Rap Round 2

   


Principle 5.9.2 - 'If resistance is expected use indirect conclusions when the arguments are strong and obvious (overheard conversation) ' - Complies

Title Global warming explained

   


Principle 5.10.1 - 'Use positive innuendoes when there is some basis ' - Complies

Title Volkswagen snowplow

   


Principle 5.10.1 - 'Use positive innuendoes when there is some basis' - Violates

Title Frog ad by Greenpeace

   


Principle 6.1.1 - 'Describe a problem and show how the product solves it' - Complies

Title Alaska Airlines

   


Principle 6.1.1 - 'Describe a problem and show how the product solves it' - Complies

Title TD Bank Coins

   


Principle 6.1.1 - 'Describe a problem and show how the product solves it' - Complies

Title TD Bank Pens

   


Principle 6.1.1 - 'Describe a problem and show how the product solves it' - Complies

Title TD Bank Hours

   


Principle 6.1.1 - 'Describe a problem and show how the product solves it' - Complies

Title TD Bank Rain

   


Principle 6.2.1 - 'The early 3D printer commercials provided effective demonstrations. Many are provided at 3D Printer commercials' on You Tube.' - Complies

Title 3D Printer

   


Principle 6.2.1 - ' Describe a problem and show how the product solves it - ' - Complies

Title TV Commercial film for American Tourister Luggage

   


Principle 6.2.1 - 'Demonstrate product benefits ' - Complies

Title Timex: Acapulco cliff diving

   


Principle 6.2.1 - 'Demonstrate product benefits' - Complies

Title Union Carbide Super Insulation: Watch the birdie

   


Principle 6.5.1 - 'Consider endorsements by customers ' - Complies (but fails on music)

Title Legal Zoom

   


Principle 6.6.3 - '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.' - Violates

Title Bill buys shoes

   


Principle 6.8.1 - 'Use comparative advertisingfor brands that have clear comparative ' - Violates

Title Pepsi-coke science

   


Principle 6.9.1 - 'Benefits and a small market share' - Violates

Title Apple - Trust me - Vista

   


Principle 6.9.2 - ' Attack ads should employ objective information not emotion' - Violates

Title Lemmings

   


Principle 6.17.3 - 'Easy and low risk' - Complies

Title Make action steps immediate

   


Principle 7.5.2 - ' Do not violate tastes or standards' - Violates

Title Groupon (Tibet ad for a restaurant)

   


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

Title Exxon – Tiger in your tank

   


Principle 7.10.1 - ' Illustrations should support the basic message' - Complies

Title Jeep - go anywhere

   


Principle 8.6.1 - 'Attractive visuals. Coal: Real Fires: Dog cat & mouse' - Complies (Described on PA 228)

Title Real Fires Advert

   


Principle 8.8.1 - 'Consider using humor for well-known low-involvement products' - Complies

Title Pepsi date

   


Principle 8.8.1 - ' Consider using humor for well-known low-involvement products' - Complies

Title Bud-wiser frogs

   


Principle 8.8.1 - ' Consider using humor for well-known low-involvement products' - Violates

Title Isuzu

   


Principle 8.8.1 - 'Consider using humor for well-known low-involvement products' - Complies

Title Wendy's daywear

   


Principle 8.8.1 - ' Consider using humor for well-known low-involvement products' - Complies

Title Where's the beef

   


Principle 8.8.1 - 'Consider using humor for well-known low-involvement products' - Complies

Title Pepsi-Coke diner

   


Principle 8.8.2 - ' Consider humor for high-involvement products only if relevant to a simple argument' - Complies

Title Ikea

   


Principle 8.9.1 - ' Use sex only when it has relevance to the product' - Violates

Title Miller cat fight

   


Principle 10.1.2 - ' Emphasize the product or message ' - Violates

Title Infiniti birds

   


Principle 10.1.5 - ' Make the closing scene relevant to the key message: ' - Violates

Title Hummer Giants

   


Principle 10.1.4 - ' Use short Glossary Link supers to reinforce key points ' - Complies

Title Mastercard baseball

   



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