how to make ads that don't suck: postmodern advertising

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How to make ads that don’t suck. Part 4 Postmodern Advertising Techniques I learned from George Felton

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How to concept using Postmodern techniques for advertising

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Page 1: How to Make Ads that Don't Suck:  Postmodern Advertising

How to make ads that don’t suck. Part 4

Postmodern Advertising

Techniques I learned from George Felton

Page 2: How to Make Ads that Don't Suck:  Postmodern Advertising

What is Postmodern Advertising?

An irreverent, I-know-this-is-an-ad attitude. An awareness that people are becoming increasingly cynical about advertising; an appreciation of advertisings past excesses; a critique of consumerism; a return to earlier advertising forms but now with an ironist attitude.

George Felton

Page 3: How to Make Ads that Don't Suck:  Postmodern Advertising

Ridicule the productTraditional advertising thinks its job is to endorse the product. But consumer’s immunity is such that it may be more effective to call the products value into question.

Page 4: How to Make Ads that Don't Suck:  Postmodern Advertising
Page 5: How to Make Ads that Don't Suck:  Postmodern Advertising

Make fun of the audienceAds that tell the consumers that they are

not smart for buying their products.

Page 6: How to Make Ads that Don't Suck:  Postmodern Advertising
Page 7: How to Make Ads that Don't Suck:  Postmodern Advertising

Subvert the advertising format.

Appropriate the forms of one kind of advertising and apply them to yours.

Page 9: How to Make Ads that Don't Suck:  Postmodern Advertising

Speak with tongue in cheek.

Use the language of advertising and subvert the cliche.

Page 10: How to Make Ads that Don't Suck:  Postmodern Advertising
Page 11: How to Make Ads that Don't Suck:  Postmodern Advertising

Make old ads new.

Find an old form and breathe a new sensibility into it. Retro ads.

Page 12: How to Make Ads that Don't Suck:  Postmodern Advertising
Page 13: How to Make Ads that Don't Suck:  Postmodern Advertising

Import material from outside the genre.

Bring in stuff that’s not supposed to be in an ad.

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Page 15: How to Make Ads that Don't Suck:  Postmodern Advertising

Call attention to the ad’s artifice.

Make people notice that it is an ad.

Page 16: How to Make Ads that Don't Suck:  Postmodern Advertising
Page 17: How to Make Ads that Don't Suck:  Postmodern Advertising

Don’t make it looklike an ad.

People hate ads and distrust them.

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Page 19: How to Make Ads that Don't Suck:  Postmodern Advertising

OddvertisingAvoid direct, straight-ahead

selling, no matter how winsome.

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Be deliberately primitive.Since ads have become too “slick” be so dumb it’s scary.

Page 22: How to Make Ads that Don't Suck:  Postmodern Advertising