JUST DO IT LOH

So I have to write a post for an interesting body copy in an ad, but the problem is advertisements nowadays only focus on the graphics and attention grabbing headlines. It is rare to see advertisements today with long body copy on it, and that is why I have to add on "vintage/old" onto the search tool to look for ad with body copy. I found so many but this is the one that caught my attention because I did not know how innocent and cute the brand was when it just started and was not that popular.

Topic: Body copy

"Now you know all about cross-training.

Now you need to know about the one shoe designed specifically for cross-training: 

The Nike Air Trainer TW. It has Nike-Hair. It's supportive. It's stable. It's washable.

Now what all that means: You can run in it. You can walk in it. You can lift weights 

in it. You can play volleyball in it. You can play tennis in it. You can ride a bike in it. 

And yes, you can even do aerobics in it.

So, you want to learn more about cross-training and nike cross-training shoes. So call toll-free:(number)NIKE (7am to 5pm Pacific Time)

So you don't have a phone, so write: Nike Consumer Relations, (address)

Type: Print ad

So if you did not read my opening sentence, I am explaining how interesting and whats the wow factor for the advertisement on top. As you can see, it is a very old old advertisement for Nike and it was when they had first launch their Nike Air edition. As I see how popular this edition now in our time now, I find this advertisement so cute and funny at the same time. Because now you don't even see any words in Nike's advertisements. The ad might just have a model or a famous person wearing it and pretend to run in it or doing squads. 

Lets start from the top, the visuals and headline is normal to me, but because it is a branded item that is why I decided to continue reading because if I were to be a big fan of Nike and didn't know what does this Nike Air can benefits me, I would definitely take the time and interest to read the body paragraph.

Firstly why do I think this is interesting is because, it is very rare to see sports shoe which can used in multiple ways in the olden days. (even now it is hard to find the suitable one to do cross-training). Cross-training was popular in the olden days and till now as well. They started of by introducing Nike Air as the shoe which is specifically designed for cross-training. Which means, it is a multipurpose sports shoe.

Secondly, it explained the consumer benefits and the product benefits together by explaining what can the shoe do one by one. I find it a little draggy but I guess that is just a way of attracting the reader to continue to read on. 

The style they put the words together is simple and it makes it easy to understand. Although they threw in different kind of sports to make the body paragraph looks longer and maybe more professional. I think it brings a little bit of humour as well, I mean you do not have to write out each and every sports in an ad right? 

The call to action on the bottom offers the phone number in a twist the style of writing was humouring as well. It added in the end "So, you don't have a phone" and so they provide the address instead. It is cute and it would leave a good long impression for people who finds it funny. 

One downfall of this ad is that the body paragraph's font is too small and the colour makes it hard to read. Honestly, I would probably just ignore the body paragraph and went straight to the store itself to know more about the shoe. 

EXTRA

This ad does not have a specific targeted group, that is why they came out with another Air Max collection just for the ladies. And the shoe name is called Nike Women's Air Control II. 

AD FOR DUMMIES

Topic: AIDCA and elements 

Type: Print Ad

I will start this blogpost by explaining what does A.I.D.C.A. means and it's elements. It is very important that a print ad is interested so it can attract the viewers to look and understand what you are trying to advertise. Your print ad has just a split second to attract attention and quick explain why your product or service has some benefit to those who read about it. But in order to do so, your advertisement must attract attention, create interest, stimulate desire, cause conviction and trigger action. Which its what A.I.D.C.A. stands for, Attention, Interest, Desire, Credibility and Action.

I have found this ad online which is a print ad for one of the books under DUMMIES  and we will be using it as an example. Firstly that come on the A.I.D.C.A. is to grab attention. While there is a lot of ways to get people's attention, but will it last? Start with a bold and simple headline that would make the viewers to turn their heads. For the above ad, "GET A CLUE" and on the bottom there is a picture of a book of Forensics for Dummies. Its interesting and simple that would make the viewers read what is actually in this book that we need a get a clue.

Then it is to sustain the interest that the viewers have using the sub headline or listening out what consumer benefits and values will get after buying the book. In the advertisement on top, it is written there "DYNAMIC, ENTERTAINING, AND EDUCATIONAL.. BLOWS THE LID OFF THE SINCE OF CRIME" which is actually the consumer benefits.

Next, it is to create desire by writing an interesting body paragraph with the product benefits in it so there would be chances of increasing the number of consumers. Example in the ad given above is "IN THIS PLAIN-ENGLISH GUIDE, FORENSICS GURU AND CRIME FICTION CONSULTANT DR.D.P.LYLE DEMYSTIFIES THE SCIENCE OF CRIME SCENE INVESTIGATIONS, FROM FINGERPRINTS AND FIVERS TO TIME OF DEATH AND DNA." Of course you can't write the whole summary of what the book is about on an ad, so as simple it is, the easier to understand.

To establish credibility you can either insert facts, testimonial or a quote. As for the example ad, they have inserted a quote by Kathleen Anthim, author of Capital Offence which was also under the easy to sustain viewer's interest. (refer to paragraph three)

Lastly it is to instigate action by adding a simple phone number, website or offering a discount code and coupon for customers. Example that the ad have used was adding a phone number and it even listen where can customers get the book from.

A.I.D.C.A. is actually very important to create a interesting and successful advertisement that does grab customer's attention. Other than that, the graphic of the advertisement is also important. The ad example on the top is not eye catching at all as because the colour is too plain and it is harder to grab viewer's attention. Especially for viewers that is slightly younger would only be attracted to graphics and colours that is eye-catching.

MEN WITH THEIR BEERS

Topic: Headlines

Type: Print ad

The unique selling point for this ad is that they sell manliness instead of beer. Canadian Club is a whiskey brand from the Canada. The fine print on the top right of the ad says that it is 2007, but they used a 1960s theme for their visuals and give it a taste of how the vintage ad looks like.

The headline "YOUR MOM WASN'T YOUR DAD'S FIRST" actually inspire curiosity to read on. It makes you think that the ad its about love but its not. Instead it is about beer!

In the body paragraph of the kicker line, it was "They tasted good. They were effortless" and following by "DAMN RIGHT YOUR DAD DRANK IT". It creates an excitement for the readers while reading the ad. It ended in a very humour way which I find very interesting.

This ad actually brings manliness that is very rare seen in advertisements. This type of ads speaks to men and to woman through man. They had another ad with the same concept but a different headline which was "YOUR DAD WAS NOT A METROSEXUAL" which also brings manliness.

My favourite part of the ad is their visuals. It really give off the 1960s feels and its funny how they have kept to the concept of using the white border for the ad. Comments for this ad is "I would buy myself a Canadian Club whiskey although I don't drink". Which was a very successful ad which increases the sales.

Here is a formula that I have found online which I think it was interesting and it might be helpful for writing a headline.

" Number or trigger word + adjective + keyword + promise = perfect headline " 

Example: 18 Unbelievable ways you can bathe an elephant indoors!

"The Father of Advertising", David Ogilvy have once said that, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."