Apple's new ad, dubbed "Designed by Apple in California," scored a 528 on "Information," versus an hardware-industry average of 603. A recent ad for Samsung's new Galaxy S4 phone that showed features such as the ability to answer a call without touching the screen scored a 757 by that same measure.
Years ago I read David Ogilvy's book on advertising. From memory, the crux of much of the book was exploring his main thesis: the object of the adverts was your (the Mad Man's) wife, and you wouldn't think her stupid. Give her as much information as possible. I recall a advert reproduced on a full page of the book, almost all text; an essay in persuasion. Of course, this was long before the Google ad. But that quote belies Ogilvy's assertion from that long past.
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