The Big Idea

According to the book, "An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." (Advertising By Deisgn, Robin Landa, 68) This quote from the book makes such a great point. Advertisements aren't about what you see in front of you, but the idea behind the ad, behind the brand, behind what the picture is. However, if not done correctly, the idea behind the advertisement can burst into flames. I refuse to do that.

I need to gain more insight on my audience's emotions when it comes to advertising. In the book, it states, "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising By Design, Robin Landa, 68) For my advertisement for Sally Hansen Salon Gel Polish, I want my viewers to think more than just polish. I want my viewers to feel something when using the product. So the idea I have for my ad for the woman being surrounded by her friends who are in awe of how marvelous her hand looks, will give viewers of the advertisement an impression. I was them to think, "Wow! Gel Polish will make my hands more pretty and noticeable. I want to try it!" I want to evoke an emotion out of my audience, the emotion of desire. And with that desire, I want my advertisement to attract my audience in that way.