My Advertising Blog: Creative Content [5]

“What took Dove from being a bar of beauty soap to a powerful brand is their brand story: they “challenge beauty stereotypes and help women feel more positive about their own individual beauty.” If the story gets it right, hits a nerve, then the brand moves from being a product or service to becoming an influencer with a set of values.” (Advertising by Design, Robin Landa, p.56) In order for a company to be successful is to get connected with their audience/consumers; understand what the market wants and is looking for. When creating a commercial, marketers have to think about what people is looking for in order for the commercial to be successful. Using a storyboard is very helpful because it helps you imagine what the final project will look like. “Conventionally, a storyboard is used to plot out the key scenes intended to be filmed for a motion picture, television program, animation, or commercial. A storyboard is a set of sketches arranged in sequence on panels that outline the key scenes or moments that make up a story.” (Advertising by Design, Robin Landa, p.41) Using a storyboard can allow my commercial to go the way I planned it to go. I will have a couple out with two friends on a beautiful day at the park. The couple will have a few minutes alone, when the boy will try to kiss his girlfriend, but his girlfriend pushes him away because he has chapped, dry, cracked lips. The boy them walks away and his friends ask him what is wrong? Then he explains to them what has happened, and one of his friends will introduce the product (Chapstick) to him. Then he will try the product on, and his girlfriend looks at his lips, smiles, and right away she wants to kiss him. “In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them. The response from people should be something like: “Yep, that's how it is!” (Advertising by Design, Robin Landa, p.82) This commercial can be both sad and funny at the same time. It can be funny because the guy’s lips are being rejected simply because he does not use Chapstick. It can also be sad because his girlfriend does not want to kiss him and the guy look very disappointed. This commercial well help people relate to the story being told because this has probably happened to some people. “An ad can make an experience a communal event, making us feel that we've all participated.” (Advertising by Design, Robin Landa, p.82) When people feel involved in the commercial it makes people more interested in the product and makes people want to purchase the item. Also when making the product in the story of the commercial people will have a better reason or understanding of why they should purchase the product. “When you give the consumer a reasonable rationale, the consumer's reaction might be, “That makes sense! I should use that brand for that particular reason.” Providing a rationale for a functional benefit can turn consumers into believers.” (Advertising by Design, Robin Landa, p.84-85) After watching this commercial people especially men, should want to purchase this product because it gives you a better understanding of why to buy Chapstick. It will not only make people want to purchase this item but also believe that no one can live without it.

Storyboard