is AOTW an Art Director or a Copybased site???
Tuesday, April 3, 2007 - 11:50
ad makers of the world when you see and comment an ad, on what criteria do you comment? is it on the idea, concept, art direction or simply on the instant spontaneous feel ? most of the ads are done most of the idea (if not all are used)
is direct and simple not good?
but what if it got some metal so what is tha base of these comments?
The man who stops advertising to save money is like the man who stops the clock to save time
28 comments
I can usually tell a good ad in less than 3 seconds. But good ads make me look at the ad for another 30. There are exceptions of course (long copy ads or advergames).
I look at the overall feel. I don't separate art direction from copy or idea. They should work together to make a point. They should all support the same message and culminate in one single minded proposition.
Actually I noticed that the more time it takes to get a good idea the better it needs to be to make the same impact. What I mean is that I can chuckle on an ad with good humor if it only takes 1/10th of a second to get even if the idea is not that great. But, it needs to be bloody good idea if I have to work it out for more than 3 seconds. Hope it's clear.
I don't care if an ad has won or not. Sometimes I like ads, that are generally not liked by many other people. On the other hand, usually I like ads that everybody else likes.
Ivan Raszl, admin of AotW
thank you Ivan for your reply
...all you people out there want to hear your comments too
The man who stops advertising to save money is like the man who stops the clock to save time
Btw, the question is put wrong in the title. Art director is a subset of Creative. You probably wanted to ask whether it is AD or CW oriented?
Ivan Raszl, admin of AotW
sure..... sorry for the wrong english u see english isnt my first language
The man who stops advertising to save money is like the man who stops the clock to save time
No need to be sorry. I didn't mean to be mean. :)
Ivan Raszl, admin of AotW
better title now
The man who stops advertising to save money is like the man who stops the clock to save time
Being an copy writer, I find that though the site is not necessarily geared toward art directors, most of the arguments and counter-arguments stem from the visual components of the ads. And then the final point will be something like "oh, and the copy sucks." However, one of the problems is also that we all speak different languages, and the slightest mistake in translation can deestroy a good line, whereas visuals are pretty universal.
I quite enjoy the discussions on the 'idea' behind the ads because they aren't specific to art or copy. However, it would be nice if people were more open to discussions on the copy. But then again, the way the industry is going (with people bombarded more than ever by advertising), visual ads seem to be taking over, and copy ads seem to be on the way out, because let's face it, a visual ad can be taken in quicker. I just hope it's not a testament to the laziness of our society. I don't run into many people who read anymore. We are a very visual society. Then again, it's made it easier for me to find good jobs because there are far more art directors than writers.
All in all, good job Ivan.
I think your fears are founded. We are going towards a dumber society on a whole. At the same time the number of intellectuals is somewhat rising and they are getting smarter. I could say that the gap between average joe and the occasional intellectual is widening.
Have you seen the movie Idiocracy. It's so funny and so true sometimes. In 500 years we will be so dumb we will not be able to solve the simplest things in life.
Ivan Raszl, admin of AotW
Dumb & Dumber part deux.
Sincerely,
Arnold Santillan
714-206-2459
nowadays information is parlayed so fast that for impact, messages are simplified to drive home faster...its the information age baby!
... its already been done...
I'm afraid I live in a bubble. Most of the people I know are voracious readers and quite smart. Lot's of those in this industry, I think.
As far as copy in ads. Here in the states, we still have plenty of ads that are copy driven. But that is because this is a huge landmass with one language. Europe and Asia are a different story. Ads coming out of Paris, for example, almost need to be visually driven. These ads tend to run all over Europe, and it is much easier to just have a visual solution than try to translate a headline into 10 different languages. I wish we did more visual solutions here, but the need is not as strong.
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I've decided I have fleeting desires.
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I've decided I hate signatures.
Great point. I think that's why copy isn't such a hot topic of discussion here - we all speak different languages, and the slightest error in translation can destroy a headline. So, the copy kind of gets pushed aside because some of us don't fully understand how great the line was in the original language it was written.
I must live in the same bubble. Everyone I know and hang out with reads and or writes. They also like to discuss books and ideas and philosophise. Are we part of a new improved super-elite as Ivan suggested? Ohhh, I hope so, that sounds so very cool. This is bad, I'm starting to feel smug, must go look at geeky camp photos of self in high school, stat.
I'm an art director, and love it when I see good copy driven ads.
Yes, you guys live in a bubble. Go watch Maury show if you can't reach the real person on the street. :)
Ivan Raszl, admin of AotW
Ha, i agree with Ivan. I don't watch TV anymore because I can't stand what we've become as a people. And it's not only the trashy Springer shows, it's every show. We're a very superficial, shallow society based around looks and sex. It leaves me with very little faith in the next generation.
I'm really not as cynical as I sound. My arguments get away from me at times.
But I didn't mean to suggest that nobody reads anymore. Just commenting on how visual our society has become. But to be honest, most people I work with haven't read a book in ten years, besides the writers of course.
No offense to all the very smart people on here, which I'm sure there are many. Let me in your bubble!
I guess it's the 80/20 rule.
PaulyG - tell me you have friends who read. People that you can have discussions with.
I'm having a hard time with your revelation. I would lick a smear of lard clean off the ground in front of Second Cup to work where you do and you are telling me people you work with don't read? I'm reconsidering my stance now.
ha, i'd like to see that. I'd take back my above comments in fact. Let me know when, and I'll meet you in front of Second Cup. Might get you a job. :)
Sure, I work with people that read. I'm only saying that I think there are a lot fewer than ever before. But, maybe I'm wrong (there has to be a first for everything :). I'm sure there are people who sit with their harlequin romance novels late at night, and would rather admit they don't read. ha, just kidding, I actually used to date a girl who wrote that kind of erotica.
I'm going to have to think about that. I made that comment in haste. What if I did it, then didn't get hired. I'd have to move for the shame would be hard to bear. What if I did it and got hired? I'd be "That girl". Either that or I'd be feared and reveared, a hero.
What if I did it and the owner of the Brass Rail walked by and decided I'd be the new "Main Stage Act"?
I'd need some kind of guarantee I think.
That girl you dated must have been fun to hang out with?
ha. Unfortunately, I cannot give any guarantees, other than you would make my day. And I'd buy you a coffee. Make a hell of an answer for "what's the craziest thing you've ever done for a job?" though. As for the Brass Rail, there might be more money in that than in advertising. We could even make up your posters: Ellehcimeo - Larder than life! I'd even do it pro boner, I mean bono (I couldn't resist).
And yes, she was fun to hang out with, especially when she had writer's block and needed some inspiration. ha :)
even if you find that geeky phot in hs.. i am still going to look at you know what. @@
Sincerely,
Arnold Santillan
714-206-2459
naughty!
I think (who cares what I think) we need to have a television/movie drama series like a soap for creatives.. you see shows about cops, doctors, etc. we should have one so the masses will see what we really do. I say if the visual/s works let it be. a picture is a thousand words. I think AOTW is a visual site.
Sincerely,
Arnold Santillan
714-206-2459
I care.
....Melrose Place
... its already been done...
Beverly Hills 90210, Beverly Hill Billies.
Sincerely,
Arnold Santillan
714-206-2459
hey, remember "thirty something"?? but the problem with shows is that it never really reflects reality, I mean we use PowerPoint to make presentations, we stopped boards and foams, yet i meet client who still want it the "tv way!"
by the way: copybased, what a word! i thought u were joking, like is it all "copy-paste!?"
it was a pleasure reading your thoughts .......beautifull people of the ad world:)
The man who stops advertising to save money is like the man who stops the clock to save time
feeling, the overall feeling. Since I'm a copywriter, I spend more time (after I decide it's worth it) looking and analyzing the copy