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Chapter 8. Advertising Design > Organizing Your Message

Organizing Your Message

Some commonsense rules apply to the use of persuasion in advertising. First of all, people are more easily persuaded when they are primed or prepared for a message. You wouldn't run an airline commercial during a TV movie about a plane crash, or place an ad for men's suits in a kids' educational magazine. The airline commercial would go well with a travel show, though, and the suit ad would fit nicely in a finance magazine.

tip

Ads for broad audiences require a more conventional design approach than targeted ones. Viewers outside your target audience must still be able to understand the message and gain a positive impression of the product.



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