John Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story.
The reason we want to talk about story is not so much that it is that every ad has to have a story/ I write a lot of ads that are stories, like “there was a kid in Oklahoma who…” and we tell the story. That is obvious to see. All sales pitches are, essentially, stories, even if it is only “I have the greatest nails in existence. These nails are so great that when you use them they stay forever, they blend in perfectly, you can’t bend them…” You’re still telling a story.
That’s why we like to get a little bit into storytelling. The basic problems of ads are that they are boring, confusing, or irrelevant. Those bad ads usually fall into one of those categories. And, those are distinct: boring, confusing or irrelevant.
We didn’t really see any boring ads today, and I don’t think we will. But we did see some confusion, and we certainly saw some irrelevancies. That is usually a tangent you are going off on.
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