We are always being bombarded by advertisements asking us to buy a product or service or support a person or cause. But a lot of us fail to realize the enormous amount of talent needed to make really great advertisements. In her 213-page book, The Idea Writers, Theresa Iezzi conveys the genius that goes into making great ads, in layman’s language.
One of the most important takeaways from the book is that advertising masters do not look at an ad as an ad. For them, it is more about providing an experience that the viewer would consider useful, entertaining, and beautiful, even as the ad works for the brand. This approach is easy to understand when one considers that the average consumer faces as many as 5,000 ad messages per day. So, ads should be about providing a great experience.
But Iezzi quickly reminds us that it is not all about the “juiciness” of the ad; great ads are about engaging people honestly. She mentions that gurus like Tim Delaney and Ogilvy stress that we have to begin with the belief that people are smart. The message should not just come across as sincere but should be sincere.
Even after the viewer has digested the message, the process is not over. Great messages spread quickly to millions of people. In other words, will the ad go viral? Understanding what motivates a person to pass the ad around, whether it is through Facebook, YouTube, or some other media, is of importance. Ed Robinson, founder of The Viral Factory, explains in Iezzi’s book, ads that motivate people to spread them express a human truth, evoke a strong feeling of newness, and help a group of people express themselves. Iezzi has many other suggestions and tens of examples. A book meant for the common person, The Idea Writers uncovers the process behind award-winning advertisements.
中譯
我們經常被廣告轟炸。它們總要我們購買支持某人或有意義的活動的產品或是勞務。但大部分人沒有體會到真正很棒的廣告背後所需的巨大的才能。在theresa iezzi的213頁的書，the idea writers中，她用外行人的口吻描述出創造偉大廣告的才華。
讀這本書最大重點之一是，廣告大師不把廣告當成廣告。對他們而言，廣告更是提供一種饗宴，給觀賞者覺得有用，有趣，與美感，即使廣告是為著推廣品牌。這種手法是很容易理解的，因為一位消費者平均每天要接收5000項廣告訊息。因此，廣告旨應在於提供極佳的視覺體驗。
不過iezzi也馬上提醒我們，可看性並非全部。好廣告在於實在地吸引觀眾。她提到，大師們像Tim Delaney與ogilvy強調，我們必須相信人們是睿智的。信息不只是被解讀成真誠的，而必須是實實在在真誠的。
即便觀者消化了信息，過程還未結束。好的信息應要迅速傳播給上百萬的人知道。換言之，這廣告能夠病毒式擴散嗎？不管透過facebook，youtube，或其他媒介，必須了解是什麼能鼓勵人們散播這則廣告，這才是重點。Viral Factory創辦人Ed Robinson在Iezzi書中解釋，鼓勵人們傳播的廣告，表達一種人性真道, 激勵一種強烈的新穎感, 且幫助一群人表達自己. IEZZI有很多其他的以及數十個例子. The Idea Writers這本為大眾寫的書, 揭開得獎廣告背後的過程.
重點字詞
bombard (v) 轟炸
cause (n) 有理念的組織
enormous (a) 巨大的
talent (n) 才能
convey (v) 傳達
genius (n) 天賦
layman (n) 外行人
takeway (n) 新知
juciness (n) 看點
guru (n) 權威
come across: 被理解
digest (v) 吸收
viral (a) 傳染的
evoke (v) 激起
uncover (v) 揭開
試題
(C) 1. According to the passage, what do many people not know? (根據文章, 大多數人不明白什麼?)
(A) The enormous amount of finance needed to make an ad.
(B) The importance of purchasing products and services.
(C) The kind of skills it takes to make a great advertisement. (創造一個很棒的廣告所需技能)
(D) How many advertisements we are bombarded by each day.
(B) 2. How many advertising messages is a typical consumer exposed to daily? (一位典型的消費者每日暴露在多少條廣告訊息之下?)
(A) 213
(B) 5,000 (五千條)
(C) Millions
(D) Tens
(A) 3. What is the meaning of “layman’s language” in paragraph 1?
(A) Simple language easily grasped by the average person. (讓一般人輕易理解的簡單的說法)
(B) Language that is highly professional and academic.
(C) Content that is written in more than one language.
(D) Language demonstrating the writer’s knowledge.
(D) 4. Why does the passage give the example of Facebook and YouTube? (為何文章要舉FACEBOOK與YOUTUBE為例子?)
(A) To point out how global the world is rapidly becoming.
(B) To demonstrate the weaknesses in social-networking sites.
(C) To show how Facebook and YouTube create motivational ads.
(D) To provide examples of channels used to spread messages. (提供可用的散佈訊息的管道的例子)
(D) 5. Which of the following is NOT mentioned about Iezzi’s book? (以下哪項沒在IEZZI的書中提到?)
(A) It includes opinions and suggestions of professionals in advertising.
(B) It discourages readers from engaging in dishonest kinds of advertising.
(C) It sees the advertising process as also involving sharing of the message.
(D) It describes the comments of ordinary consumers who enjoyed reading ads. (描述喜歡看廣告的一般消費者的評論)
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