ะŸะพัั‚ั‹ ั ั‚ัะณะพะผ: super bowl commercials

The Patterns in Super Bowl Commercials

Published date: February 6, 2012 ะฒ 3:00 am

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Category: Uncategorized

Tags: ,,,,

Super Bowl commercials capture our attention because they tend to be highly creative and well-produced.  At $3.5 million dollars for a thirty second spot, Super Bowl advertisers need to create the best, most innovative commercials possible. To do that, they use patterns.  Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures.  Their book, โ€œCracking the Ad Code,โ€ defines eight of these structures and provides a step-by-step approach to use them.

Here are the eight tools:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Extreme Effort
7. Absurd Alternative
8. Inversion

Letโ€™s see how yesterdayโ€™s 2012 Super Bowl ads fit these patterns.
The Unification Tool uses components of the medium or within the environment of the advertisement to convey the message.  This Bridgestone commercial does a nice job of taking sports objects like balls and pucks and โ€œunifyingโ€ them to the theme of rubber tires:

Super Bowl Innovation

Published date: February 7, 2011 ะฒ 3:00 am

Written by:

Category: Uncategorized

Tags: ,,,

At $3 million dollars for a thirty second spot, Super Bowl advertisers need to create the best, most innovative commercials possible.  How?  Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials.  Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures.  Their book, โ€œCracking the Ad Code,โ€ defines eight of these structures and provides a step-by-step approach to use them.

Here are the eight tools:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
Letโ€™s see how well 2011 Super Bowl ads fit these patterns.

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