Speak of my preferred advertising ideas, the first ad that struck my mind was created by David Ogilvy, the advertising giant who designed many classic ideas for ad industry. There is one for Rolls-Royce which is most impressive in my personal view.
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” This stunning ad made of only figure and objective description instead of any commendatory
terms tells me that good ad doesn’t need positive adjectives. It is about the value of the product ITSELF.
Say all of us love nature under no attracting ads’ leading , but nature’s charming never fade away because the essence value of it just presents naturally and objectively. The birds sing, the rivers flow, the flowers blossom, the mountains stand, the wind blow, the rain pouring, the thunder roars, the sun shines. Every moments of nature is full of life and power that human beings are wondered. It is so inspiring that Walt Whitman poetize nature, William Wordsworth praise nature, Ralph Waldo Emerson worship nature and Henry David Thoreau embrace nature. They are the ones who touch and feel the divine soul of nature.
So my conclusion is that if something is gifted with a soul, it will be its own ad agent and receives the most heartfelt commendatory terms sooner or later.
Same example as Rolls-Royce. Every detail of Rolls-Royce demonstrates the soul of nobility, and the essence of being wealthy. All fancy words fades in front of Rolls-Royce as it exists as a dream of all men.
So if something itself carries a value or soul, it will never be a problem to advertise it.
Now we are among the manufacturers of dye fixing agents, silicone softeners, polyester sizing agents around the globe. Our fixing agents and softeners are never the rare products in market, if we want to promote them, we have to figure out how to deliver them a soul or value to make them different and receive good words by themselves.
To be continued….