Advertising is the official art of modern capitalist society. — Raymond Williams
There is no doubt that advertising is a strategy to increase sales, and the design is a key point. Good designs usually, if not always, lead to a leap in sales. Some people buy for the utility, and some buy for the style/design. However, it is well known that advertising is the most expensive category of TV programming. According to Dr. Strangelove, if we divide the total costs of advertising by the number of populations in one country, then we will get $800 per person in USA, compared to $40 per person in most other countries in the world.
Like many other couch potatoes, I substitute YouTube for television. For many days and years I wandered on YouTube randomly, and I found many great ads and one of them that impressed me the most is from Audi.
This is the best ad design ever. The message is clear and powerful, and the way Audi advertises is genius. Very different from Audi, a Porsche commercial gives the audience something to think.
Have you ever thought of the questions: How/Why do we consume? Happiness is the dominant frame for consumption. Nowadays people shop because shopping makes them happy and the products can give them happiness. The biggest potential car consumers are certainly males. In the Porsche ad it targets at every possible male, such as a little school boy. The strategy is called The Ideal Kid. The kid in an advertisement often appears to be more perfect, ie., a role model for the targeted audience of what they want to be like. The Porsche commercial thus spreads out the message for males: Porsche is the dream car for you!
