Ad Rewrite

In order for an advertisement to create a relevant connection with a target audience it must present the need to buy the product (or service) in an unexpected way.   Many advertisers use creativity and communication as common tactics.   The book describes the science and art of an advertisement.   The science being the way a message is persuasive, convincing, and relevant, while art pertains to the message creating an unexpected idea and attraction.  

When considering an advertisement rewrite, both the science and art of the ad must be considered.   Implementing these tactics is directed toward reaching the target audience.   Advertisers strive to develop an ad that engages excitement, relevance, and is attention getting.   Advertisers use many ways to excite their target audience and create attractive ads.   As per our case study, we will be using the approach of hard sell and soft sell appeals to rewrite a perceived, “bland” and unexciting ad.   In order to execute this properly we must first understand the differences between hard sell and soft sell.

The text book defines a hard sell approach as an,” informational message that is designed to touch the mind and create a response based on logic.”   The assumption behind hard sell approach is that the target audience wants information and will make a rational product decision.   Tactics used in implementing a hard sell include direct, forceful, and stealthy sales messages that are straight to the point.   Although many perceive the hard sell tactic as being aggressive, when properly executed it can serve as a profitable means of communication.   The hard sell approach should stay straight to the point.   This generates the assumption that a decision should be made now!   When advertisers can communicate a message that poses a balance between aggressive pressure and information, the hard sell approach can prove to be a very effective tactic in communicating to the target audience.

On the other hand, a soft sell approach...