assignment work ads

Design a Successful Advertisement Assignment: A Step-by-Step Guide

Define your advertisement objectives, identify your target audience, establish advertising goals, determine your unique selling proposition, create your advertisement concept, brainstorm ideas, choose the right ad format, develop visuals and copy, design your advertisement layout, apply layout principles, select a color scheme, choose typography, create your own advertisement assignment, utilize ad creation tools, test different ad versions, gather feedback, measure your advertisement success, identify key performance indicators, analyze results, optimize your ad campaign.

Designing a successful advertisement assignment doesn't have to be an intimidating task. In this step-by-step guide, we will walk you through the entire process to create your own advertisement assignment that will effectively reach your target audience and achieve your advertising goals. Let's dive in!

Before you start designing your ad, it's important to have a clear understanding of what you want to achieve with your advertisement assignment. This involves identifying your target audience, establishing advertising goals, and determining your unique selling proposition.

Knowing who you want to reach with your ad is essential for creating a successful campaign. Consider the following factors when identifying your target audience:

• Demographics: age, gender, location, income, etc.
• Interests: hobbies, preferences, needs, etc.
• Behavior: online habits, purchasing patterns, etc.

Having a clear idea of who your target audience is will help you tailor your ad to resonate with them and increase its effectiveness.

Setting goals for your advertisement assignment will help you measure its success and guide your design choices. Common advertising goals include:

• Increasing brand awareness
• Driving website traffic
• Generating leads or sales
• Encouraging customer engagement

Choose the goals that align with your overall marketing strategy and ensure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Your unique selling proposition (USP) is what sets your product or service apart from your competitors. It's the reason why customers should choose you over other options. To determine your USP, consider:

• What makes your product or service unique
• The benefits your customers will receive
• How your product or service solves a problem or fulfills a need

Once you've identified your USP, make sure to emphasize it in your advertisement assignment to effectively communicate your value proposition to your target audience.

Now that you've defined your objectives, it's time to get creative! In this section, we'll explore how to brainstorm ideas, choose the right ad format, and develop engaging visuals and copy to create an advertisement concept that captures your target audience's attention and achieves your goals.

Before diving into ad design, take some time to brainstorm ideas for your advertisement assignment. Here are some tips to help you get started:

• Think about your target audience's interests and preferences. What type of content would they find appealing?
• Consider your unique selling proposition (USP) and how it can be incorporated into the ad concept.
• Try using mind mapping or free-writing techniques to generate a list of ideas.
• Take inspiration from successful ads in your industry, but remember to put your own spin on it and stay true to your brand.

Don't be afraid to think outside the box—sometimes, the most memorable ads are the ones that break the mold!

There are various ad formats available, each with its own strengths and limitations. When choosing the right format for your advertisement assignment, consider the following:

• Print ads: These include newspapers, magazines, and billboards. They're ideal for reaching a local audience or targeting a specific demographic.
• Online ads: From display banners to social media ads, online advertising offers a wide range of options to reach your target audience on various platforms.
• Video ads: With the rise of platforms like YouTube, video ads are an engaging way to tell your story and showcase your product or service.
• Audio ads: Whether it's a traditional radio spot or a podcast ad, audio ads are a great way to reach people who are on the go or multitasking.

Consider the preferences of your target audience and the nature of your product or service when selecting the most suitable ad format for your campaign.

Once you've settled on an ad format, it's time to bring your advertisement concept to life with compelling visuals and copy. Here's what you need to keep in mind:

• Visuals: Choose images or graphics that are eye-catching and relevant to your product or service. Ensure they align with your brand identity and resonate with your target audience. Don't forget to consider the principles of design, such as contrast, balance, and hierarchy, to create a visually appealing ad.
• Copy: Write clear and concise copy that communicates your unique selling proposition and encourages your target audience to take action. Use persuasive language, but avoid over-hyping your product or service. Remember to include a strong call-to-action (CTA) that tells your audience what you want them to do next.

By combining well-designed visuals and engaging copy, you're well on your way to create your own advertisement assignment that stands out and achieves your advertising goals.

With your advertisement concept in place, it's time to focus on designing an attention-grabbing layout that will showcase your visuals and copy effectively. In this section, we'll discuss how to apply layout principles, select a color scheme, and choose typography to create your own advertisement assignment that stands out and engages your target audience.

To create a visually appealing and functional ad layout, you'll need to consider several design principles. These principles will help guide your design choices and ensure your ad effectively communicates your message:

• Balance: Distribute visual elements evenly across your ad to create a sense of harmony and stability. This can be achieved through symmetrical or asymmetrical layouts.
• Contrast: Use contrasting colors, shapes, and sizes to differentiate between elements and draw attention to key sections of your ad.
• Hierarchy: Organize your ad's elements in a way that guides the viewer's eye through the most important information first. This can be done by varying the size, color, or position of elements.
• Whitespace: Don't be afraid to leave some empty space in your layout. Whitespace can help your ad feel less cluttered and make it easier for the viewer to focus on your message.

By applying these layout principles, you'll be able to create a well-organized and visually striking advertisement that effectively communicates your message to your target audience.

Color plays a significant role in creating an eye-catching and memorable advertisement. When selecting a color scheme for your ad, consider the following:

• Brand consistency: Use colors that align with your brand identity to create a cohesive look and establish brand recognition.
• Emotional impact: Different colors can evoke different emotions in viewers. Choose colors that elicit the desired emotional response from your target audience.
• Contrast: As mentioned earlier, contrast is essential for drawing attention to specific elements in your ad. Make sure your color choices provide enough contrast to make your text and visuals stand out.

By carefully selecting a color scheme, you'll be able to create an advertisement assignment that not only looks visually appealing but also resonates with your audience on an emotional level.

Typography is another crucial aspect of your ad's overall design. The right font choices can greatly impact your ad's readability and aesthetic appeal. When selecting typography for your advertisement assignment, keep these tips in mind:

• Legibility: Choose fonts that are easy to read, especially for the most important information in your ad.
• Font pairing: Use a combination of complementary fonts to create a visually interesting and balanced design. Typically, this involves using one font for headlines and another for body copy.
• Consistency with your brand: Select fonts that are consistent with your brand's identity and messaging to maintain a cohesive look across all your marketing materials.

With the right typography choices, your ad will not only look visually appealing but also ensure that your message is easily understood by your audience.

Moving through these steps, you're well on your way to create your own advertisement assignment that stands out and communicates your message effectively. Remember, a well-designed ad is a powerful tool to engage your target audience and achieve your advertising goals.

Now that you've designed your advertisement layout, it's time to bring your concept to life and create your own advertisement assignment. In this section, we'll cover how to utilize ad creation tools, test different ad versions, and gather feedback to ensure that your advertisement is as effective as it can be. Let's dive in!

Creating your advertisement doesn't have to be a daunting task. Many tools are available that can help you bring your design to life, even if you're not a professional designer. Some popular options include:

• Canva: A user-friendly online design platform where you can create eye-catching ads using customizable templates, graphics, and fonts.
• Adobe Spark: Another online design tool that offers a variety of templates and design elements to help you create professional-looking ads.
• Google Web Designer: A free tool from Google that allows you to create HTML5 ads with animations and interactive elements.

By leveraging these tools, you'll be able to create your own advertisement assignment without having to worry about mastering advanced design skills.

Once you have your ad design, it's important to test different versions of your ad to determine which one performs best. This process, known as A/B testing, involves creating two or more variations of your ad and measuring their performance based on key metrics. To conduct an effective A/B test, consider the following tips:

• Test one element at a time, such as headlines, images, or calls to action, to identify which specific changes lead to better results.
• Run your tests for a sufficient amount of time and ensure that you have enough data to make informed decisions.
• Analyze your test results and implement changes based on your findings. Remember, the goal is to continuously improve your ad's performance.

This process of testing different ad versions will help you optimize your advertisement assignment and maximize its effectiveness.

Finally, don't forget to gather feedback from your target audience. It's essential to understand how your ad is being received and if it's resonating with your audience. Here are some ways to gather valuable feedback:

• Focus groups: Organize a group of people from your target audience and show them your ad. Encourage them to share their thoughts and opinions on its effectiveness, design, and messaging.
• Surveys: Distribute surveys to your target audience asking for their opinions on your ad. This can provide you with quantitative data and specific insights to help you make improvements.
• Social media: Share your ad on social media platforms and monitor comments and reactions. This can give you a real-time understanding of how your audience is responding to your ad.

By gathering feedback from your audience, you'll have a better understanding of what works and what doesn't, allowing you to refine your advertisement assignment and make it even more effective.

With these steps, you're well-equipped to create your own advertisement assignment that stands out and captivates your target audience. Remember, the key to a successful ad is continuous improvement, so don't be afraid to test, gather feedback, and make adjustments as needed. Good luck on your advertising journey!

After creating your own advertisement assignment, the next step is to measure its success. Analyzing your ad's performance will help you understand what's working, what's not, and how you can improve your advertising strategy. In this section, we'll discuss how to identify key performance indicators (KPIs), analyze results, and optimize your ad campaign. So, let's get started!

Key performance indicators (KPIs) are measurable values that help you determine whether your advertisement is on track to achieve its goals. To effectively measure your ad's success, you'll need to identify the most relevant KPIs for your advertising objectives. Some common KPIs include:

• Click-through rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is resonating with your audience and driving them to take action.
• Conversion rate: The percentage of users who complete a desired action after clicking on your ad, such as making a purchase or signing up for a newsletter. This metric helps you understand how effective your ad is at encouraging users to take action.
• Return on ad spend (ROAS): The revenue generated from your ad campaign divided by the amount you've spent on it. This KPI helps you determine whether your advertising investment is paying off.

By focusing on the right KPIs, you'll be able to accurately measure the success of your advertisement assignment and make data-driven decisions to improve its performance.

Once you've identified your KPIs, it's time to analyze the results of your ad campaign. Regularly monitoring your ad's performance will help you spot trends, identify areas for improvement, and make informed decisions about your advertising strategy. Here are a few tips for effective analysis:

• Track your KPIs: Use advertising platforms like Google Ads or Facebook Ads Manager to monitor your KPIs and gather data about your ad's performance.
• Compare results: Look at how your ad is performing compared to previous campaigns or industry benchmarks. This will help you understand whether your ad is meeting or exceeding expectations.
• Identify patterns: Look for trends in your data, such as certain days of the week or times of day when your ad performs better. This information can help you optimize your ad schedule for maximum impact.

By analyzing your ad's results, you'll gain valuable insights into its performance and be better equipped to create your own advertisement assignment that drives success.

Now that you've analyzed the results of your ad campaign, it's time to optimize it for even better performance. Optimization involves making adjustments to your ad based on your findings to improve its effectiveness. Here are some ways to optimize your ad campaign:

• Refine your targeting: If your ad isn't resonating with your target audience, consider adjusting your audience targeting to better reach potential customers who are more likely to be interested in your product or service.
• Test different ad elements: As discussed earlier, A/B testing different versions of your ad can help you identify what works best and improve your ad's performance. Keep testing and iterating to find the most effective combination of visuals, copy, and calls to action.
• Adjust your ad budget: If you find that your ad is performing well, consider increasing your budget to reach more potential customers. Conversely, if your ad is underperforming, you may need to reevaluate your budget and allocate resources more effectively.

Optimizing your ad campaign is an ongoing process that requires regular analysis and adjustments. By doing so, you'll continue to improve your ad's performance and make your advertisement assignment even more successful.

In conclusion, measuring your advertisement's success is a crucial part of the advertising process. By identifying the right KPIs, analyzing your results, and optimizing your ad campaign, you'll be well on your way to creating your own advertisement assignment that achieves your desired goals. Remember, advertising is an iterative process, so keep learning, experimenting, and improving to ensure your ads reach their full potential. Happy advertising!

If you're looking to further enhance your advertising skills after reading our step-by-step guide, don't miss the workshop ' What Makes a Memorable Advertisement? ' by Jessy Moussallem. This workshop will provide you with valuable insights on creating impactful and unforgettable advertisements that will resonate with your target audience.

Live classes every day

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Get useful feedback from experts and peers

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* billed annually after the trial ends.

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How to Make a Job Ad That Attracts Candidates (+ Examples)

If you’re finding it difficult to attract top talent, the issue might be that you don’t know how to write an attractive job advertisement . Maybe all the elements are there — a good salary, great benefits, and unique growth opportunities. However, you might not be ‘selling’ it in a way that encourages applications.

It might also just be that the  talent pool  seems to be getting shallower by the day, and the best people are already working for someone else. So, where do you start?

Consider taking a closer look at your first point of contact with the applicants — your job ad ! Use these tips to learn how to write a job posting that will attract quality candidates .

TL;DR — Key Takeaways

• Learning how to make a job post more appealing brings in better applicants, lowers turnover and attrition, helps you hire more quickly, and leads to a lower cost per hire.
• The purpose of an attractive job advertisement is to sell the job by drawing quality candidates in to explore and apply. Well-crafted job descriptions are the first pre-screening step , ensuring job seekers understand key job requirements and can self-qualify.
• Some of the best ideas on how to make a job posting more appealing include disclosing the salary, keeping your requirements list short and to the point, paying attention to formatting and design as well, and sticking to a recognizable job title (but we’ve got more tips below!).
• One simple way to jazz up your job postings to attract quality talent is to gamify your application process . With recruiting soft w are like Toggl Hire, you can use a quiz-like skill test instead of a CV and a cover letter to entice talented (yet passive) candidates to look at your ad and apply. It works like a charm!

What is a job ad?

A job ad is typically how a company announces they’re looking for someone to fill a new vacancy. Good job postings are clear on the role and responsibilities and also show candidates why they should want to work at the company.

Here’s a great example to help you understand the importance of a good job advertisement: A concert poster generates excitement about an upcoming show, making fans flock to buy tickets. A well-written job advertisement achieves a similar result — grabs candidates’ attention and entices them to apply.

If drawing those candidates in is the first challenge, though, then encouraging the right type of candidates to apply is the second, which brings us to the next question…

Why is it important to have compelling job ads?

Think of it this way: You want people to apply.

However, getting too many unqualified applicants puts you at risk of wasting precious hours of your hiring team sifting through an endless pile of irrelevant CVs. Too few, and you may struggle to find the right candidate and have to settle for the second (or third) best.

That, and a multitude of other reasons why you need a high-quality, attractive job ad, include:

• Better quality (and quantity) of applicants
• Shorter time to fill and time to hire
• Lower attrition
• Improved candidate experience
• Lower cost per hire
• Better offer acceptance rate
• And many more!

A strong job ad won’t fix a broken hiring process, but it can certainly help to create demand among the best kind of interested candidates. Still, you’ll need to ensure the rest of your recruitment process is efficient and engaging for candidates, too. Reducing the time to hire and improving the candidate experience should be core goals across the entire process.

Why isn’t your job ad attracting strong candidates?

We’re sorry to have to break it to you…but it’s probably not them; it’s you. The good news is that it’s likely due to something easily fixable. Let’s take a look at some of the main reasons why your existing job posts might not be working to attract your ideal candidates.

“Post and pray”

Uploading your job posts on various general job boards and praying that people see them is a common mistake. Instead, you need to think beyond job boards and advertise the open role in the places where your ideal candidates are likely to be, like niche industry groups, Slack channels, newsletters, and social media.

You’re only attracting the unemployed…

…which is only a fraction of potential hires. While there’s nothing wrong with being unemployed and actively looking for a job, by not targeting passive candidates, you’re missing out on other talent. In fact, some of the best talents in the market are passive candidates , so you’ll need to create a strategy to get their attention, too.

It’s poorly structured or written

If your job ad reads like a hastily scribbled note on a napkin, don’t be surprised if top talent ‘swipes left.’ A mess of unclear tasks, pie-in-the-sky requirements, and typos screams “We don’t have our act together!” Remember, you’re not just listing a job; you’re selling a position that someone will spend 40 hours of their week doing. Make it snappy, make it clear, and for goodness’ sake, spell-check!

Job ad vs. job description: What’s the difference?

Although sometimes used interchangeably, a job ad or job posting (advertising a new role) isn’t to be confused with a job description (the job details) of that role. They are two separate things, but they need to work together to attract the right candidates.

A great way to distinguish between the two is to think of the purpose of each: write a job ad to sell the job and a job description to explain the job.

6 common mistakes to avoid in job postings

There are some obvious mistakes you can avoid in your job postings to significantly increase your hiring metrics. Here are six of the most common blunders candidates consider as ‘ red flags ‘ today.

1. Not disclosing the salary

This is a hot topic…but, generally, having a salary range in your job postings will make your job ad stand out on job boards and get more relevant candidates. Plus, it ensures that those who do apply understand the salary and are aligned with what you’re offering.

2. Having a long list of required qualifications

Think of the core competencies a candidate needs for the job and list everything else as optional and nice-to-have to avoid solid candidates from self-selecting themselves.

📚 Not sure how to nail the job requirements for a new vacancy? Read this guide!

3. Too many clichés and fluff

Candidates actively looking for a job read multiple job ads per day (or hour!). You can stand out by using clear and simple language while avoiding clichés — and definitely stay clear of anything involving rockstars, ninjas, and gurus.

Some other examples of job ad red flags include phrases such as:

• We’re a family – translates as ‘office politics and no boundaries’
• You will wear many hats – translates as ‘you’ll do many different jobs, get paid for one’
• Fast-paced, competitive work culture or Work hard, play hard – translates as ‘toxic work environment’
• Competitive salary – translates as ‘your salary will compete with your bills’

To write a punchy job posting, stay away from clichés and fluff as people now read between the lines!

4. No mention of paid time off and sick leave

Make sure to cover both in your job posting, as these benefits are just as important as the salary. If you don’t offer these, first consider why . If you’re not in a position to offer such perks, highlight other benefits your top candidates might expect and enjoy.

5. No explanation of the hiring process

Great job postings walk candidates through the stages of the hiring process so they know what to expect before even applying. Hint: lengthy processes with many stages will put candidates off!

6. Asking candidates to “occasionally” work after hours or during weekends

If you’re advertising for a full-time salaried position of 40 hours, do not set an expectation for candidates to work overtime right from the job postings. If you mention this in the job advertisement, rethink your employment conditions and pay to compensate for those extra hours.

How to improve your job ad?

All of these problems can be solved at the beginning of the hiring process by making attention-grabbing job postings. Here’s how to do it.

1. Write your job description carefully

Top talent can only be attracted to a top job ad. If your ad looks and reads like everything else out there, don’t be surprised if the candidates you attract are average as well.

Being a writer, grammar and syntax are the first things I notice in a job ad. If you’re fishing for top-tier employees, spend a few extra minutes running your job posting and your description through a spell checker.

Additionally, ensure the ad doesn’t look like a huge wall of text . It’s good to be elaborate, but short bullet points are better at grabbing attention.

Short bullet points are better at grabbing attention.

How you speak to people reading your job ad is just as important as your message. Take a look at the Pinterest job ad above. The sentence  “You’re a passionate graphic designer …”  sounds a lot more personal than  “The candidate is a passionate graphic designer.

Always speak to your applicants directly so they can envision themselves doing the job they’re applying for.

Remember, this is a job ad, and you’re trying to  sell  yourself to the applicant. Show them why working with you is great and that your company will give them immense job satisfaction.

While it’s necessary to list a general job description, the majority of your ad should speak about your company’s core values, mission, the benefits and perks of working with you, and why it’s such a cool place to be.

This sounds like common sense, but it’s also backed by evidence.  In a study  from the University of Vermont, researchers looked at 56 job ads where 991 respondents applied for work.

The ads were split into two groups:

1) focused on what the employer wants from the candidate

2) focused on what the employer offers relevant candidates (career advancement, work autonomy, etc.).

Companies with ads focusing on the applicant were 3x more likely to get higher-quality applicants. What’s more, those that did apply were a better match .

2. Ensure your job ads use inclusive language

The language in your job ad could reveal a lot about the person you intend to hire. You can attract ( or discourage ) certain demographics to apply for your various job opportunities by using a specific tone of voice or expressions.

There’s a really neat tool called  Textio  which was made to help out with job postings copy. It goes through your text and, based on its archive, makes recommendations on how to improve the language to make it less biased .

2. Mind the design

It might seem simple, but visual is one of the most important elements of your job ad. In interesting  research done by Software Advice , 51% of respondents claim they would find an ad with images more appealing than one without them.

Okay, but what kind of image do you put in your ad?

For 30% of respondents, they would be most attracted to the company’s products or services . If you’re in IT and you don’t think screenshots and lines of code would be that impressive — think again!

For 22% of applicants, seeing your employees in the image would make a job ad more appealing.

We recently saw a great example of a job ad from Canva . Since they’re a design tool, the job ad was visually stunning (nothing surprising there).

Why did the job ad work well? Here are the key takeaways:

• Great readability, lots of white space
• Forces you to scroll down and finish reading the page
• Plenty of images
• A clear call to action to apply for the job that is sticky on the page
• A separate block to check out the rest of the engineering team
• An entire block to explore the New Zealand office

Of course, not everyone has a team of designers at hand ready to create a beautiful job ad page. However, with services such as  Fiverr or  Dribbble , there’s no excuse for not having a great job ad design!

3. Be careful about the job title

If you’ve been on LinkedIn for a bit, you probably noticed a trend. There’s an increasing number of  quirky job titles , such as  ninja, guru, rockstar,  and similar.

On the one hand, this has unique value — titles such as  growth ninja  or  HR guru  are sure to attract a number of candidates that will click purely out of interest. On the other hand, you’re likely doing yourself a disservice with a creative job title such as this one.

The vast majority of candidates look for jobs through search engines , either on Google, job boards, or free job posting sites like Linkedin and Indeed. So, as boring as it sounds, ‘HR manager’ is a much better solution than ‘HR guru,’ simply because candidates can find it more easily when searching online.

As  Paul Petrone of LinkedIn says, your goal should be clarity . If you’re really big on unusual job titles, feel free to use them — after you’ve found your ideal candidate .

Arise App recently advertised for a role titled ‘Mobile App Head of Growth & Monetization (Remote – M/F/D).’ That’s a great example of a job title that is crystal clear. Takeaways:

• Specialization in terms of seniority (head)
• A specific portion of the product (mobile app)
• Clear duties (growth and monetization)
• Clear location (remote)
• Clear applicant gender (M/F/D)

In short, if you’re a candidate intending to apply, this title has everything you need to determine whether this job is a good fit for you.

4. Required vs. good-to-have skills

Obviously, you’re looking for someone who has all the skills to absolutely nail your open position. But when you’re putting together a list of these skills,  make sure that you are reasonable.

Many candidates will be put off if the list of required skills is too comprehensive. They’ll be discouraged from applying if they don’t feel like they have everything on your list.

This is why it’s beneficial to separate skills into two groups: required and desirable/good to have , where the essential job skills will be in the first group.

Many candidates won’t apply if the list of required skills in your job ad is too comprehensive.

From the position of a job seeker, this is a good place to find out about the employer’s expectations. For example, if you have an opening for a  social media manager  and you require active knowledge of CSS and JavaScript, it’s a red flag for the applicant that you don’t really understand what the position entails.

As the creator of the performance-based job description  Lou Adler  says, the ad should focus on what a candidate can do with what they have , instead of just their skills and experience .  Hire the person who can deliver results, not the person with the best skills on paper .

5. Mention the salary

Everyone has bills to pay. Even if your company is a superb place to work with a great culture and a ton of perks, salary matters .

It does not have the same priority for everyone, but the salary is one of the focal points of a good job ad.

The number one reason for listing a salary (or at least a range) is to attract more people. Job ads with a listed salary impact 91% of candidates when deciding whether or not to apply.

What’s more, those who apply know exactly what to hope for. This way, you eliminate anyone who’s too expensive for your budget right off the bat.

91% of job candidates want to see a salary range in the job ad. LinkedIn

One of the tricks HR managers tend to use in their job postings is listing the salary as ‘depending on experience.’ While it’s a neat way of getting around precise figures, it’s hardly something that will tempt candidates. If you list a range depending on experience, candidates know what to expect, depending on what they bring to the table. 

👎 On the other hand, if you don’t list a salary at all, candidates will think you are trying to get an amazing person and pay them very little,  according to HR expert Liz Ryan .

Finally, the biggest reason to list the salary in your job ad is to motivate those looking to change jobs .

For over  63% of people who quit jobs , salary is their primary reason for a change in the workplace. If they know that you are offering more, they will be much more likely to envision you as their next employer.

Key takeaways to remember when talking about salary/compensation packages:

• Clearly defined salary range (albeit a wide one)
• A healthy list of benefits, including but not limited to PTO
• A list of all additional benefits
• An offer for a stock purchase plan

In short, you should include everything a candidate needs to determine if a job makes sense financially or not.

6. Offer something for free

This might be considered sneaky, but all is fair if you want to hire your  purple squirrel . In fact, this is exactly the trick we’ve used in our quest to hire an SEO manager for Toggl Hire (which was once called Hundred5). 

We created a job simulation test using a pre-built SEO assessment template  and advertised it on LinkedIn, Twitter, and Facebook. In the ad, we offered a free T-shirt to applicants, but only to those who scored high on the test.

Why did this work so well?

• It’s quirky and innovative, which is likely to attract people who match that line of thinking
• The application barrier is low (it’s just a quiz), and a freebie is an extra incentive to get them interested
• They don’t get the freebie just for participating — they have to complete the test and do it well, so it is a reward rather than a gift

Overall, this tactic helped us get the attention of the  passive candidates  who would otherwise never check our job opening ads while also boosting our employer brand and showcasing company culture. Win-win! 

7. Turn your job ads into skill-screening quizzes

Everything that we’ve mentioned so far should lead to massive numbers of applicants from your job postings. And while this is a great problem to have, it’s still a problem.

Especially if you have remote job openings, you’re guaranteed to attract thousands of applicants per job post. Most of them will likely be a poor fit, so you need to disqualify them early on and move on to the candidates who will be a great addition to your team.

That’s exactly what Toggl Hire helps you do.

Combining powerful applicant tracking system capabilities with plug-and-play skills assessments , our recruitment platform helps companies quickly narrow down their application pool to the most qualified people worth interviewing — all while maintaining an excellent candidate experience!

At Toggl, we use Toggl Hire recruitment app to find talented people around the world (yes, including developers!) In fact, all of the openings we have right now are tests on the Toggl Hire platform. Feel free to check them out!

So, what’s so cool about using a skills test in job ads?

• First and foremost, you hire candidates based on performance and not their resumes. You get to see how they would function in a particular role with a short series of job-specific tasks . 
• You also get to hire without bias . You only see the name and results of an applicant. 
• Additionally, candidates get their results almost instantly . As soon as they’re done, candidates get an email telling them how well they performed and whether they can expect to go further in the hiring process.
• Finally, and perhaps most importantly,  Toggl Hire helps you hire efficiently  — the time and money spent on hiring a candidate are cut down significantly compared to the traditional hiring process.

Quick job ad checklist

By now, you’re probably feeling ready to go to a job board or a free job posting site and create an amazing job ad. Before we send you off into the wild alone, here’s a checklist of what to include:

• An accurate job title
• A creative job description
• A transparent salary range and benefits
• A reasonable list of requirements and qualifications
• A step-by-step explanation of the hiring process
• A snapshot of who you are as a company, your values and culture

Do these things right, and every time you post jobs, you can expect a flood of great candidates.

Ready to get started?

Hiring the highest  quality candidates starts by making your job ad really stand out from the crowd. However, once they click ‘apply,’ you’ll need to ensure you’re offering a great candidate experience and engaging interview process.

Skills testing and video interviews are a great way to do just that. To continue offering a great candidate experience after the initial job advertisement phase of the recruitment process, take Toggl Hire for a test drive. Create your free account now!

More questions about how to make job ads more effective

What is an advertisement for a job.

An advertisement for a job is a formal type of announcement where a company informs potential job seekers that they have an opening. The aim of a job ad is to get as many potential candidates to apply.

How do I make a catchy job ad?

The best way to make a job ad that stands out is to talk to the job seekers from their point of view. Think of what would make them apply rather than highlighting your successes as a company. Talk about their duties, the projects they will work on, the company culture, the benefits, and more — rather than focusing on a lengthy list of requirements.

How do you announce a job posting?

There are plenty of free and paid ways to announce and promote your job postings. You should start with the careers page on your website. Then move on to paid and free job posting sites such as LinkedIn, Monster, Remote.co, WeWorkRemotely, ZipRecruiter, and others.

What should a good job ad include?

A good job ad should include a job description that “hooks” the candidate to apply immediately. This means focusing on how they fit into the company from the very start and showing what’s in it for the candidate. It should also include a list of required and “nice-to-have” qualifications so the right candidates don’t get put off and avoid applying.

What are the 5 components of a job description?

The five basic components of every job description are the job title, job description, duties and responsibilities, necessary qualifications, and working conditions.

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How to Write a Job Ad That Actually Works

When you’re deliberating over how to write a job ad that will appeal to your target candidate persona , take some time to consider what potential applicants actually want to see.

Most companies forget that when a candidate looks at a job ad, it’s often the first time that they’ve interacted with your company. It’s perfectly possible that they’ve never even heard of you before.

Data from the Candidate Experience Awards shows that 48% of all applicants have no prior relationship with the company that they’re applying to — they’re coming in cold.

That’s a lot of people who will be hearing about your company for the first time through your job ad, and you better make a good first impression!

What do candidates want to see in a job ad?

Your job ad needs to be very clear. Do not assume that the applicant knows:

• Anything at all about your company
• Anything at all about your product
• What makes you different (or your EVP )
• Why others work with or for you (i.e. employee motivation)

You have to weave this information throughout your job advertisement to really capture the applicant’s interest.

When applicants were asked “What is the most valuable job-related content to you?” the top answers they gave were:

1. Job description

Since this is often the introduction that a candidate has to your company,it’s hugely valuable to job seekers, so make sure you think carefully about how you word it.

2. Salary range

With compensation being a key part of any candidate’s decision making process, it’s surprising that only 12% of employers share salary information in their job descriptions. It’s something that candidates really care about, so it could be worth including at least a salary range (if you’re not already).

3. Benefits

Job seekers want to know the kinds of benefits a potential employer offers. This could be anything from dental care, paid parental leave, to access to your company table tennis table!

4. Examples of success

Many job seekers want you to describe what a great employee would look like. Only 33% of employers talk about what their ideal employee looks like , so this is another way you can make your job ad more effective.

5. Clarity on career path

Accepting a job offer is a huge milestone in people’s lives. Applicants are looking for an understanding of the different career paths that are available if they accept the role.

The job must be presented as a stepping stone in their career, with the potential for them to move on to other things. Very few employers do this! Map out the potential career paths that an applicant could pursue from this role and people are more likely to show interest.

When you tie all of this together, you have the recipe for a great job ad that will provide the applicant with all of the information that’s most important to job seekers.

Let’s take a closer look at building the perfect job ad, now that we know the key components.

Job Specifications ≠ Job Advertisements

A job specification is for internal company use only. This is created for legal reasons and is not the best way to attract your ideal applicant. A job ad has one objective — to encourage people to apply.

Here are three job ad tips that could be useful:

1. Use images

Using real images of your office and current team gives your job ad a more human element, and it’s more authentic. If you can include a video, that’s also a great way to showcase your company to potential applicants.

2. Structure your ad with headings

These provide structure to your job ad. Even simple techniques like bolding keywords help job seekers focus on the most important content. Remember that most people skim hundreds of job ads when they're searching for a new role, so give your company the best chance to make an impression.

3. Try not to include bullet points (they don’t work)

Instead of using bullet points, try creating a job ad that includes detailed paragraphs to share all of the relevant information that candidates want to know.

So what does the perfect job ad actually look like?

The road to a great job ad lies in following the “SUCCESs” mnemonic — a tried and tested guide to creating clear, compelling copy that delights candidates.

The secret to a great job ad:

U nexpected

s o, the word is spelled properly...

A great job ad features every single one of these qualities. Use this as a checklist when you create your next ad. Let’s dig into the anatomy of a top job ad. You’ll see that we’ve highlighted instances where the “SUCCESs” framework plays a role.

1. Summary of Why and Who

Why are you hiring for this position? How will this position help your company hit its goals? Share this information with candidates to increase engagement with the ad.

2. Describe the employer

Assume they know nothing about your company or client. Describe the company mission, and explain why it’s a great place to work.

3. About the job

Share information about the role. Try to use words like “you”, “your” and “yours” to engage readers.

4. About the ideal candidate

Research suggests a candidate-centric description will engage higher quality talent. Make sure you share information on what the “ideal” candidate looks like, together with the opportunities that the role has in terms of career progression.

5. Requirements

Define what is absolutely required for your role, in simple language, so there’s no confusion from prospective candidates. Then you can add in the things that aren’t necessarily required, but might be beneficial to have.

6. Salary range & benefits

If possible, touch on the salary range and benefits. Not all companies will allow you to do this. If you’re restricted from sharing this information, you could add something along the lines of, “Contact me to discuss!” You’d be surprised how many people will actually take the time to reach out if they’re seriously interested in the role.

7. Application process

Define the application process. Candidates want to know what happens once they apply. Set expectations of when they should expect to hear from you. Giving people an idea of what the process is, reduces their risk and fear, and will increase the likelihood of top talent applying to your role.

8. Call to Action

Close with a great call to action. Remember, not all candidates will have an up-to-date resumé ready to send to you immediately.

Consider passive candidates who may not be actively searching for a new job, as well as active candidates. Provide a way for passives to leave their contact information or sign up to be notified about future opportunities.

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How to Prepare an Advertising Plan [Free Template]

Published: September 21, 2022

Turning an idea for an advertising campaign into reality isn’t exactly simple, but with a concrete and detailed advertising plan , you can go from concept to execution confidently.

An effective campaign plan will help you present a clear path for return on investment (ROI), get buy-in from leadership, and share your proposal with relevant stakeholders.

Follow Along With HubSpot's Free Ad Plan Template

In this post, we’ll explain what an advertising plan is and highlight the major sections you should include in your advertising plan so you can guarantee your next campaign is a success. 

What is an advertising plan?

An advertising plan outlines you strategies to reach your target audience and achieve your advertising goals. In it, you’ll summarize the channels you’ll use, critical messaging, and required budget — all of the elements and information you need to enact your advertising strategy.

Advertising Plan Template

Pro Tip: HubSpot created the following advertising plan template for you to download so you can organize your advertising campaign — it's broken down into relevant sections and can be shared with your stakeholders when it’s completed.

Our Advertising Plan Template will cover:

• Advertising campaign outline
• Advertising campaign timeline
• Advertising budget template

Now let's dive into how you can prep your ad plan. 

How to Prepare an Advertising Plan

Before you jump into your tactical advertising ideas, the first step is to provide those reading your ad plan with a high-level overview of your initiative.

Free Advertising Planning Kit

Plan and launch an effective and profitable advertising campaign with this guide and set of templates.

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• The Pros, Cons, and Costs of Advertising Types
• A Planning Template to Outline Timeline, Budget, and Goals
• A Project Pitch Presentation Deck to Share With Stakeholders

You're all set!

Click this link to access this resource at any time.

1. Provide an overview of your advertising plan.

By specifying the following elements, anyone reading your plan will have a basic understanding of what your campaign is and what you're trying to accomplish:

• Campaign Name : Make the campaign name catchy, unique, and easily identifiable so your team can get behind it.
• Campaign Description: What is the purpose of your campaign? Explain in 2-3 paragraphs what the inspiration behind your campaign is, how it aligns with your company initiatives, what customer problems you're solving, and what the final deliverables of the campaign will be.
• Target Audience: Ideally, who's on the receiving end of these ads? You can be specific to age, sex, region, or any number of demographics, or name which of your buyer personas you're targeting.
• Advertising Platforms: How will you be getting your message across? Here, identify the platform you'll be using, since you'll get more into the details of what the actual ads will look like in a later section.
• Goals and ROI: Explain what the end goal of your campaign is. Most ad campaigns are intended to produce a direct profit or return on investment, so if that's your goal, identify that number. If your campaign goal is something else — event sign-ups, product awareness, etc. — be sure to identify and quantify it.

Free Advertising Planning Template

Fill out the form to get your free template., 2. choose your platforms..

Here's where you'll provide more detail on the advertisements themselves and on which platform they will be promoted. For each ad you intend to run in this campaign, you should provide the following:

• Platform name
• Description of the ad

For example, your content in this section might look like this:

Platform #1 : YouTube

• Advertisement Type: Video
• Description of Ad: A 15-second pre-video ad. The video will be an animated look at our new app with a link to the app store when someone clicks.
• Timeline: July 1 – July 31
• Budget: $10,000

3. Develop your timeline.

Working on an ad campaign takes time and resources. Everyone involved will want to know what tasks they're responsible for, when they're due, and how long they have to do them. Therefore, it's essential to construct a timeline that outlines all of this information for your team to reference. 

Above is an example of a standard campaign timeline. Of course, your timeline will always depend on your project's depth and breadth, but you can expect to use some of the following steps:

Research and Preparation : This is the beginning stage of your campaign. Perhaps lasting 1-2 weeks, this is where you’ll conduct research to determine your target audience, develop messaging, and set the goals of your campaign. You’ll also be conducting meetings with stakeholders and garnering awareness and buy-in for the campaign amongst all necessary parties.

Creation and Edits : Once you’ve determined your goals and the type of assets you want to create, it’s time to loop in the creative team. Copywriters can begin work on copy for landing pages, emails, etc., while creative directors and designers execute concepts and visual assets. This process can take 2-3 weeks, depending on your goals and the scope of work. You’ll also want to allot time for multiple rounds of edits to ensure everyone is on board with the creative assets.

Distribution : Once all the assets are in order, it's time to launch. Blogs and social media posts should be scheduled for distribution over time, headers and website pages must be updated, and PR materials need to be distributed. During your campaign’s final distribution stage, you must be available to answer questions and make last-minute updates. All of this can take 1-2 weeks or longer, depending on the size of your campaign.

Analysis : The home stretch! The final step of your campaign is to wrap things up by analyzing results and reporting them to benefit future campaigns. The analysis is perhaps the most critical stage, where you can generate valuable insight based on performance. Make sure to note takeaways and lessons to improve your chances of success in future campaigns.

4. Outline your budget.

Because ROI isn't guaranteed, the budget can be the most challenging part of your advertising project to get approved. As a result, breaking up your requests by line item and presenting them in your plan is essential to getting everyone on board.

Rather than simply stating, "We need $65,000 for this project", organize your budget into a detailed visual, like the example below.

Download this Template for Free

Naturally, you can (and should) expect questions and pushback on certain line items.

For example, you may be asked to find another designer or video freelancing team who can complete the job for less money. So, arrive at meetings prepared to defend which costs are necessary for the campaign's success and which costs you can reconsider.

5. Explain your DACI framework.

DACI is a decision-making framework that outlines the key contributors in a project and what each of their responsibilities entails. DACI stands for Driver, Approver, Contributors, and Informed.

Here's how to break down a DACI framework:

• Driver: This person is the project's main driver or directly responsible individual. (Chances are either you or your direct manager.) The driver coordinates all the moving pieces of the project, seeing it through from inception to wrap-up.
• Approver: This is the individual who approves a project. Typically, this will be a director, VP, or manager. They'll give feedback, recommendations, and final approval on the project’s deliverables.
• Contributors: Contributors are the individuals responsible for creating one or more deliverables on the project. In advertising, this can include creatives (art directors and copywriters), video producers, animators, designers, and digital advertising specialists.
• Informed: These team members must be kept in the loop for the project duration. This group can include department heads, account leads, and managers. These people have no direct project-related responsibilities but benefit from knowing about the project and its status.

Your DACI framework should include the name of each stakeholder, their contact information (email, phone, Slack handle, etc.), and their responsibilities or deliverables.

This framework makes project delegation crystal clear for everyone involved.

6. Provide additional resources.

An additional resources section will act as the appendix of your advertising plan. For example, share the ad campaign that inspired this one with your readers, link to the product page you'll be promoting with this initiative, or link to your company's brand style guide — this way, designers and writers get a refresh on how to create externally-facing content.

7. Host a campaign kickoff meeting.

After you complete the outline, hop on a call with your team to explain the campaign concept, timeline, and deliverables. Then, compile all of them in HubSpot's advertising project pitch deck and present your advertising plan. Finally, open up the floor for any questions and suggestions with project contributors.

Advertising Plan Example

It can always be helpful to reference examples; below we’ll go over one.

While this is a high-quality example, be mindful that it is merely an example. You can personalize this template to meet your business goals by inputting what works best for your needs.

Over to You

Now that you know how to write your own advertising plan, download HubSpot’s free template to get your own advertising campaign project plan off the group. 

Editor's note: This post was originally published in August 2019 and has been updated for comprehensiveness.

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How to Write an Advertisement: A Complete Guide for Students and Teachers

As with persuasive texts in general, advertisements can take many forms – from billboards and radio jingles to movie trailers and pop-ups on your computer.

In this guide, we’ll work towards writing a standard magazine-format advertisement known as the print ad. Print ads are text-heavy enough to provide something meaty for our students to get their teeth into. Though advertisers are increasingly overlooking print ads in favor of more trackable and often cheaper digital forms of advertising, the same strategies and techniques can apply to both.

Likewise, strategies such as emotive language and other persuasive devices are essential when writing ads. Much of the writing advice that follows applies to the other persuasive texts , which can also be found on our site. Be sure to check it out, also.

Let’s explore the structure and persuasive elements that make an advertisement successful. These elements combine to make us think and act favourably about a service or product. So let’s get into it and learn how to write an advertisement.

A COMPLETE UNIT ON ADVERTISING FOR TEACHERS & STUDENTS

Teach your students essential  MEDIA LITERACY SKILLS  with this  COMPLETE UNIT  on  ADVERTISING.  It’s packed with  ENGAGING, INFORMATIVE & FUN  activities to teach students the persuasive techniques to  READ ADVERTS  and the skills to  WRITE ADVERTS.

This  COMPLETE UNIT OF WORK  will take your students from zero to hero over  FIVE STRATEGIC LESSONS  covered.

PERSUASIVE TECHNIQUES TUTORIAL VIDEO (2:20)

STRUCTURE AND FEATURES OF ADVERTISEMENTS (PERSUASIVE ELEMENTS)

For students to create their own advertisements and successfully employ the various persuasive techniques, they’ll first need to develop a clear understanding of an advertisement’s underlying structure. We’ll explore the primary structural elements and features of advertisements, though the order of how these appear varies from advert to advert. Here, we’ll take a look at the following persuasive text elements.

• Call to Action

THE BRAND NAME AS A PERSUASIVE ELEMENT

The brand name of the product or service frequently comes at the top of the advertisement – though not always. One of the first tasks for students when writing their own advertisement is to decide on a name for their product or service.

Please encourage students to select a name that reflects the product, service, or values they wish to present to their audience.

Brand names have evolved from being wordy and aspirational to very short and snappy since the inception of the internet, so they can be found easily on a search engine.

BRAND NAME CONSIDERATIONS

• What are the names of similar already existing products or services?
• Does the name look and sound good?
• Is the name short, punchy, and memorable?
• Does it evoke a feeling or an idea?
• Is it distinctive and original?

THE AUDIENCE AS A PERSUASIVE ELEMENT

An advertisement’s target audience may not always be immediately apparent and often needs to be inferred through language and imagery choices made by the writer.

However, who the target audience does need to be decided before writing as it will inform subsequent choices on the use of language (e.g. pronouns, tone, etc.) and imagery.

There are several ways to help students determine their target audience. A good starting place is for them to consider creating a target persona, a fictional character who represents the type of person their product or service is aimed at.

• Education level
• Marital status
• Likes/Dislikes
• Who they trust
• What they read/watch

An effective print advertisement presents a product or service in an appealing manner. It quickly conveys essential information about that product or service. It will include a clear and specific offer and also provide the information required for the reader to act on that offer.

Once we have the brand name sorted and the audience defined, it’s time to look at the critical structural elements to consider when writing an ad. It’s important to note that not every element will be used in every ad, but the following model serves well for writing most print advertisements.

THE HEADLINE AS A PERSUASIVE ELEMENT

The ad headline should provide a short, snappy preview of what the reader will find in the copy. A good headline grabs the potential customer’s attention and makes them want to read the rest of the ad. There are several tried and tested means of writing a good headline. Here are 3 of the most effective:

The Problem/Solution Headline – This headline details a problem a potential customer may be facing and offers the solution in the form of the product or service. For example: Tired? Sluggish? Overweight? Excero Bike Gets You Where You Need to Go, Fast!

The Testimonial Headline – This headline uses a quote from a customer’s positive review to help sell the product or service. The testimonial allows the potential customer to see some ‘proof’ upfront before buying. “With the Excero Bike, I lost 15lbs in 15 days. I’m now thinner, fitter, and much, much happier!”

The Question Headline – This headline asks a question that the target customer will be seeking an answer to, for example, “Are you paying too much for your x?” Are You Paying Too Much for Your Gym Membership?

THE LOGO AS A PERSUASIVE ELEMENT

Logos are visual representations of a brand and are used to help promote a range of products and services under a single umbrella and also to allow for quick identification by the reader. They are more of a design element than a writing one.

THE SLOGAN AS A PERSUASIVE ELEMENT

A slogan is a phrase or a short sentence used to represent or sell a particular brand. Usually, they’re designed to be short and snappy to help make them more memorable for readers. Slogans often use alliteration, rhyme, puns, or other figurative language techniques to make their message more memorable.

THE OFFER AS A PERSUASIVE ELEMENT

A good print ad makes readers an offer. This is usually in the form of a benefit the potential customer will gain or a motivating reason for finding out more about the product or service.

The Offer acts as a ‘hook’ that maintains the reader’s focus and draws them into the body of the ad. It can take the form of a time-limited discount or a 2-for-1 offer, etc. This Week Only – 25% Off!

Offers can also form part of the Call to Action at the end of the ad – more details on this soon.

THE BODY COPY AS A PERSUASIVE ELEMENT

Good body text (or body copy) in an ad is well-organized and quickly gets to the point. Readers want to get the necessary information with minimum effort. For the writer, this requires skill, patience, and much editing. There are several different types of body copy that students need to consider when writing their ads. Let’s take a look at 5 of these:

Factual – Factual copy gives the reader just enough factual information about the product or service to persuade them that it’s worth buying.

Humor – Using humor is a tried-and-tested means of making an ad memorable. To use it successfully, students will need to have an excellent understanding of their target audience.

Narrative – This copy tells a story as a way to draw the customer in. Many people are resistant to direct selling. Narrative copy uses the power of storytelling to build a connection with the customer to ‘soft sell’ to them.

Testimonial – While testimonial content usually comes from a customer, it can also come from experts, celebrities, or any kind of spokesperson. The testimonial is based on what the customer or spokesperson liked about the product or service. Testimonials are often woven into the humanity of the ad. This copy appeals to emotions. Rather than boasting directly of the benefits of the product or service, this type of ad evokes the senses and appeals to emotions.

The body copy might include details of available products or services, special offers, or specific information the advertiser wants potential customers to know. Subheadings and bullet points can help organize the text and make information easier to find. Texts should be short and easy to read. Walls of text can be off-putting; if the language is too complex, it may turn off potential customers.

THE CALL TO ACTION AS A PERSUASIVE ELEMENT

The Call to Action or CTA frequently comes at the end of the advertisement. It’s usually made up of a few sentences that invite the reader to take a specific action. This action might take the form of buying the product, sharing contact information, or, in the case of an online ad, clicking on a link to find out more about the product or service.

Call to action Contexts:

• An electronics company encouraging readers to buy their new computer
• A helpline requesting readers to call a number
• A political party urging readers to vote for them in an upcoming election
• A travel agent appealing to readers to book
• A travel agent appealing to readers to book their next holiday through them

There are many ways to write a CTA but some effective strategies that are commonly used include:

• Start with strong action words urging the reader to take action, e.g. Join, Discover, Order, Subscribe, Buy , etc.
• Let the reader know precisely what you want them to do.
• Ensure the necessary contact details are included, e.g. address, email, website address, phone numbers, etc.
• Motivate the reader to take action through the use of promotional offers, e.g. Get 50% off or Book your free consultation today!
• Provide a reason to take action by communicating the benefits, e.g. Losing weight, Saving money, Performing better, etc.
• Use numbers to appeal to the reader, e.g. Save 20% on your next video, Now with 33% extra free! etc.
• Make your audience an offer they can’t refuse, e.g. Book Your School Marketing and Promotion Analysis today – No Strings Attached.
• Create a sense of urgency by limiting a special offer in some way, e.g. 25% off for the first 100 customers, Free T-shirt if booked today, Buy 2 get 1 free this month only , etc.

PERSUASIVE DEVICES

The use of persuasive devices is an essential aspect of writing an advertisement. Our students must clearly understand the following strategies to confidently produce an advertisement that works.

ALLITERATION IN ADVERTISING

This is a literary device that involves the repetition of the initial letter or sound of consecutive words or words near each other. It’s more commonly associated with poetry than nonfiction text types; however, it is also a popular technique used in advertising. Alliteration can help make brand names more memorable. Examples abound, e.g. PayPal, Coca-Cola, Range Rover, and Krispy Kreme, to name but a few.

It’s not just in company names that you’ll find alliteration at work, though. We can also see alliteration alive in slogans such as:

The best four by four by far – Land Rover

Made to make your mouth water – Opal Fruits

Greyhound going great – Greyhound

Don’t dream it. Drive It. – Jaguar

EMOTIVE LANGUAGE

Using emotive language involves deliberately choosing words to provoke an emotional response in the reader. Different ways exist to express the same idea.

We can choose to put a positive, neutral, or negative spin on the same event through the words we select. For example:

Positive: She triumphed gloriously against stiff competition in the spelling bee.

Neutral: She won the spelling bee.

Negative: She received first prize in the poorly attended minor-league spelling bee.

Asking questions can help to engage the reader and persuade them to come to the desired conclusion by themselves. This is the ad equivalent of the ‘show, don’t tell’ mantra employed by fiction writers.

As with all the techniques and strategies, this technique must be used with care. It can have the opposite of the desired effect, such as building resistance in the reader, if used carelessly. Students should avoid making hyperbolic suggestions with their rhetorical questions. For example, the question “Want to lose 50lbs in 2 weeks?” implies a highly exaggerated claim that most intelligent readers will not believe. In this instance, the rhetorical question detracts from the ad’s effectiveness rather than enhances it.

The most important thing for students to remember when using this technique is that they should only ask rhetorical questions in their ads when they can predict with a reasonable degree of certainty what the answer will be in the reader’s mind. Nine times out of ten, that answer should be a simple yes. Questions should be straightforward, as should the answers they generate.

Advertisers know that we usually need to see or hear things several times before we’ll remember them. Also, the reader is more likely to believe something true the more frequently they hear it. For these reasons, advertisements rely heavily on repetition to drive their message home.

In advertising, the repetition of certain keywords or phrases is used to emphasize a specific idea or emotion. When used well, it can increase the overall effectiveness of an ad. However, students should be careful not to bore the reader. Repetition should always be used strategically.

Repetition doesn’t just involve the repeating of words. It can also include repeating colors and images.

Here are some examples of repetition at work.

ADVERTISING WRITING TIPS FOR STUDENTS

• Carefully Consider the recount TYPE and AUDIENCE before writing.
• Keep the title simple, e.g. My First Day at High School
• Organize the text using paragraphs, e.g. a new paragraph for each section. Use the first orientation paragraph to set the scene by introducing characters, setting, and context.
• Write the recount in chronological order – the order in which things happened and keep it in the past tense – relating events that have already happened.
• Choose the correct perspective from which to write the recount, e.g. personal recounts will be told from a first-person perspective (e.g. I, me, etc.). Factual recounts are most often told from the third-person perspective (e.g. she, he, they, etc.).
• Use time connectives to help organize the text and link the different sections of the recount together.
• Avoid repetitive use of language like then x, then y, and then z.”
• Aim to draw the reader into the action by using descriptive and figurative language
• Focus on the most critical/exciting parts.
• Use plenty of detail but ensure it is relevant to the purpose of the recount.

PERSUASIVE VOCABULARY

Vocabulary can elicit an emotional response beyond the literal meaning of the words used. When students understand this, they understand a powerful tool of persuasion.

PERSUASIVE ADVERTISING STRATEGIES

The Pain Solution: Persuades by highlighting a problem and suggesting a solution.

The Bandwagon: Persuades to do, think, or buy something because it is popular or because “everyone” is doing it.

The Testimonial: Persuades by using a previous customer or famous person to endorse a product or idea.

The Logical Appeal: Persuades by using reason, usually in the form of a claim backed by supporting evidence.

The Emotional Appeal: Persuades using words that appeal to emotions instead of logic or reason.

The Youth Appeal: Persuades by suggesting you’ll feel younger and more energetic using this product or service.

The Romantic Appeal: Persuades the reader by invoking the powerful and inspiring feelings of love.

The Empathy Appeal: Persuades the reader by encouraging them to identify with the plight of another.

The Testimonial: Persuades the reader by using a previous customer or famous person to endorse a product or idea

THE ROLE OF IMAGES IN AN ADVERTISEMENT

It’s a competitive world out there! Advertisements must catch and hold attention in an overwhelmingly noisy world, and images are a powerful means of doing this. Photos, pictures, diagrams, logos, color schemes – the visual look of an ad is as important as the text and, in some cases, more important!

Interesting images capture interest. They can intrigue the reader and encourage them to read the text they accompany.

Images also help the reader visualize the product or service offered. Advertising space can be expensive, and, as the old adage has it, a picture tells a thousand words. Images help advertisers make the most of their advertising real estate.

Students should carefully choose (or create) images to accompany their text. They should ensure that images are relevant and appropriate for their selling audience. They should look natural and genuine rather than posed.

Students can create their own images using their cell phones or graphic designer apps such as Canva .

This is our complete guide on writing an advertisement for students, and be sure to browse all our persuasive articles whilst you are here. Finally, we also have a complete unit of work on advertising for students and teachers that can be found here.

PERSUASIVE DEVICES TUTORIAL VIDEO

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Teaching Fact and Opinion

How To Write An Advertisement: Detailed Guide

Advertising has become a mainstream part of marketing strategies and for marketers to promote any product, service, or brand.

However, crafting a compelling ad copy that captures the attention of your target audience and drives results can be a daunting task. To create effective ad copy, you need to understand the objectives, steps, tips & tricks, frameworks, and mediums that go into it.

This guide provides practical advice to help you write an advertisement that connects with your audience and achieves your marketing goals.

Before writing an advertisement, it’s essential to consider the audience, different types of ads, and different advertising mediums available to you. It will allow you to choose the most effective method to reach your target audience and achieve your advertising goals. Depending on your objectives and the characteristics of your audience, you can choose to write an online or offline advertisement.

Know Your Audience

To write an effective ad, you need to know your target audience’s age, needs, behaviours, interests, pain points, and more. By identifying the pain points and motivations they need to use a product, you can create messaging that speaks directly to them and increase the likelihood of them taking action on your advertisement.

For instance, suppose you own a website that sells plus-size clothing, and your target audience is people of all ages searching for comfortable, fashionable clothing. Your ad highlights affordable prices and the versatility of clothing options for different occasions.

Once you have identified your audience, you can choose the most appropriate advertising medium to reach them.

Know Your Advertising Objectives

Knowing the ad’s objective before creating it is important because it helps you define what you want to achieve from the ad.

Moreover, setting the right objective will help you define your target audience, craft the right messages, deliver it at the right time, in the right way, and measure results rightly.

For instance, if you want to promote a new restaurant specialising in pizza, you may not create an ad about the restaurant’s entire menu and all dishes. Instead, you could advertise a limited-time offer, such as “Buy one pizza, get one free” or “50% off all pizza orders during lunchtime.

This would attract customers looking for a deal and entice them to try the restaurant’s pizza.

However, there are a few common advertising objectives , which are as follows:

• Increase brand awareness: This objective aims to introduce your brand to a wider audience and make them aware of your brand’s existence .
• Generate leads: The objective here is to capture the attention of your potential customers and encourage them to provide your contact information to them.
• Drive sales: The objective is to encourage customers to purchase your product or service by offering some discounts, special coupons or other offers.
• Build brand loyalty: The goal is to encourage customers to develop a strong emotional connection with your brand and become repeat customers.
• Increase website traffic: The objective is to drive more traffic to your company’s website. It can cater to brand awareness and top-of-mind awareness (TOMA) .
• Create a positive brand image: The objective is to shape customers’ perceptions of your brand and create a positive image in their minds.
• Enhance customer engagement: The goal is to encourage the customers to interact with your brand and become more engaged with your products or services.
• Educate customers: The objective is to inform customers about your products or services and their benefits and features.

By setting clear advertising objectives, you can ensure that your advertising campaigns are focused and effective in achieving the desired marketing outcomes.

Choose The Medium

When it comes to creating an advertisement, there are two primary mediums you can choose from: online and offline.

Online advertising effectively reaches a broader audience and targets specific groups based on their online behaviours. Whereas offline advertising effectively reaches local audiences or creates a more personal connection with your target customers.

Online advertising includes social media ads, search engine ads, email marketing, influencer marketing , and more. While offline advertising includes traditional methods such as print ads, television and radio commercials, billboards, direct mail, and more.

Types Of Advertising

You can use a variety of online and offline advertising mediums to roll out your advertisements. Here is a list of a few most popular advertising mediums that you can choose from.

Online advertisements refer to any form of advertising that is hosted digitally on the internet . These include:

• Paid search advertising
• Social media advertising
• Product placement advertising
• SMS Advertising
• Display advertising
• Native advertising
• Email advertising
• Digital signage advertising
• Video advertising
• Re-target and re-market advertising
• Mobile advertising

Offline advertisement refers to any form of advertising that is conducted outside of digital platforms. These include:

• Print advertising
• Television advertising
• Radio advertising
• Direct mail advertising
• Outdoor advertising
• Trade show advertising
• Billboard ads
• Telemarketing
• Public Relations (PR)
• Promotional products
• Direct response advertising

Writing The Advertisement

No matter if it’s an online or offline advertisement, here are some components you should always include while writing an advertisement:

The heading is essential to your advertisement as it is the first thing the reader sees and reads. It should be short, catchy, and attention-grabbing to make them want to keep reading.

For example, if you are selling a new brand of coffee, your heading can be “Wake Up to a Better Brew with XYZ Coffee.”

As a business owner, you might often struggle with creating compelling ads that can boost your site’s traffic and sales due to challenges such as ad type selection, budgeting, and more. The Facebook Ad Library and SEMrush are solutions to this challenge.

The Facebook ad library is a searchable online database that allows you to analyse the current ads being run by any page or advertiser on Facebook and Instagram. By utilising this resource, you can gain insight into ad creator information, publishing dates, ad spend limits, and more to inspire your own ad creation and analyse your competition.

SEMrush is a tool that provides competitive intelligence to you. It also lets you investigate and monitor your competitors’ online PPC advertising campaigns and SEO optimisation strategies. As a copywriter or marketer, you can use SEMrush to analyse your competitors’ content and identify their target keywords. Use this information to create more effective ad copy and optimised content for search engines.

It is a secondary title that provides more information about your product or service to your audience. It should be a bit longer than the heading and give the reader a reason to keep reading. Make it provide more details about your product or service and highlight its unique features.

For example, if you are selling a new brand of coffee, your subhead can be “Our Organic Beans are Sourced from the Finest Farms Around the World.”

Often, markets and writers use keywords in the subheading, making them more search engine friendly to get more visibility.

Moreover, if you need help with SEO in your copywriting , you can always use Frase to optimise your ad content. You can use it to research keywords , topics, and more, write, and optimise high-quality SEO content quickly and easily. Besides, it can also help you paraphrase your existing copies and optimise them for SEO.

The hook is the opening sentence or phrase that captures the reader’s attention and makes them want to read more. It should be creative and engaging, designed to draw the reader in.

For example, if you are selling a new brand of coffee, your hook can be, “Are you tired of drinking bland, boring coffee every morning?”

In advertising, creating a good hook is essential to capture the reader’s attention and interest them in reading the rest of the ad. However, creating an attention-grabbing hook can be challenging for many writers and marketers. To cater to this need, you can use Copy.ai , a copywriting tool , to generate compelling hooks and other ad content. You can also train the tool with your own pre-written content to create copies that sound like you wrote it. By using copy.ai , you can streamline your ad copywriting process and create more effective advertisements.

The body is the main part of your advertisement, where you provide more information about your product or service. It should be well-organised, easy to read, and should highlight the benefits of your product or service. Divide the body into short paragraphs, use bullet points, or numbered lists to make it easier to skim.

For example, if you are selling a new brand of coffee, your body could include information about the taste, aroma, and quality of your coffee.

Various frameworks are available for marketers, writers, and advertisers to craft ad content, such as BAB, AIDA, PAS, and more. In writing ads, these or other similar frameworks can provide a structure and formula to follow that can increase the effectiveness of the ad.

However, if studying each framework and writing ads seem overwhelming, you can use Jasper to help you with it. This framework-agnostic tool, Jasper, includes templates for different frameworks developed by experts, allowing the AI to generate optimal ad copies based on the chosen framework for you.

Besides, if you want to create sales copies , product descriptions, Facebook ads, email subject lines, and more at scale, you can use Copysmith for this use case. It has universal templates for different types of content based on their purpose. Those templates will help you create copies at scale. This tool is best for an ecommerce company that wants to create marketing copies at scale or large marketing teams working with several clients. 

Call to Action (CTA)

The CTA is part of your advertisement where you have gained the power in your reader’s mind to tell them what to do next. It should be clear and concise and encouraging enough to make the reader take action.

For example, if you are selling a new brand of coffee, your CTA could be “Order Now and Get 10% Off Your First Purchase.”

Popular Copywriting Frameworks

The copywriting frameworks are designed to help you structure your copy in a way that’s easy to read, engage, and persuade. You can precisely use these frameworks to write funnel-oriented copies for your campaign. These funnel-based copywriting frameworks always make your copies attract, hook, and convert better.

Though there are many frameworks a copywriter or the marketer can use in copywriting (apart from what’s mentioned below), here are the seven most useful frameworks you can bring into use.

Attention-Interest-Desire-Action (AIDA)

AIDA is a four-step process designed to get readers to take action.

The AIDA framework goes like this:

For example, an ad for a new car might use the AIDA framework like this:

• Attention: Are you tired of driving an old car?
• Interest: Our new car has all the latest features.
• Desire: Imagine driving a car that turns heads.
• Action: Visit our dealership today and take a test drive.

Before-After-Bridge (BAB)

The Before-After-Bridge (BAB) framework is a three-part structure commonly used in direct response copy.

The BAB framework goes like this:

For example, an ad for a weight loss product might use the BAB framework like this:

• Before: Are you tired of feeling overweight and unhealthy?
• After: Imagine feeling confident and healthy in your own skin again
• Bridge: Our weight loss product can help you achieve your goals

Problem-Agitate-Solution (PAS)

The PAS framework is a three-step process designed to help you identify and solve your customer’s problems.

The PAS framework goes like this:

For example, an ad for a headache medicine might use the PAS framework like this

• Problem: Do you suffer from headaches?
• Agitate: Headaches can be debilitating and ruin your day
• Solution: Our headache medicine can provide fast relief.

Problem-Promise-Proof-Proposal (PPPP):

The PPPP framework is a four-step process designed to help you create a persuasive message.

The PPPP framework goes like this:

For example, an ad for a new software product might use the PPPP framework like this:

• Problem: Are you tired of using outdated software?
• Promise: Our new software is faster and more efficient.
• Proof: Our software has helped businesses increase productivity by 50%.
• Proposal: Try our software today and see the difference for yourself.

Features-Advantages-Benefits (FAB)

The FAB framework is a three-step process designed to help you communicate the value of your product or service.

The FAB framework goes like this:

For example, an ad for a new smartphone might use the FAB framework like this:

• Features: Our new smartphone has a 6.5-inch screen and 5G connectivity.
• Advantages: You can watch your favourite movies and TV shows on the go.
• Benefits: Stay connected with your friends and family no matter where you are.

Star-Story-Solution

The Star-Story-Solution framework is a three-step process designed to help you tell a compelling story.

The Star-Story-Solution framework goes like this:

For example, an ad for a new luxury watch might use the Star-Story-Solution framework like this:

• Star: You deserve the best.
• Story: Our luxury watch is made with the finest materials and craftsmanship
• Solution: Treat yourself to the ultimate luxury with our new watch.

Awareness-Comprehension-Conviction-Action (ACCA)

This four-step framework is designed to help you create a persuasive message.

The ACCA framework goes like this:

• Comprehension

For example, an ad for a new online course might use the ACCA framework like this:

• Awareness: Do you want to learn a new skill?
• Comprehension: Our online course is designed to teach you everything you need to know.
• Conviction: Our course has helped thousands of people achieve their goals.
• Action: Sign up for our course today and start learning.

Tips To Write An Effective Advertisement

An effective advertisement can make all the difference in selling a product or service. That’s why understanding the key elements of a successful ad and how to craft them is crucial. So, to meet that challenge, let’s learn about the insider’s tips and tricks for writing an effective advertisement that will help you connect with your audience and drive conversions.

Write Powerful Problem-Solutions Eye-Catching Headline

An Ad you create and roll out for your audience must show viewers how your product or service can solve their problem.

Merely plugging in keywords won’t be enough to attract their attention (even though it is the first thing viewers look for).

The powerful way to stand out is to add your visitor’s end goal and promise to help solve their problem in the headline.

For instance, if your user is looking for a home security system, your ad, which says ‘home security system that keeps you safe & gives you peace of mind’, could highlight how it can provide peace of mind by keeping their family and belongings safe.

By showing how you’ll solve their problem and address their pain points, you’ll attract their attention and entice them to take action.

Pen Benefits And Not Features: Show What’s There For Them

When you are writing the body of your ad, it is essential to focus on how your brand or product will improve your visitors’ lives. Because a solution and benefit from a product are what your reader wants.

Thus, instead of starting with how amazing your brand is, tell your visitors how your brand or product will benefit them. Your ad should be personal and demonstrate how your service will solve the user’s problem.

For example, suppose you get to see these two ads when you enter the keyword’ fitness app’

Ad 1 (Benefits-Focused)

Get in the best shape of your life with our fitness app!

With personalised workout plans that fit your busy routine and nutrition tracking, you’ll see real results in no time. Say goodbye to feeling sluggish and hello to a healthier, happier you with 10% savings on your plan.

Lesson: This ad focuses on the benefits that the app provides, such as getting in shape, a program that fits in the busy schedule, seeing results, feeling healthier and happier, and saving 10% on their plan. By highlighting these benefits, the ad is more likely to resonate with potential customers and inspire them to take action.

Ad 2 (Features-Focused)

Our Fitness App Helps You Get Fit

Our fitness app includes personalised workout plans, nutrition tracking, and real-time feedback. Access to a library of exercises and progress monitoring allows you to easily stay on top of your fitness goals.

Lesson: This ad simply lists the app’s features, such as personalised workout plans, nutrition tracking, and exercise libraries. While these features may be necessary to some potential customers, the ad does not explain how the app will benefit them. As a result, it may not be as effective at convincing customers to take action.

Implement FOMO

If you are looking for a way to increase conversions on your website, one simple solution is to implement FOMO the fear of missing out .

Adding FOMO is like giving loss aversion (a real psychological force) to people that motivates them to take action. 

To give them the FOMO, you can add countdown timers on your site or tell them they’ll miss out if they miss this deal which is valid for only X hours. Using these types of advertising , you can tap into this force and drive more conversions.

For example, suppose you are a brand that sells mobile phones. So you can write an ad like this implementing FOMO:

• 50+ latest Apple iPhones and Smartphones on sale
• Sales end in 3 hours. Get a 40% discount on all models on sale. Free shipping throughout India. Shop Now!

Creating a sense of scarcity will motivate more people to click through and make a purchase. This is just one of the six principles of persuasion outlined by Robert Cialdini, and it’s a powerful tool for driving conversions in a competitive online marketplace.

Add A Strong Emotional Trigger

As a copywriter, your job is to persuade your audience to take a specific action. One of the most effective ways to do this is to include emotional triggers in your copy.

Emotional triggers are words or phrases that tap into your audience’s emotions and help them connect with your brand or product on a deeper level.

For example, if you’re selling a weight loss supplement, you might use words like ‘transform,’ ‘confidence,’ and ‘healthy’ to trigger feelings of empowerment and self-improvement in the potential users.

Another way to use emotional triggers is to tap into your audience’s pain points. If you are selling a product that solves a specific problem, you can use language highlighting the negative emotions associated with that problem and solutions. For example, if you’re selling a headache medication, you might use words like throbbing,’ ‘debilitating,’ and ‘miserable’ to trigger empathy and urgency in your audience. And ‘feel better,’ ‘get better,’ and ‘get relaxed’ to highlight the solution.

Here is an example of an ad that includes emotional triggers:

Are you tired of feeling self-conscious about your smile?

Our teeth whitening kit can help you transform your smile and boost your confidence! With our easy-to-use kit, you can whiten your teeth at home and achieve a bright, healthy-looking smile in just a few weeks.

Provide A Risk-Free Offer To Take Away Their Fear

One effective copywriting tip to consider is providing a risk-free offer to remove your customers’ fears. People often worry about wasting their hard-earned money on low-quality products or services when there is no return or money-back policy. It makes them hesitant to make a purchase.

However, by offering a risk-free guarantee, you can remove these doubts and incentivise your potential customers to try your product or service.

When potential customers know they can get their money back if they are unsatisfied, they are more likely to give your product or service a chance. It also adds to your brand’s authority because it shows that your company is confident in the value of your offering and willing to stand behind it.

Bottom Line

In conclusion, writing an effective advertisement requires a strategic approach that takes into account many things, including the objectives, target audience, medium, and the right steps for writing the ad.

By following these guidelines and utilising the appropriate frameworks, tips, and tricks, you can create ads that resonate with your audience and drive results for your business.

Ravpreet is an avid writer, prone to penning compelling content that hits the right chord. A startup enthusiast, Ravpreet has written content about startups for over three years and helped them succeed. You can also find her cooking, making singing videos, or walking on quiet streets in her free time.

Related Posts:

7 of the Best Job Ad Examples

The best job ads get you (the employer) 3 things:

• Attention — they stop the candidate in their tracks.
• Engagement — they keep the candidate on the page, usually through thoughtful content.
• Call-to-Action — they get the candidate to click “apply” or take a secondary action like to join a talent community or explore the rest of your company.

Below are 7 examples of the best job ads we’ve seen recently. We include bullets as to why they got our attention.

L’Oreal Job Ads

• The hero image stands out compared to the boring stock photos that most job ads use (and some job ads don’t have media at all!)
• The job title is clear because it uses contrast of light text on dark background
• Map of job location (at the bottom)
• The job description text consists of bulleted lists (better reading experience)

Matalan Job Ads

• Color! — Great use of Red. Red, in color theory, is known to increase respiration rate and raise blood pressure. It’s also associated with passion, desire and love. That’s the reason Target (the retailer) also uses it so prominently (in ads and in their stores)!
• They have a highly integrated map (on the left)
• Candidates can “drag and drop” their resume/cv into the “talent pool” (talent community).

Eversource Energy Job Ads

• Easily accessible job search at the top of every job page
• Employer branding video on right-side column
• Consistent color scheme
• Extra valuable features and content (job alerts and employee testimonials) at the bottom

Cricket Wireless Job Ads

• The employer brand shines through great logo and contrasting colors.
• A “Jobs motto” sub-headline — They put a jobs motto front and center…similar to company values but the “motto” part stands out. That’s a great example of content that stands out to a candidate.
• Video and talent network opt-in at the bottom

Merck Job Ads

• The 2-Column format makes the job ad more readable than most jobs
• The Right-hand rail has extra goodies including how to learn more about the application process, join the talent community or get a job alert
• You can browse to the “Next job” if you had come through their career site — great example of a job ad feature candidates might not have seen before!

Best Buy Job Ads

• Easy to read 2-column format
• They include the name of the brand at the top of each JD (e.g. “Best Buy” or “Geek Squad” (that’s especially useful for large companies with multiple brands))
• 2 Apply Buttons — always better than one!

Post Job Ads

• Shows all of their brands
• Personalized jobs including “Recently viewed jobs” and “Saved jobs” at the bottom
• LinkedIn Job Matcher widget at the bottom

LabCorp Job Ads

• A solid combo of smiling employee with a headline about LabCorp
• Clickable recruiting content on the right-hand rail
• A custom header for careers info in the navigation bar (e.g. links to dedicated pages for diversity and inclusion, military professionals and college interns)

Let us know if you’ve seen other examples of great job ads.  We’ll do an update to this “Best Job Ads” article as soon as we can!

Why I Wrote This

Ongig’s mission is to give employers the best job ads in their industry. Our Company Career Site Builder allows employers to create job pages that attract and engage the best talent.

November 13, 2019 by Nick Misa in Job Ads

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Persuasive Techniques in Advertising

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• Instructional Plan
• Related Resources

Students will learn persuasive techniques used in advertising, specifically, pathos or emotion, logos or logic, and ethos or credibility/character. They will use this knowledge to analyze advertising in a variety of sources: print, television, and Web-based advertising. Students will also explore the concepts of demographics and marketing for a specific audience. The lesson will culminate in the production of an advertisement in one of several various forms of media, intended for a specific demographic.

Featured Resources

The Art of Rhetoric: Persuasive Techniques in Advertising : This online video describes how advertisers use pathos or emotion, logos or logic, and ethos or credibility/character in order to persuade consumers.

Persuasive Techniques in Advertising Video Transcription : A transcript of the video provided by Chelsea Majors

From Theory to Practice

Students encounter advertising at every turn of their lives: on public billboards, during nearly every television show, on the Internet, on their cell phones, and even in schools.  They are undoubtedly aware that these ads have a specific purpose: to sell something to them.  Rarely, however, do teenagers think precisely about how the text, sounds, and images in these advertisements have been carefully crafted to persuade them to purchase a product or service-and that these techniques are not far from those they have already used in their own persuasive writing. We emphasize the need to make our students more literate, and this lesson aims to improve their critical media literacy.  By reducing advertising to its basic rhetorical components, students "can begin to understand how to construct their own messages to convey the meanings they intend and to evoke the responses they desire" (173).  Becoming more media literate allows our youth to "create messages of their own so that they can communicate clearly, effectively, and purposefully" (176). Further Reading

Common Core Standards

This resource has been aligned to the Common Core State Standards for states in which they have been adopted. If a state does not appear in the drop-down, CCSS alignments are forthcoming.

State Standards

This lesson has been aligned to standards in the following states. If a state does not appear in the drop-down, standard alignments are not currently available for that state.

NCTE/IRA National Standards for the English Language Arts

• 1. Students read a wide range of print and nonprint texts to build an understanding of texts, of themselves, and of the cultures of the United States and the world; to acquire new information; to respond to the needs and demands of society and the workplace; and for personal fulfillment. Among these texts are fiction and nonfiction, classic and contemporary works.
• 3. Students apply a wide range of strategies to comprehend, interpret, evaluate, and appreciate texts. They draw on their prior experience, their interactions with other readers and writers, their knowledge of word meaning and of other texts, their word identification strategies, and their understanding of textual features (e.g., sound-letter correspondence, sentence structure, context, graphics).
• 4. Students adjust their use of spoken, written, and visual language (e.g., conventions, style, vocabulary) to communicate effectively with a variety of audiences and for different purposes.
• 6. Students apply knowledge of language structure, language conventions (e.g., spelling and punctuation), media techniques, figurative language, and genre to create, critique, and discuss print and nonprint texts.
• 8. Students use a variety of technological and information resources (e.g., libraries, databases, computer networks, video) to gather and synthesize information and to create and communicate knowledge.
• 12. Students use spoken, written, and visual language to accomplish their own purposes (e.g., for learning, enjoyment, persuasion, and the exchange of information).

Materials and Technology

• Video of television program, including commercials  
• TV with VCR/DVD player  
• Advertisements from magazines  
• Persuasive Techniques in Advertising online video
• Persuasive Techniques in Advertising Video Transcription  
• Internet-connected computer with speakers and projector  
• Web Resources for Finding Example Advertisements
• Demographics: Who Are You?
• Advertising Advantages: Television vs. Print vs. Online  
• Targeted Commercials  
• Commercial Dig  
• Commercial Dig Reflection Questions  
• Analyzing Ads  
• Planning Your Advertisement  
• Commercial Assessment  
• Persuasive Techniques in Advertising Reflection Questions

Preparation

• Make copies of the necessary handouts.  
• Gather advertisements from magazines-ideally, two per student. Look for ads that lend themselves well to the assignment, with a balance of text and images and with fairly discernable examples of pathos, logos, and ethos. Consider asking your school library media specialist for issues of magazines he or she plans to discard.  
• Record at least part of a television program, including the entirety of one commercial break, for showing in class.  
• If students will be using the Venn Diagram , Comic Creator , or Printing Press , arrange for them to have access during the appropriate sessions.  
• Preview the Persuasive Techniques in Advertising online video and obtain proper technology for projecting it in the classroom or computer lab. Also check out the  Persuasive Techniques in Advertising Video Transcription .  
• Arrange for students to have access to computers for Sessions Three and Four.  
• Bookmark the Web Resources for Finding Example Advertisements and preview the sites before recommending which ones students visit for example advertisements.  
• Familiarize yourself with the technologies discussed in the final session, deciding which you are prepared to ask or require students to use in the production of their own ads. Contact your school library media specialist or technology specialist for assistance.

Student Objectives

Students will

• demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.  
• analyze advertisements according to their employment of these techniques.  
• demonstrate an understanding of the concept of demographics and specific audience.  
• synthesize this knowledge into advertisements of their own creation.

Session One

• Where do you encounter advertising?  (They will likely mention television, billboards, radio, Websites, school hallways, and so on.)  
• Which specific advertisements "stick in your head?"  
• What makes these advertisements memorable?  (They might mention music, catchy slogans, celebrity appearance, the appeal of the product itself, and so forth.)  
• Do you think advertisements have an effect on your personal interests?  
• Explain to students that advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.  
• Distribute the Persuasive Techniques in Advertising handout and introduce the concepts of pathos, logos, and ethos, defined at the top of the handout.  Students should understand that these rhetorical strategies are similar to those used in a persuasive writing assignment, and that they will use these strategies when creating their own commercial by the end of this unit.  Encourage students to make connections to examples of each of the terms they have used in persuasive writing of their own. Note: This is an appropriate time to clarify that the word logos in this context should not be confused with a brand-specific image or insignia referred to as a logo.  
• After explaining the concepts of pathos, logos, and ethos, have students practice identifying the three techniques by placing a P , L , or E in the blank next to the examples at the bottom of this handout.  Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples.  
• Although most of these examples were designed to have one clear answer, be sure to emphasize to the students that pathos, logos, and ethos are not always separate entities and may often overlap with one another. For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts (ethos), and also includes a statistic (logos).   
• Deepen students' understanding of the concepts of pathos, logos, and ethos with visual examples by sharing with them the Persuasive Techniques in Advertising online video . You may want to pause and have students explain how the television, print, and online advertisements utilize the three rhetorical strategies.  The narration in the commercial further explains their use in each advertisement. There is also the  Persuasive Techniques in Advertising Video Transcription .  
• Briefly discuss the "Other Advertising Strategies" section of Persuasive Techniques in Advertising handout.  Explain that these are more specific types of strategies that advertisers use and that many overlap with pathos, logos, and ethos.   For example, you may mention that patriotism is a strategy meant to evoke certain emotions, and would therefore constitute a use of pathos.  
• Close the session by explaining to students that in future sessions, they will be examining existing advertisements with their new analytical skill and applying it to creating ads of their own.  
• Encourage students to begin looking at advertisements they encounter in terms of these three techniques.

Session Two

• Begin with a brief review of the concepts of pathos, logos, and ethos from the previous session.  Ask students to demonstrate their growing understanding by providing examples of each of the techniques from advertisements they have recently seen.  
• Now introduce the term demographics to students: the characteristics that make up a human population such as gender, age, and race.  Have students discover which demographic group(s) they fit into by completing the Demographics: Who are you? handout.  When creating their group commercials in a later session, students will need to consider the demographics for their product. Explain to students that this is how advertisers think of consumers: not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality (such as Burger King's "Have It Your Way" promotion), advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.  
• Continue the discussion of demographics by distributing the Targeted Commercials handout, which will further explore the concept of demographics. Ask students to begin applying their understanding of demographics and targeted advertising by showing the first part of a television program of your choice.  Since the purpose of this activity is to show how advertisers cater to a show's intended audience, you may want to make sure you are presenting a show with commercials that very obviously target a specific demographic.   
• Before watching, share with students a brief description of the show they are about to see, including race/gender/class of the main characters, genre of the program, and the time/date/channel on which the program aired.  Have students use these factors (and any other prior knowledge they may have of the show) to determine the probable demographics.  Students should indicate their choices on the handout .  
• While students watch the commercial break(s), have them take brief notes to remind them of the products being advertised.  
• Have students complete the "After the program" response question at the bottom of the Targeted Commercials handout.  Then discuss the degrees to which the advertisements match the demographics of the likely intended audience of the television program.   
• This would be an appropriate time to talk about clear evidence that programming and advertising are marketed to specific groups.  Lifetime: Television for Women, Spike! TV, Logo, and Black Entertainment Television all exist not only to give viewers programming they might like, but also to allow advertisers to target their audiences more specifically.  
• Distribute the Commercial Dig activity, explaining to students that this is a long-term assignment that requires them to keep track of eight commercials viewed during one television program and to explain briefly the purpose of each advertised product. Remind students that the commercials they record on this chart should all come from the same show, as the completed chart will be used to re-emphasize the concepts of demographics and targeted advertising. Inform them that this assignment should be completed by Session Four and ask if there are questions before closing the session.

Session Three

• Remind students what they have learned so far in this lesson: techniques advertisers use to persuade consumers to buy their products and the concept of "targeting" certain audience demographics to make the process of persuasion more efficient and focused.  
• Explain to students that they will have the opportunity to apply this knowledge by looking at some real ads for real products.  Share that the goal of this activity will be to examine how advertisers skillfully use multiple strategies to persuade their audiences.  
• Distribute the Analyzing Ads handout and discuss the expectations and format for response.  Students will analyze six advertisements: two print ads, two television commercials, and two Internet advertisements.  The Internet advertisements should take the form of marketing Websites featuring a particular product, or pop-ups/embedded ads in Websites unrelated to the product.  
• This activity will allow students to practice their recognition of pathos, logos, and ethos in three different modes of advertising, preparing them for the creation of their own commercials.  Students should also record any of the "other strategies" explained on Persuasive Techniques in Advertising handout, also required as part of the final project.  
• Share with students the print ads you already collected as well as the Web Resources for Finding Example Advertisements and have them look for ads. Point out to students that they may wish to access television ads on their own time, including during their work on the Commercial Dig activity. Depending on how efficiently students work through this activity, this part of the lesson will likely extend into the next session.

Session Four

• At an appropriate time in student engagement in the continuation of the analysis activity from the previous session, distribute the Commercial Assessment rubric and explain that you will use it to evaluate the commercials they will produce in an upcoming session. Ask students, in small groups, to review one of the teacher- or student-selected commercials and apply the rubric to the commercial.  Students should determine whether the commercial effectively utilizes pathos, logos, and/or ethos, and note their score on the rubric . Students should also indicate the effectiveness of any of the "other strategies" on the second page of the rubric .  
• When students are ready, check for understanding by several volunteers present one of the advertisements they analyzed, briefly discussing the effective use of persuasive techniques.  
• Wrap up this section of the lesson by using the Advertising Advantages: Television vs. Print vs. Online to engage students in a discussion of the advantages of each mode of advertising, using the examples on the handout as a guide.  This discussion will help students decide which modes of advertising they might use when creating their commercials in the next session.  You may wish to use the Venn Diagram to facilitate this discussion.  
• Remind students that they will need to have their completed Commercial Dig activity ready for discussion in the next session.

Session Five

• Ask students to get out their completed Commercial Dig activity sheets.  Give students the opportunity to solidify their understanding of the concept of demographics by working through the analysis tasks in the Commercial Dig Reflection Questions .  Have students use their completed charts to answer the reflection questions . Students should talk through their responses with a partner before producing a written response.  
• Which advertisements could be viewed as harmful or unfair to a group of people?  
• Can targeting a specific demographic sometimes encourage stereotyping?  
• When do you see stereotyping used in advertisements?
• You may wish to give students access to the online articles Target me with your ads, please and Mixed Messages , which discuss how Websites use technology to target consumers and the use of billboards in impoverished and minority neighborhoods, respectively, as part of this discussion.

Session Six

• Students will use this session to begin to synthesize all they have learned about advertising and begin creating a commercial for a fictional product.  First ask students to form small groups and decide on a product to advertise.  
• Next, students should determine the target audience for their product, remembering previous lessons on demographics.  
• Depending on available time and resources, ask students to create a print, filmed, live, and/or Internet advertisement for their product.  They should take into account their observations from the Advertising Advantages: Television vs. Print vs. Online .  
• Have students use the Planning Your Advertisement sheet to plan for an advertisement that will target the previously determined demographic, and demonstrate pathos, logos, ethos, and three of the "other strategies." This may also be an appropriate time to review the expectations set forth in the Commercial Assessment rubric.  
• Give students access to the Comic Creator and/or the Printing Press to create the print advertisement.  Free software such as iMovie and Windows Movie Maker may be used to edit any filmed commercials.  Web creation sites such as PBWorks and Google Sites may be used to create Internet-based advertisements.

Session Seven (after students have had time to prepare their advertisements)

• Give students time to meet in their groups and plan the presentation of their ads.  
• Have each group present, allowing time for discussion with the class about the effective use of persuasive techniques in each advertisement.  
• After the presentations and discussion are complete, distribute the  Persuasive Techniques in Advertising Reflection Questions and give students time to solidify their learning by responding to the four questions.

Student Assessment / Reflections

• Use the lesson reflection questions to allow students to think about what they have learned about advertising and persuasion.  
• Use the Commercial Assessment rubric to assess student work on their advertisements.
• Professional Library
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The Comic Creator invites students to compose their own comic strips for a variety of contexts (prewriting, pre- and postreading activities, response to literature, and so on).

The interactive Printing Press is designed to assist students in creating newspapers, brochures, and flyers.

This interactive tool allows students to create Venn diagrams that contain two or three overlapping circles, enabling them to organize their information logically.

Students analyze rhetorical strategies in online editorials, building knowledge of strategies and awareness of local and national issues. This lesson teaches students connections between subject, writer, and audience and how rhetorical strategies are used in everyday writing.

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Investigative journalism work by Ohio University Fulbright Scholar and journalism graduate student will be featured on FRONTLINE

Patricia Marcano Meza, an Ohio University Fulbright Scholar who is pursuing a master’s degree in journalism at the E.W. Scripps School of Journalism, is both excited and nervous for the national premiere of a new documentary for FRONTLINE on PBS called "A Dangerous Assignment: Uncovering Corruption in Maduro’s Venezuela." It airs   on Tuesday, May 14, at 10 p.m. on WOUB HD. The investigative reporter from Venezuela is featured in the documentary as one of the reporters who covered government corruption for the Venezuelan independent news outlet  Armando.info .

“For us, because we are a small independent media in Venezuela, the opportunity to show this documentary in America is great. We are glad and honored. In Venezuela, there is a lot of censorship and persecution, so this is an important window to show the reality and to reach more people. The people can see what the situation is in our country and how we are doing journalism in a difficult environment,” said Marcano Meza. “But I am also concerned about the consequences of this. Our four editors-in-chief had to go into exile because they were sued by Alex Saab and threatened by the Maduro government. We don't want anything to happen to our team in Caracas. The Maduro government's response to the announcement of the documentary was a new attack on our work; through the Attorney General they are trying to involve us in a corruption case that we revealed last year.”

President Nicolas Maduro is South America’s longest ruling authoritarian leader and has held power since 2013. The FRONTLINE episode examines the Armando.info investigation of a food program called CLAP that was created by Maduro’s government in 2016 when Venezuela was in economic freefall and consumed by hunger. The CLAP program was a domestic aid initiative that was billed as providing high-quality, essential food items to Venezuelans impacted by the nation’s economic crisis — some of whom were at risk of starvation. But the CLAP program was not all that the government claimed it to be.

“We are so excited that this documentary will introduce Patricia’s work to an even wider audience in the U.S. She is a highly decorated journalist, one of Venezuela’s best, and a Pulitzer Prize finalist,” said E.W. Scripps School of Journalism Associate Director for Graduate Studies Aimee Edmondson. “She’s incredibly brave and talented.”

The documentary features groundbreaking reporting from investigative journalist Roberto Deniz and his colleagues, including Marcano Meza. They revealed that the government was purchasing low-quality products for the CLAP program. In fact, a chemical analysis conducted by the Institute of Food Science and Technology at Universidad Central de Venezuela at the request of Armando.info showed some of the powdered milk offered in the CLAP boxes was so deficient in calcium and high in sodium that a researcher noted it couldn’t be classified as milk at all.

The team at Armando.info uncovered that the CLAP initiative itself was enriching a close associate of Maduro’s — Alex Saab, the biggest contractor for the food program. The Armando.info journalists’ reporting ended up helping expose a vast corruption scandal that had benefited Maduro and other officials, spanning from Venezuela to Europe to the U.S. — and it ultimately made the journalists targets of the Maduro government. Facing threats, harassment and possible jail time, Deniz and some of his colleagues made the difficult decision to flee Venezuela. As a result of Deniz’s reporting, he has a warrant out for his arrest, his family’s home has been raided, and he has been sued for criminal defamation by Saab.

“I appear in the FRONTLINE episode talking about an investigation we did on the quality of food delivered by the government through the subsidized food program, and this story is one of several others involving corruption that we tell in the documentary, all linked to Alex Saab,” said Marcano Meza. “We have covered stories about Alex Saab since 2016, in particular my colleague, Roberto Deniz, who has led this investigation, but as a team at Armando.info it has marked us.”

In her master’s degree program, Marcano Meza is focusing on the study of data journalism and plans to take what she learns at Ohio University back to Venezuela to train fellow journalists so they can all improve the investigative work they are doing.

“I would like to learn a lot here and then go back to Venezuela to teach and train my colleagues to use data journalism and do deeper and better investigative work.”

"A Dangerous Assignment: Uncovering Corruption in Maduro’s Venezuela" premieres on Tuesday, May 14, at 10 p.m. on WOUB PBS and on YouTube, and at 7 p.m. on PBS.org/frontline, in the PBS App, and will also be available on the PBS Documentaries Prime Video Channel. 

Administrative Assistant

• Madison, Wisconsin
• SCHOOL OF EDUCATION/WIS CENTER FOR EDUCATION RESCH-GEN
• Administration
• Staff-Full Time
• Opening at: May 13 2024 at 16:00 CDT
• Closing at: May 29 2024 at 23:55 CDT

Job Summary:

The Administrative Assistant will work under general supervision, reporting to the Client Services Administrative Supervisor. This position will provide administrative support to multiple research projects. The work requires task management, attention to detail, accuracy, the ability to work with a diverse audience including principal investigators, project managers, business office staff, students, partners within the School of Education, and external parties such as state agencies or MMSD school district contacts. This role requires excellent communication skills, the ability to handle a variety of assignments, and the desire to provide excellent customer service to WCER projects and partners.

Responsibilities:

• 40% Schedules logistics and secures resources for meetings, conferences, travel, and work unit operations
• 35% Serves as a primary point of contact for individuals and groups, provides organizational information via phone, in person, and through other communication mediums
• 15% Prepares and audits complex records, edits documents, and reviews work done by others
• 5% Develops, sends, receives, copies, and distributes communications to the appropriate entities according to established policies and procedures
• 5% Develops, implements, and maintains methods and organizational systems directed at the maintenance of electronic/physical records related to work operations according to established policies and procedures

Institutional Statement on Diversity:

Diversity is a source of strength, creativity, and innovation for UW-Madison. We value the contributions of each person and respect the profound ways their identity, culture, background, experience, status, abilities, and opinion enrich the university community. We commit ourselves to the pursuit of excellence in teaching, research, outreach, and diversity as inextricably linked goals. The University of Wisconsin-Madison fulfills its public mission by creating a welcoming and inclusive community for people from every background - people who as students, faculty, and staff serve Wisconsin and the world. For more information on diversity and inclusion on campus, please visit: Diversity and Inclusion

Required H.S. Diploma

Qualifications:

Required skills/experience: * Skilled in the effective use of Microsoft Office software * Knowledge of various collaborative online platforms, including UW Box, Google suite and MS Teams * Experience with face-to-face and online meeting and event planning * Experience with data entry, management, and tracking * Excellent verbal and written communication skills to effectively engage at all levels of the organization * Excellent attention to detail * Ability to work independently and collaboratively within teams * Highly self-motivated and proactive in problem resolution * Strong prioritization of tasks and time management to meet competing deadlines Preferred knowledge, skills, experience: * Knowledge of UW policies/procedures related to travel * Prior experience with purchasing and procurement cards * Customer service/Hospitality skills

Work Schedule:

Schedule will be determined during the interview process.

Full Time: 100% It is anticipated this position requires work be performed in-person, onsite, at a designated campus work location.

Appointment Type, Duration:

Ongoing/Renewable

Minimum $24.00 HOURLY Depending on Qualifications Employees in this position can expect to receive benefits such as generous vacation, holidays, and paid time off; competitive insurances and savings accounts; retirement benefits.

Additional Information:

The Wisconsin Center for Education Research (WCER), established in 1964, is one of the first, most productive, and largest university-based education research and development centers in the world. WCER's researchers and staff work to make teaching and learning as effective as possible for all ages and all people. WCER's mission is to improve educational outcomes for diverse student populations, impact education practice positively and foster collaborations among academic disciplines and practitioners. To this end, our center helps scholars and practitioners develop, submit, conduct, and share grant-funded education research. At WCER, all employees share five fundamental organization values to guide the purpose and quality of our work and interactions within ourselves and our outside stakeholders. The values that the work and people of WCER strive to uphold are: - Innovation and Excellence. Continuous improvement is a driver for excellence. We innovate and improve in our work to advance education through leading research and development. - Equitable Education. Equitable education is essential to a healthy society. We aim to reverse imbalances and injustices in education through our work. - Affirming and Increasing Diversity. Individual differences and group diversity inspire creative and equitable outcomes. We actively affirm and seek to increase such diversity in our center. - Healthy Workplace. The well-being of our workplace enhances success for all. We commit to a workplace based on mutual respect and transparency. - Partnering Across Differences. Diverse backgrounds and expertise improve the quality of our work. We collaborate across disciplines, methodologies, organizations, and communities to strengthen our research and development outcomes. If you need to request an accommodation because of a disability during the recruitment process, please email [email protected] and one of our Division Disability Representatives will contact you. More information can also be found at https://employeedisabilities.wisc.edu/disability-accommodation-information-for-applicants/ .

How to Apply:

Please click on the "Apply Now" button to start the application process. As part of the application process, you will be required to submit: - A cover letter addressed to Maria Huckleberry describing how your experience and qualifications meet the requirements of this position - A current resume - A list with the contact information of at least three professional references A successful applicant will be responsible for ensuring eligibility for employment in the United States on or before the effective date of the appointment.

Becky Ohan [email protected] 608-262-5158 Relay Access (WTRS): 7-1-1. See RELAY_SERVICE for further information.

Official Title:

Administrative Assistant III(AD003)

Department(s):

A17-SCHOOL OF EDUCATION/WCER

Employment Class:

University Staff-Ongoing

Job Number:

The university of wisconsin-madison is an equal opportunity and affirmative action employer..

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Pop Culture Happy Hour

• Performing Arts
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Yes, Apple's new iPad ad is ugly and crushing, but art can't be flattened

Linda Holmes

A screenshot from the new ad for "the thinnest Apple product ever." NPR hide caption

A screenshot from the new ad for "the thinnest Apple product ever."

There is something so ugly about crushing an acoustic guitar. Making it buckle, making the middle of it explode in splinters. That might be personal to me, as someone who grew up with a dad who was what you might call a campfire guitarist — not a performer, just a dad who used to entertain us with songs like "Dark as a Dungeon," a little folk tune about the lethal dangers of coal mining. Maybe to you, it's not the guitar. Maybe it's the cameras or the vinyl records.

A little more than halfway through the new ad for "the thinnest Apple product ever," an enormous hydraulic press bears down on an acoustic guitar — and cameras, and records, and other things that hold reservoirs of emotion for people who make art. Paint, pencils, a dressmaker's mannequin, books, a wooden model of a person, a not-yet-dry clay bust, a video game cabinet. Everything is flattened under its power. But the most spectacular crushings are of musical instruments — that guitar, a piano, a drum set, a trumpet standing on its end until it gives way.

The ad — which Apple has since apologized for — is meant to communicate, I suppose, that this tiny, thin iPad can contain what is important from all these things. It can replace them all. You can make your music with it. You can paint with it. You can play games on it. You can take your photos with it. And it suggests this means you can finally destroy all those things that have been so burdensome, like massive pianos and messy paint.

But these are not practical items to begin with. Nobody owns a piano because it's practical; it's about the least practical thing you can own. It can wreck your floor. It goes out of tune. And if you happen to get a new place, you don't just need movers for it; you may need special movers. You don't own a piano to get from point A to point B in the most direct way you can. You own a piano for the reason we had one in my house: a person plays it. Someone sits down, as my mother did, and plays the "Maple Leaf Rag," and you can hear the pedals lightly squeak, and you can watch hands skitter across keys, and of course you are listening to music — but also, those are your mother's hands .

Of course, to be fair, the ad is also meant to cause controversy, because you do not crush beautiful things and offend accidentally. The ad says almost nothing about the iPad itself except that it's very thin; the point is all the crushing, the point is the ugliness, so admittedly, to recognize that ugliness is to serve the ad's purpose.

But its ugliness is also what proves the folly of its concept. The reason people will react as emotionally as they do to the vulgarity of the ad is precisely why the thinnest iPad yet cannot do what they say it will do. It cannot replace the things that people have, over hundreds of years, learned to carry and live beside, and to incorporate into their creation of what they hope will be beauty. Art is intertwined with humanity, with all its flawed dimensions, and the two cannot be separated. In the making of art, there is family, there are friends and collaborators, there is both fragility and permanence, and there is the passage of time. And there is physicality.

This romcom lets you pick the ending — that doesn't make it good

In our current environment, the ad plays as an extension of, or maybe a companion to, the idea that artificial intelligence — or what travels under that name — can take over the production of art: of books, of illustrations, of music, of films. We are enduring an all-out assault on the need for anyone's idiosyncratic individuality to be involved in the creation of art. It is an attempt to reduce creative acts to devices with the right capabilities, to the point where machines can make it all entirely without us. We will, in this vision, order a book or a film as we do a mass-produced piece of fast fashion, and as such, it will be cheap and disposable and reliant on the exploitation of labor.

But the very fact that Apple knew this ad would make people so angry is how you know this reductive approach to art is doomed to fail. The people who made this ad specifically chose to crush things that are valuable not only because of their capabilities, but because they are things that creative people imbue with meaning, that they save up for and hand down to their kids. Those things will not be replaced by iPads.

You can make beautiful music with an iPad; you can make beautiful digital art. But that art will be made alongside other music, other art, not stacked on top of the corpses of old violins. If you think of new frontiers in art as an opportunity to destroy sculptures or explode bottles of paint, you never understood art at all, and you never will.

In certain kinds of stories, "I am not worried" is the last thing you say before the monster devours you. But while I am worried about the economics of art and its creation, I am not worried at all that art made by humans will ever vanish or be replaced by the thinnest iPad ever. The gasp that went up from so many people when they saw that guitar explode, that sound came from the part of a human being that makes art. And that part instinctively understands that beauty isn't fixated on tech-world dominance. It doesn't demand to crush what is loved in order to chase the fantasy that you can fit everything that matters into the pocket of a briefcase.

This piece also appeared in NPR's Pop Culture Happy Hour newsletter. Sign up for the newsletter so you don't miss the next one, plus get weekly recommendations about what's making us happy.

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