'
HEADLINE: David Oglivy Copy Strategy
The big main idea about this ad is that its trying to convey the simple message that a Porsche is the car of any young man's dreams be it young or old. It also highlights that the car is seemingly eternal and its charm was good then as it is now.
David Oglivy focuses on 3 major aspects as said earlier in question 1:
1) Good sense of humor
2) Aesthetically inclined – both visual and verbal
3) Empathy for people’s needs
He focuses on making the ad more fun and exciting as well as making it memorable to those who read the copy of the ad itself, this in turn helps create more awareness as well as instills a sense of enticement to fellow would-be readers of the ad which ultimately increases overall brand renown and might even lead to a purchase or two.
Newly Created Copy :
Headline : A True Time Machine.
Bodycopy: Porsche's 911 can't change your past, but it can help shape your future. They always said living in the present is important so why not do so in a Porsche 911 with comfort and style that transcends even time itself.
Call To Action: Clock's Ticking.
Written By : Ahmad Azrul
From the ad, i could feel the fun and excitement that the advertiser tried to give. And it made the customer think about it. But in some point, i feel that some people can be offended with the copy, since not everyone is a Porsche fan. Maybe the advertiser can just said without mentioning any other brand. So no one would feel offended. However, the copy from the ad actually conveyed a clear and direct message to the customer especially the youth. It could also give them a motivation to work hard.
ReplyDeleteIn the newly created copy, maybe we should put more interesting description in the body copy to make it more convincing. And i like the call to action for this product. For me it gives a thought that the product is limited and for whoever that wants to own that need to hurry up since the clock's ticking.
Based on Ahmad's post I feel that he had delivered the message to me more clearly than the advertisement itself. I guess many people and me myself too will never dream to own a Porsche someday. The advertisement was trying to create an image where Porsche too, can be an affordable car just like Nissan or Mitsubishi car. According to the body copy the advertisement is trying to tell people that they shouldn't limit their dreams and they too can work hard and buy a Porsche. The sentence of ' we are making it very affordable for you to drive one ' is portrayed in such a way that they might be making this car at a more economical price for people of different classes being able to own their very own Porsche too. The entire advertisement makes people believe that they should not be aiming for other brands but only Porsche.
ReplyDeleteWritten by: TANG SOON YEE, Joey
This comment has been removed by the author.
ReplyDeleteI feel the headline of David Oglivy not only has a good sense of humor, it also quite motivated to encourage the young man to own their dream car. But like what Maya mentioned above, it really seem inappropriate to clearly states the other competitor names in the advertisement. As I feel the ad is indirectly criticising Nissan and Mitsubishi.
ReplyDeleteI feel the headline "A True Machine" also quite interesting as if I am a consumer, I will curious how the time machine relate to the car advertisement. So, I will continue read the advertising. Beside that, instead of put "Clock's Ticking" as call of action, I prefer the words that clearly convey the message to the consumer. Maybe like can change to "own it now or just dream it". Although the bodycopy is short, it already clearly states what the message want to convey to the consumer.
Written by : Elyza Ee Hui Yee
In my opinion, David Oglivy stated the right points in doing an ad. He always makes ads interesting and fun. like what Ahmad said
ReplyDelete