The creative content for this ad campaign is based off of pleasure. The feeling that you get from eating a Chips Ahoy! Cookie."On the other hand, comparing a product or service to something different from it-a feeling, a sensation, or another type of experience-can be a strong premise for an advertisement; it has the potential to be extremely effective and memorable." Associating eating a cookie with indulging, and associating the experience of eating a cookie gives feeling to the advertisement. By doing that, the audience will better remember the ad. The next time they see Chips Ahoy! cookies, they'll remember the ad and associate it with the pleasure of eating a really good tasting cookie. "Most creative professionals would agree that when one-the line or visual-is the "star" or "hero" of an ad, then the other should take a supporting role. If both visuals and words are competing for the consumer's attention, then it may cause confusion or a power overdose." The tag-line of this advertisement takes the roll of the star. The supporting role of the advertisement is the graphic, along with the company logo and more text. The tag-line pulls the whole ad together, if there were no tag-line the ad would be kind of a cliff hanger. An open ended advertisement that wouldn't get the message across to the viewer. The graphic and other text supports the star of the ad, sitting next to the campaign tag-line it completes the story and message that this advertisement is giving off. "Visual-driven ads are those in which the visual carries the weight of the ad message or in which there is no copy other than the sign off; the visual captures the viewer's attention first." This advertisement is mostly all visual. It includes the tag-line and other supporting text, but the majority of it is a visual. People have their own problems, and concerns in life, and reading an ad in a magazine is definitely not one of them. So I thought making this advertisement mainly visual it would be more likely for the viewer to stop and look. Compared to a page full of text telling you to buy buy, and buy, I felt that a strong visual ad with a meaning behind it would be more affective. "However, it is sensible not to rely on the body copy to transmit the principal message. The line plus visual should communicate the primary message, and the body copy supports that message and adds to it." The tag-line, text, and visual come together to help communicate the message. Relying on nothing but text for this advertisement wouldn't have interested me, and if it wouldn't have interested me, how many other people would feel the same way? "The structure and individual characteristics of a typeface matter greatly to communication and how well any typeface will integrate with the characteristics of an image." Since this advertisement is mainly visual with little text I had to make sure that the graphic didn't over power or seem too dominant over the tag line text. I decided to make all of the text in this ad bold and big. Display texts are always good to put in ads. It stands out, and isn't a lot to read if you put just enough. "By creating an image, you create an original, and you have control of what is depicted in terms of: media, colors, textures, angel, point of view, setting, and so on." Creating this ad needed originality. All of Chips Ahoy! customers have similar advertisements, so this one needed to be different. Targeting adults couldn't be done by having another animated advertisement. Creating a situation that is implied in the ad is something totally different, a different way to advertise a cookie brand than ever before.
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