Findings, Inside Voice, Nerdery

A model for creating great advertising: inheritance, product, pretending

A model for understanding the key ingredients of great advertising: inheritance, product, pretending.

Have I’ve spoken to you about this before?

If so, now I’m following up with some early-stage draft ideas. If not, here’s the background.

I’m working on a bit of a model for creating great advertising.

My idea is that great advertising emerges from 3 things: an inheritance, a product and pretending. The image above presents a conceptual model.

The idea rose from reading this post by Russell Davies on pretending.

When adverting can hit the middle of this model, it succeeds. Big time.

The trouble is: everyone has their own version of the above model in their head. That’s what makes good advertising so tough to do.

Everyone has their own frame of reference (inheritance), usage patterns (product) and imagination (pretending). So everyone’s experience of the advertising is different.

Okay, that’s assumed. But can this model help us understand the ingredients needed to get beyond that unique experience and to a common experience?

That’s what I’d like you to help me with.

I’m trying to work out some clever, salient things to say that make sense of this idea and this model. I’d love to hear what you think about the model overall and about how useful it is.


(and comments way below too!)


Using Hip-Hop Slang Incorrectly by Chuck Klosterman

One of my original aspirations for this website was to use hip-hop slang incorrectly, mostly because that tends to really annoy humorless people. However, most of the time I can’t figure out what hip-hop slang is supposed to mean for real, so my attempts to use it incorrectly might inadvertently result in me using those terms in their proper context, which would just make me look like one of those misguided Caucasian idiots who talk too loud in bars. For example, on the track “Hip-Hop is Dead,” there is this line where Nas says, “Grinding, hitting Brazilian nines from behind.” He says it twice in a row. For the longest time, I had no idea what this meant. But then my friend Laura – who, weirdly, also works for Simon & Schuster – deduced that Nas was implying that he was having rear-entry intercourse with various Brazilian supermodels who were almost (but not quite) perfect 10s. It all seems so obvious now, but I had no idea what that meant for over a year. Oh well. Problem solved.

Chuck Klosterman from the hot promo action for his new collection of essays Eating the Dinosaur, which I recommend, strongly.