Friday, August 24, 2007

Make it "Pop"

Why is it that when AEs are talking to graphic designers and art directors about an upcoming print ad, they usually ask for something that "pops"? It's their favorite art word - and yet it doesn't mean anything. Then they turn to the copywriter and reiterate how important it is that we "include a strong call to action." I think I'm going to write a call to action that says, "We call you to action!"

Hurry act now don't wait supplies are limited call now don't wait run don't walk log on to click on don't wait another day

And before some snide weasel comes along to tell me that advertising is not about art, it's about sales - thanks, I know.

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  • I hate the word "sexy," as in don't-worry-we'll-make-this-sexy.


    Anyways. I hate ambiguous terms like that because the person usually knows damn well what they want and I apparently haven't perfected my mind reading abilities so that I can figure it out.

    By Blogger Thinking In Vain, at August 24, 2007 at 11:07 AM  

  • i think the root problem is when aes are talking to graphic designers and art directors about ads. they should not be discussing anything besides potential media placement, budgets and schedules. you want the ad to pop? start with a popping brief. otherwise, shut the fuck up.

    By Blogger HighJive, at August 24, 2007 at 12:38 PM  

  • I got a question. What other word would you like to hear, rather than pop? I've noticed a lot of AE's around my office using that word like it's going out of style, but what could you replace it with? "Stick out" - too long! "Jazz-it-up" - to long and retro.

    Oh, "we need this ad to flare!" Your choice rocket man - Pop or Flare!

    By Blogger Josh Shaner, at August 24, 2007 at 4:02 PM  

  • Josh:

    I think the correct answer is what HighJive said above. Any art direction from an AE is resented.

    But since it is human nature to help out, and since I know everyone is a creative, try "sizzle," "sexy" or "rock."

    By Blogger Jetpacks, at August 24, 2007 at 5:07 PM  

  • This comment has been removed by the author.

    By Blogger Make the logo bigger, at August 24, 2007 at 9:11 PM  

  • OR, for that special passive-aggressive consensus-laden AE in your life:

    “Hmmm, it needs something, I’m just not sure what. Whatta you guys all think?”

    I think you need to leave it the fuck alone. Followed by us.

    By Blogger Make the logo bigger, at August 24, 2007 at 9:12 PM  

  • I am now counting the days until I see ad copy that actually ends with "We call you to action!" Please make that happen.

    By Blogger Irene Done, at August 25, 2007 at 10:29 AM  

  • What does it matter? Once the budget has been cut to nothing and they amble off to the idiot "art", I mean stock buyers, it looks like everything else out there anyway.

    Hmmm, that sounded way more bitter than I meant it too. I'll be better next week.

    By Blogger Moda di Magno, at August 25, 2007 at 4:20 PM  

  • Reading this post and comments, and others like it over the years, I'm amazed how the ad agency experience is so uniform, as if the same cast of characters and script is being rehearsed every day at every agency in the world.

    By Anonymous captain flummox, at August 26, 2007 at 8:11 PM  

  • captain,

    every industry has its consistencies and constant components. if you've been watching mad men on amc, you'll see these same conversations taking place.

    on abstract levels, the same conversations play out in nearly every business, from lawyers to fast food workers.

    By Blogger HighJive, at August 27, 2007 at 9:17 PM  

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