Thoughts on my new idea

From the feedback session I got the suggestion to revert back to one of my older ideas of 'Blank Advertising' but with some changes, that being the fact that I would create a new brand to advertise for that would have no previous associations with it. All of this would be done to take away the influence both the brands themselves and their advertisements have on us as the consumer.



As examined within my essay, the Coke advertisement 'open a Coke, open happiness' is an example of an advertisement that uses clever catchy slogans that promote the idea that this product could improve your life in some way (Leonard 2010). I've noticed that there is a reoccurring theme throughout the fizzy drink advertisements, which is that they all suggest ideas of improving your life in some way or another. As the Pepsi ad below directly says 'Refresh your world', suggesting that the Pepsi drink could do exactly that. It's for this reason that I think producing a new brand of drink(s) but using this style of 'Blank Advertising' could be a good way to set an example, not just to other drink brands but also to other product brands.

The Coke ad below also plays on our needs of companionship by suggesting to share the drink with friends and family, creating an association of lovingness that would normally shared amongst family and friends now associated with Coke.

My aim is to create a no frills brand that promotes what the product is and nothing more, promoting it based upon what the drink is. The advertising to go with it will be blank, only showing the product as opposed to using slogans, endorsements etc. to sell it to consumers. Almost like in a way turning a new leaf in the world of advertising, a fresh start.

Sources:

Leonard, A. 2012. ‘The Story of Stuff. New York: Free Press. 149.