Before I let you go crazy on this last assignment of the
term, a few thoughts inspired by the pages of your last two. Random thinking of style/language of concept:
If you’re aping a known style of writing/voice/attitude,
exaggerate. Overwrite, then whittle to
the point of ridiculousness during the edit(s).
Our prospect may not be as into the small details of writing late night
(think Shamwow) styled spots, so we need to exaggerate the form to its highest
art (read “clichés”).
Keep it visual.
Example: this sparse but powerful
vision penned by Dr. Hunter S. Thompson in Fear
and Loathing in Las Vegas. “...meat
hook realities…” Can’t you see the poor
guy facing that bloody mess of an environment?
That’s him, third hook to the right.
Style needn't be an official Style. Advertising is fashion. In all its forms, agencies keep producing – no,
reproducing
– work that cycles like a Jennifer Anniston hairstyle. The first time you see it, it’s
brilliant. Give it a few weeks, watch an
entire creative genre start, build and die like lapels and hemlines. Work growing to fashion will dictate
advertising style for the next few
years.
When you use a particular style, everything must be in that style.
One slip, you’re toast. Your features
and benefits may not have existed in the Dark Ages, but must be put in Gothish
English/mocking modern style. Your roadster
may sport z-rated Pirellis. In Styleland
your wheels were carved and installed by the well-known blacksmith, Enzo
Pirelli.
Don’t worry about
toning it down. Worry about using style
as an excuse to ignore content/creative strategy. The more you edit, the more the closer to
what’s right you’ll be. The chain of
approval will let you know what’ll fly politically. Your Kamikaze Prospect Definition will let you
know how far you can go and still stay within the prospect’s comfort, interest/understanding
of your stylistic approach.
Language of Concept
most easily falls out of your concept (driven by a killer KKF, no doubt). It must catch your prospect’s mind, ear and
imagination in the private language of those who share some common experience/appreciation/sense
of humor/sense of adventure/love of Sci-Fi/Damon Runyon street thugs/Justin
Bebier. When it’s right, there’s rarely
a choice.
Whatever your muse, LOC forms almost on its own. Not until the edit edit edit do you nail it –
taking out/putting in those semantic, grammarian/non-grammarian details so
important to hearing exactly what you say.
ON TO THE CIRCUS ASSIGNMENT: The Circus
students taking my class this term are required to do this. Anyone else reading is more than welcome to
play along. Consider it as a reminder why we
do this.
This is the last new assignment of the term. Thursday afternoon’s live class is the
deadline for this and all your final revisions of copy, lines, KCWPs I have
asked you to revise. Hard copies, all attached to each other somehow, please. I have copies of
everything you’ve done, so all I want are the final edits and this assignment. If I told you something was final, include it, labeled "Final." Don’t forget to exchange work for classmate
edits.
Hopefully, this one will amaze, amuse and frustrate the heck
out of you:
One paragraph,
written in your choice of three different styles. Same KCWP, same copy, translated for
the same prospect in three distinctly different
styles. Each must include at least two
features/benefits. If there are more
than two, use two in one style, two different ones in another, up to the six
most important aspects in the minds of the prospect.
Here are some styles you might consider:
Murder mysteries
– old English, modern, Nancy Drew/Hardy Boys, Dashiell Hammett, Miss Marple,
Sherlock (Holmes or current PBS model), Berretta (stupid bumbling mumbling
detective solves all), Dick Francis – whatever mystery style you want.
Romance novels. Contemporary, historical of any period, but
must be correct to its events, attitudes, Prospect Definition and importantly, style.
Humor – all genres,
all styles. Can be of any attitude,
semi-rude language, but must be Prospect Centered and conform to realities of
product, style. Sarcasm, overly dry or
intellectual, political - which will best translate your message in a language they
not only understand – but appreciate, find interesting, enjoy. Most importantly, read and be motivated by your
message and the way it’s presented, remember it.
Parody – be careful. Do not
insult, make fun of, vex or otherwise rise the ire of your Prospect. Make sure you’re not too dismissive with your
product.
Lawrence Ferhlingetti. I
suggest (and highly recommend) A Coney
Island of the Mind.
Anyone famous with a distinctive way of dress,
speaking, point of world view. If
they’re famous you can pretty much imitate anyone you want. What a concept!
I think you get
the idea – there are gazillions of styles – recognizable styles – out there. Pick three.
Your only limitations are always Prospect First. Not your own ego/ambition. Beyond Prospect approval there may also be
varying tolerances of agency and client agendas to consider on the job.
For those still reeling, try this.
- Pick a Prospect
- Pick a product with at
least two strong features/benefits. A product
used/coveted by your Prospect.
- Write a KCWP. The only differences a style might
command in your KCWP, if you have enough features/benefits to use two different ones in
each style. In this case your
Promise/Reasons Why may differ with those using different F&Bs.
- Push your KKF. Make sure it’s something the Prospect(s)
all hold in common, some truth you can bend to the will of your Prospect,
style, product, etc.
- Concept, using different
KKFs (fully pushed, then pushed some more) until you have a concept you
can express in three distinctly different styles.
- Write your
paragraph in plain English first, as simply and ordered as possible.
- Translate that paragraph
into each of your three styles.
- Almost forgot: Post your favorite paragraph in this blog's Comments. Let's share.
- Oh – and don’t forget all
your final revisions are due, too.
Looks like I will be down for a live class this Thursday
afternoon. More details after I speak
w/Janie. Have fun.
There’s a special kind of magic that can only be found at the cinema. In the dark of the theater, faces take on a special sort of beauty lent to them by the glow of the silver screen. For a little while, everyone’s in another world and alone whether they came in with someone or not. Then the credits roll, and reality returns. The house lights flicker on and the audience blinks at the sudden harshness, fumbles for their belongings. They return their seats upright and set their now empty cocktail glasses down, magic-less until they return to AMC Cinema Suites.
ReplyDeletePRODUCT: Ernie Ball Guitar Strings
ReplyDeleteKKF: 99% of today's DJ's simply press play on their iPods and call it a concert. What happened to music?
STYLE: The Modern God of Rock N’ Roll
COPY:
What in Hendrix’s name is going on down there? I went to the little Rock Gods room for a few years look what happened. People actually call that computer generated garbage music? A 3-year-old could play a sold out Madison Square Garden if pressing play on an iPod is all it takes. You guys need help, for Slash’s sake. Here. Take these Ernie Ball guitar strings. I specifically created them to melt faces. Ask Clapton or Jimmy Page. Both heavy users. Their beefy tone will literally make you bow to me. Get out there and spread rock. Or else the next generation of music will be called the Annoying Television White Noise with Snare Drums and Other Random Sounds Generation.
Product: Stone Summit Indoor Rock Climbing & Fitness Center
ReplyDeleteProspect: Guys in their 20's
Style: Inspirational (think Nike/Dick's Sporting Goods-esque)
Real champions only know one direction. Up.
It takes a special kind of stubborn to rise above the rest, push through the shaking muscles, self doubt. Home of the nation’s largest indoor rock climbing gym, the walls of Stone Summit challenge climbers to reach their peak then go higher. Come feel the rush for yourself as you look sixty feet down upon your defeated enemy- the ground.
TAG HEUER WATCHES
ReplyDeleteProspect: 30-40 year old entrepreneurs who care about their business more than anything else.
WAR INSPIRED STYLE –
Another day, another battle won. The executives line up euphoric in triumph. The leader stands tall, addresses his troops. Mesmerizing them with his vision of purpose. His hands move with pride. A glint of steel catches their eye. He’s won, he’s won again. Blazing through business obstacles, with his weapon of choice. The revered. The invincible. The Tag Heuer.
Headline: Where we are today
ReplyDeleteStyle: Written comedy, Elmore Leonard
Aye. Shelly. Come get the kids before I feed ‘em to the gators. Do that trick with the pacifier or something, I don’t care ‘bout their age! Ok, fine. Give them anything it’ll take to make ‘em shut it. I mean, this is worse ‘n a hurricane smackin’ me in the face- WAIT, how’d ya do that? A&W Root Beer floats, man I remember those from the good ol’ days. Woman, you must be smarter n’ a whippersnapper, those drinks are the perfect cure all.
Maybelline Superstay 24 Lip Color
ReplyDeleteIn the style of Tammy Wynette’s “Stand by Your Man”
It can be hard to stand by your lip color when it’s not Maybelline Superstay 24. Anything else feathers, bleeds, makes you blue. It runs around on you, caught red on wine glasses and cheeks. Superstay 24’s thirty longwearing shades may have you up and wishing you hadn’t already committed to a color. But you’re a loyal woman who’s proud of her smudged, imperfect lips. Cause after all, it’s just a lip color.
Ha ha, wow, I completely forgot about this part.
ReplyDeleteProduct - R.A.T.9
Style - The Borg
Subject: PC Gamer. Reflexes exceptional. Efficiency hampered by ineffective input devices. Recommend immediate upgrade with R.A.T.9 unit. Specs: 9600 dpi, ideal precision. Calibrated weight and size for subject. Estimated effectiveness increase: 42.3%. Expected result: compete domination.