The objective statement from the creative brief states: advertising
will convince busy pet owners that installing a pet door will provide
stress-free pet care during the work day that mechanic doors cannot. The
advertisements cause the consumer to recognize hardships that could be
erased by purchasing a High Tech Power Pet Dog Cat Door in a backward
and comical way, therefore achieving the objective statement.
To ensure cohesiveness amongst the three advertisements, the theme
is achieved primarily through the visuals. Individual headlines and body
copy are written based on the photographs, but the visuals will be based
on “the wall of shame.” Cohesion is achieved through the following three
images: the wall of shame written across the top, the background as
wallpaper and the image surrounded by a frame. While they may differ
between ads, the overall concept is clear.
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