Advertising Principles - Evidence-based principles

Commercials and Webcasts that illustrate Advertising Principles

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Principle 1.3.1 Provide information that customers need.
Title -Audi car ad for SuperBowl 2010 - 1:02

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Principle - 1.4.3 Show the price to be a good value against the reference price - Complies
Title -Famours Keeping up with the Kremplers beetle - 1:00

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Principle 1.4.13 Minimize price information for new products - Complies
Title -Hyundai Genesis introduction - 0:34 –

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Principle - 2.2.1 Show that the product is widely used - violates
Title - Reebok UBU - 1:00

Principle - 2.2.2 Focus on individuals similar to the target market - Complies
Title - Whose is this - 1:17

Principle 2.2.2 Focus on individuals similar to the target market - Complies
Title -The Bystander Effect - 3:36
Updated on - July 12, 2011

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Principle - 2.4.1. Attribute favorable behavior or traits to the target market - Complies
Title - Apple 1984 - 8:14

Principle - 2.5.1 Associate products with things that are favorable and
relevant to the product - violates
Title - 101 year-old grandma - 0:29

Principle - 2.5.1 Associate products with things that are favorable and
relevant to the product - Complies
Title - Norway Tram - 0:44

Principle - 2.5.1 Associate products with things that are favorable and relevant to the product - violates
Title - Herb the nerd - 0:31

Principle 2.5.1 Associate product with things that are favorable and relevant to the product - Complies
Title -Nescafe Gold Blend Campaign UK, 1980s: 11 commercials each 0:30

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Principle 2.5.1 Associate products with things that are favorable and relevant to the product - Complies
Title -Guinness on St. Patrick's Day: 2:35

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Principle - 2.1.2, 2.2.1, 2.5.1, 2.6.1 Influence principles - Complies
Title - Waste Management - 7:49

Principle - 3.2.1 Sign an ethical standards statement for each ad - violates
Title - Volvo safety - 0:28

Principle 3.4.4 Encourage people to anticipate their guilt if they ignore
reasonable advice - Complies
Title - Always wear a seatbelt - 0:31

Principle 3.5.1 Consider a threat related to likely or severe consequences
that can be avoided – Complies
Title - Lyndon Johnson's Daisy - 1:02

Principle - 3.6.1 Provoke customers only when it attracts attention to a
selling point - Complies
Title - Gun amnesty - 0:48

Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point - Complies
Title - Bungee jumpers - 0:56

Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point - Complies
Title - Berkeley Bake Sale - 2:03

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Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point - Violates

Title - 10:10 "No Pressure webcast" - 4:00

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[Caution: Contains graphic violence, so you may want to skip this]

For reactions by a skeptic, the public, and 10:10 - click here - 6:20

Principle 4.2.1 Link the product to positive situations
Title -Volkswagen Fun Theory (Stairs) 1:48 – Complies

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Principle 4.2.1 Link the product to positive situations
Title -Volkswagen Fast Lane (Stairs) 1:42 – Complies

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Principle 5.1.2 For products offering clear benefits, consider distraction only if the message will be understood

Title - Hayek vs. Keynes Rap: Complies - 7:33

Principle 5.1.2 For products offering clear benefits, consider distraction only if the message will be understood
Title - Hayek Vs. Keynes Rap Round 2: Complies - 10:10

Principle - 5.9 If resistance is expected, use indirect conclusions when the arguments
are strong and obvious (overheard conversation) - Complies
Title - Global warming explained - 6:30

Principle - 5.10.1 Use positive innuendoes when there is some basis - Complies
Title - Volkswagen snowplow - 1:00

Principle - 5.10.1 Use positive innuendoes when there is some basis - Violates
Title - Frog ad by Greenpeace - 1:20

Principle - 6.1.1 Describe a problem and show how the product solves it - Complies
Title - Alaska Airlines - 0:30

Principle - 6.2.1 Demonstrate product benefits - Complies
Title - 3D Printer - 4:27
Updated on - July 12, 2011

Principle - 6.2.1 Demonstrate product benefits. American Tourister: Gorilla
Title - TV Commercial film for American Tourister Luggage - 0:30

Principle 6.2.1 Demonstrate product benefits - Complies
Title -Timex: Acapulco cliff diving 2:23

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Principle 6.2.1 Demonstrate product benefits- Complies
Title -Union Carbide Super Insulation: Watch the birdie 2:00

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Principle 6.5.1 Consider endorsements by customers
- Complies (but fails on music)
Title -LegalZoom 0:32

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Principle - 6.8.1 Use comparative advertising for brands that have clear comparative
benefits and a small market share - violates
Title -Pepsi-coke science- 0:45

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Principle - 6.8.1 Use comparative advertising for brands that have clear
comparative benefits and a small market share - Complies
Title - Vista vs. Mac - 0:32

Principle - 6.9.1 Consider negative advertising when there is only one major
alternative to your brand, and it has serious shortcomings - Complies
Title - Apple - Trust me - Vista - 0:30

Principle - 6.9.2 Attack ads should employ objective information,
not emotion - violates
Title - Lemmings - 1:03

Principles 6.1.1, 6.2.1, 6,5,1, 6.11.1, 6.13.2 - Complies
Title - Ansett New Zealand - 4:09

Principle 6.17.3 Make action steps immediate, easy and low risk - Complies
Title -Volkswagen's Fun Theory< (Bottle bank) 1:37

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Principle 7.5.2 Do not violate tastes or standards - Violates
Title -Groupon< (Tibet ad for a restaurant) 2:00

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Principle - 7.10.1 Illustrations should support the basic message - Complies
Title - Jeep - go anywhere - 0:30

Principle - 8.6.1 Attractive visuals. Coal: Real Fires: Dog, cat & mouse
- Complies (Described on PA 228)

Title - Real Fires Advert - 0:30

Principle 8.6.1: Consider using visuals that create favorable associations
with the product - Complies
Title -British Coal Ad: Real Fires 0:28

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Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - Complies
Title - Pepsi date - 1:17

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - Complies
Title - Bud-wiser frogs - 0:28

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - violates
Title - Isuzu - 0:29

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - Complies
Title - Wendy's daywear - 1:00

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - Complies
Title - Where's the beef - 0:30

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - violates
Title - Norway Dagbladet - 0:44

Principle - 8.8.1 Consider using humor for well-known, low-involvement
products - Complies
Title - Pepsi-Coke diner- 0:59

Principle - 8.8.2 Consider humor for high-involvement products only if relevant
to a simple argument - Complies
Title - Ikea - 0:36

Principle - 8.8.2 Consider humor for high-involvement products only if relevant to a simple argument - violates
Title - Flight instructor - 0:48

Principle - 8.9.1 Use sex only when it has relevance to the product - Violates
Title - Miller cat fight - 1:06

Principle - 10.1.2 Emphasize the product or message - Violates
Title - Infiniti birds - 0:30

Principle - 10.1.4 Use short "supers" to reinforce key points - Violates
Title - Subaru autos - 1:01

Principle 10.1.5: Make the closing scene relevant to the key message: Violates
Title - Hummer Giants 0:32

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Principle of the day:

8.9.1 Use sex only when it has relevance to the product

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