Media and The Message

by Nicholas G. Licata, M.A.

Building Advertisements [Back to Columns]

Writing makes me hungry. So while I was sitting there trying to put into words the process of creating successful advertisements, I got to thinking about sandwiches. It was at that moment that it all came together.

The deli, by my house makes a fantastic hero. They start with a fresh baked hero roll; add rare roast beef, sliced thin; shredded lettuce; garden fresh beefsteak tomato; finish it with salt, pepper, and too much mayonnaise for the best sandwich I have ever eaten -- every time.

The way they make their sandwich is as important as what they put in it to the overall impact of the finished product. Each ingredient is added in such a way as to compliment all the others and keep me coming back.

For example, a neighboring deli doesn't shred the lettuce. When I bite into one of their sandwiches, the slippery surface of the mayonnaise coated lettuce leaf causes the entire contents of the sandwich to slide out into my lap. My deli's process of shredding the lettuce, makes it a better foundation for the tomato and creates a sturdy medium to carry the mayo. But, I digress.

So, how is all this related to successful advertising? Like a good sandwich, the parts of an advertisement should work together to create a message that will have the most impact on audience members.

Suppose you are creating a testimonial ad. The first thing you do is find someone you think will be recognized and will be a credible source of whatever information you are asking them to present. Is that it? Are you to be satisfied with them saying "Use this product because I do."? Of course not.

You need to take it to the next level. By adding some facts to your ad, you can reinforce the person's testimonial. "Use this company's program because it helped me achieve great success; increased my stamina; made me more attractive; cured my hiccups, etc."

Finished? Why stop there? Wouldn't it be better if your facts were reinforced by an emotional appeal? Sure it would. Maybe you can show your endorser sitting in her Jaguar, holding his child, helping another person, or in any other situation that will play on your audience's desires for wealth, love, happiness, etc.

When you are finished, your advertisement will be more effective than had you just thrown together some text and pictures to satisfy the space requirements of your local newspaper.

Successful communication, like finding a good sandwich, requires constant vigilance. You've got to consider every aspect of every message and how those messages work together. You have to send your messages and then evaluate how they were received and interpreted so that you can adjust future communications accordingly.