Temat: Emotions - how to grab the audience's hearts, souls and...

Ze specjalną dedykacją dla wszystkich członków "Angielski w Biznesie"
pracujących w, bądź mających do czynienia z branżą reklamową.

Enjoy.

"Donald Draper had no idea that coming to work that day he would make such a brillant performance to his next prospect account KODAK and their "revolutionary" carousel projector.
He gently lid up his cigarette, switched off the lights in the conference room and started the show.
Show on emotion that would make him and his agency a ton of money."

This is my description of a great scene from a great show - Mad Men.



It takes you back to the 1960s America, where Advertising Agencies where booming
and killing over each other to get clients, awards, fame and money, which has not changed since then
as all of you working in agencies know :)

WATCH THIS CLIP FIRST
http://www.youtube.com/watch?v=suRDUFpsHus

The point here is,in the clip above Donald Draper, an account manager of Sterling Cooper Advertising Agency in the show has captivated the attention of his Kodak clients.
Now, he didn't have the flashy Internet, modern projectors, High Definition videos back then,
he used their projector and told a story.

It might be a concept that all of our ad/marketing members know too well, but its worth reminding,
check it the next time you are watching commercials during your favourite TV show.
So many ads just don't make sense and fly by us, while others are engraved on our minds.

Ok, enough "doodling", back to the moral:
"In your everyday work (especially advertising) try hard to use emotion like laughter, fear, awareness, pity or admiration.
And not because this will make us buy things, but it will remind us that we are still human,
not the machines of systems that run on money."

Any thoughts, personal experiences or opinions of our advertising members crowd? :)
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Below I am copying in definitions of some of the words used above:



USEFUL VOCABULARY:
1. Prospect account - potencjalny klient, słówko często używane w branży reklamowej
2. Captivate - oczarować, ująć kogoś
3. Tell a story - opowiedzieć historię
4. Commercials (używane w USA) inaczej Advertisements (wersja UK) - reklamy
5. Fly by -przelecieć, przeminąć, też jako nie zrozumieć np. "It just flew by me, can you repeat that?"
6. Engraved - wyryć, wygrawerować, tutaj jako utkwić w pamięci (engraved on our mind)
7. Doodle - kreślić esy-floresy bądź tutaj gadać nie na temat :)Krzysztof Dargiewicz edytował(a) ten post dnia 20.04.12 o godzinie 13:40