Advertising Exercises (Creative Advertising, Mario Pricken)

Advertising exercises from Creative Advertising by Mario Pricken

Negative to positive

Look at the product/service from every possible angle and make a list of its weak points. Go into detail and note down all the things that the client would never want anyone to notice about it.

• What's bad about the product?
• What are its most obvious disadvantages?
• Why might you decide not to buy it?
• What could be off-putting to the target group?
• What is ridiculous about the product?

Take each negative item on your list and ask yourself how it could be turned into a positive.