Learn persuation in Advertising Classes

Advertising classes as art classes.  They really are the same thing the way these classes are marketed to students.  One way to check this theory is to look at the man called the “Father of Advertising”, David Ogilvy said about it.  “Advertising is the art of emotionally persuading people of their need for a particular product.”

The emotional appeal today seems to related almost entirely to the visual arts.  There could be a couple of reasons for this.  The cost of producing visual media is high, drawing much large commissions and fees for the agencies.  The same can be said for photo shoots in regard to expense.  Many agencies today spend an inordinate amount of time pursuing the visual to the exclusion of selling the product.  This way of doing business makes advertising classes focus their time on visual art.

Here’s the problem with that premise.  Visual can mean so many different things to people.  The message a creative director thinks he is sending with a video or photo may be very different than the one received by the general public.  Failure to persuade properly is the same thing as failure to persuade at all.

As you consider advertising classes and their costs, keep in mind what you are going to get from the expense.  You will get a great working knowledge of video.  Probably a solid feel for how photo shoots and layout works to enhance a brand profile.  What you will need more of that is unlikely in this environment is a great grounding in persuasive copy writing.

This also goes for writing that occurs in PR (public relations) classes.  When you see the efforts in PR made by companies today, it tells you there is a lack of persuasive writing being taught.  Google is a great example in how writing is the key to a large income.  Most of the money made by Google comes from persuasive 25 word text ads.  No fancy photos or videos.  Words used to persuade.

Advertising classes are a great way to add the visual arts to your tool bag.  Don’t forget words are your ultimate weapon in a battle to persuade.