I like the way you talked about the Volkswagen's and the Amertican Tourister's Ads. That's how we should learn - think > talk > share > rethink > ???
Now it should not be difficult to understand this Ad-Rule.
The rule of Irreverence tells us that satire works in communication because it just gets into the sceptical consumers about the sincerity of the advertising (remember most of them do not believe in ads). Audience are always ready to laugh at your ads, because they are becoming more cynical. So if you can offer them a laugh with a bit of naughtiness and satire with a degree of irrevence, it will generate a rewarding communication between the brand and the consumers.
2 comments:
haha..that's great~But how can we prevent audience repulsion when we using such Irreverence and critical way?
Remember the rule of relevance? As long as the story in the ad is relevant to the consumers, then we can apply irreverent ideas which is characterized by their disrespectful, impudent, cheeky,satirical and provocative nature. The golden rule is to make sure your irreverence isn't irrelevant. So the gorilla was relevant to the strength of the suitcase.
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