So, what is the difference between Graphic Designers/ Architects and Advertisers?
Originally I thought it was simply based in philosophies. Artists want to entertain and Advertisers want to sell.
However, life, nor this concept, are quite that simple.
3 Advertisers being looked at: Bernays, Reeves, and Ogilvy, have different ideas, but all of them with similar characteristics.
Reeves:
Reeves is known for hard selling. He finds, exploits, and commands a presence to a particular part of a product and sells it in some of the most memorable ways possible. (Example is his Anacin commercial that gave the example of a pounding headache and used Anacin as the cure)
Ogilvy:
Ogilvy is known for a softer approach. His approach was subtle and story telling. Instead of pummeling our minds with a harsh idea, Ogilvy made a product memorable over time because it propositioned us, and brought us in gently.
Bernays:
(To be honest, I thought his blatant use of his Uncle Freud's work was disrespectful, but I digress)
Bernays used the principles set down by his Uncle Sigmund Freud in attempt to control the human psyche. Freud proposed that human beings have 3 bases (ever feuding) in our consciousness. There are primal urges that are battling our logical human sensibility and there is our neutral go-between. Bernays thought he could exploit our primal "ID" so that we would be more apt to buy things we didn't need, but that luxury is what we wanted.
Artists:
Their goal is to entertain. Sure they want you to buy their things, but instead of being flashy, they appeal from being 'flashy' or 'overdone'.
*I will continue this at a later date when I have a connection again.
