Sketches...

have been trying to get someone's attention every day. This suggests that advertising is the most natural of acts. However; as one who writes and instructs people on how to create, design and buy advertising, it appears that many business people today are hesitant about spending for some vague concept like "branding" and are fearful of creating super crazy ads just so they can compete for so few customers able to spend. Today it seems a business just has go way overboard to get attention. But who really wants their company to look like a bozo forever just to make a buck in a sale that lasts one short week? So, as you can see, there really is a good case why one should create polite ads. However, for ads to be polite and effective, he or she will really have to think more deeply — and not outside "the box" either. I often recommend going "through" the box. This helps one avoid the trap of having ads that are "totally crazy" that might alienate the business from its best customers. Going through the box suggests that you adopt a microscopic view of what's inside the box and then blow it up big for everyone to see. Imagine what an ad might look like, for example, if it wanted to create a credible image that your business could be dependable when complex outcomes were needed by customers? The ad might feature the following headline: "We think finer when details count." Now how could you use an image to reinforce your ad if you are to "go through the box?" Well, how about a photo of a monkey in serious concentration while grooming for lice on another? Or maybe you might want to show a man  standing in front of a haystack holding a magnet!