Deconstructing Ads: Verizon Clobbers AT&T With A Map

In this post, we’ll deconstruct Verizon’s very first “there’s a map for that” ad, exploring what makes it so popular, powerful and persuasive.
First Mental Image (FMI):
A twenty-something college student effortlessly

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Deconstructing Ads: Southwest Airlines Loves Your Bags

First Mental Image (FMI):
Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags.
The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage.
The Message:
Simple and straightforward. Unlike most airlines, your bags fly free on Southwest.
Southwest successfully leverages the law [...]

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Deconstructing Ads: San Diego Zoo’s Elephant Odyssey

First Mental Image (FMI):
Two Columbian Mammoths enjoying a mud bath.
Happy animals. A good First Mental Image, especially if you’re advertising a zoo.
The Message:
We soon discover that our two heros are soaking in a deadly tar pit. At this moment, the ad takes a disastrous turn down Flop Lane.
Here’s why: Conjuring an unpleasant mental image [...]

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Deconstructing Ads: USPS Flat Rate Priority Mail Campaign

First Mental Image (FMI):
Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently.
This ad opens with a solid first mental image. A business seminar is a familiar, non-threatening environment. And most small business owners have attended at least one business seminar in the past [...]

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