How to write a magazine advertisement

Sequence[ edit ] "Cog" opens with a close-up on a transmission bearing rolling down a board into a synchro hub. The hub in turn rolls into a gear wheel cog, which falls off the board and into a camshaft and pulley wheel.

How to write a magazine advertisement

Sequence[ edit ] "Cog" opens with a close-up on a transmission bearing rolling down a board into a synchro hub. The hub in turn rolls into a gear wheel cog, which falls off the board and into a camshaft and pulley wheel. The camera tracks slowly from left to right, following the domino chain of reactions across an otherwise empty gallery space.

how to write a magazine advertisement

The complexity of the interactions increases as the commercial progresses, growing from simple collisions to ziplines made from a bonnet release cable, scales and see-saws constructed from multiple carefully balanced parts, and a swinging mobile of suspended glass windows.

Later sequences begin to make use of the Accord's electronic systems; the automated water sensors attached to the windscreen are used to make wiper blades start crawling across the floor, and a side door with a door-mirror indicator lowers the automated window to let a part pass through.

The majority of "Cog" takes place in complete silence, the only sounds coming from the collisions of the pieces themselves. The sequence ends when the button of an electronic key fob is pressed, closing the hatchback of a fully assembled Honda Accord on a carefully balanced trailer.

The car rolls off the trailer, and stops in front of a tonneau cover bearing the "Accord" marque, while narrator Garrison Keillor asks "Isn't it nice when things just work? The screen fades to white and the piece closes on the Honda logo and the brand's motto, "The Power of Dreams".

Background[ edit ] "Cog" was released to promote the seventh-generation Honda Accord.

how to write a magazine advertisement

Sales of Honda products within Europe had been in decline sinceand the company's position as the number two Japanese automotive companybehind Toyotahad been taken by Nissan. European consumers perceived the brand as staid, uninspiring, and the cars to be of lesser quality than those produced by European manufacturers.

The stated goal of the campaign was to increase Honda's share of the UK market to five percent within three years and to change the public image of the brand from "dull but functional" to "warm and consumer-friendly", all on a lower marketing budget than their predecessors had demanded. The first television campaign explicitly introduced the premise of the campaign by asking what would happen if the world's favourite word Okay was replaced with "What if?

The next few pieces of the campaign, "Pecking Order", "Seats", and "Bus Lane" for television and "Doodle", "Big Grin", and "Oblonger" for radio, became progressively more surreal, and featured oddities ranging from a traffic cone draped in leopard fur to trees growing traffic lights from their branches.

The advertisement, based on a complex chain reaction of moving parts from the Accord itself, [9] was approved and given the working title "Cog". Pre-production[ edit ] Gooden and Walker had been working together since Bytheir portfolio included a Guinness World Record -holding one-second advertisement produced for Leo Burnett Worldwideand a depression -awareness booklet for the Charlie Waller Memorial Trust.

Honda insisted that several specific Accord features, such as a door with a wing-mirror indicator and a rain-sensitive windscreen, appear in the final cut.

The company planned to highlight these features in sales brochures. Ideas deemed unworkable by the testing crew, such as airbag explosions and collisions between front and rear sections of the car, were abandoned, [9] [18] and the remaining segments were slowly brought together until the full and final sequence was developed.

The stitching appears during the moment when the muffler rolls across the floor. Despite the detailed instructions derived from the testing period, small variations in ambient temperature, humidity and settling dust continually threw off the movement of the parts enough to end the sequence early.Bring the warm colors of fall into your home with these beautiful and simple decorating projects.

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