30 mins, 2001        [password required] Key Topics Promotion Use Of Language Television Print Ads How does advertising work? Using a wealth of classic and modern examples, from Gibbs SR and the Oxo family to the famous Prudential campaign, this film offers a unique insight into the creative side of commerce. HOW ADS ARE MADE: The film visit the trendy St Lukes advertising agency to discover how ads are made, from the first brief to final production. Storyboarding and media planning have important parts to play. HOW ADS WORK: Early adverts tended to go for a simple, more direct approach, often based on stereotyping. Now techniques have become more subtle, employing the power of association, linked to music and imagery. Factors like people's accents and the changing role of women can also add to the overall impact of an advert. ADS THAT SHOCK: As advertising media proliferate, it gets harder for adverts to stand out. Some advertisers don't try to persuade people, but provoke them - shock them. Print advertising used to be the main way of advertising all goods, but in a crowded world of visual messages print has had to adapt to survive. Is advertising an art form - or is just the glossy face on a dangerous consumerist culture?