by Dr Greg Chapman
Ads in various categories end up becoming stereotypes of each other. An example is ads for action movies always seem to have a voice over from the same deep throated male. Feminine products always seem to be wistful and filmed with misty images and in slow motion while ads for male products tend to show goofy guys.
This is an example of that but breaks a stereotype while doing it.
This was an ad for a Brazilian shampoo. It has all the cliches of a female shampoo ad, transplanted into a male ad, but of course honouring the traditions of a male product ads showing slightly goofy guys.
Transferring the clichés from one category to another while honouring the latter’s traditions can make an ad funny and stand out, attracting attention.
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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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