Lets talk about advertising classes and what you can reasonably expect to get in this new career field. Geek Squads’ CEO Robert Stephens explained what advertising is at Advertising Age’s 2007 IDEA Conference, “Advertising is the tax you pay for unremarkable thinking.” Advertising classes as taught in academia today is about the art. Selling products by creating needs and desires in the mind of the prospect is not the same subject.
Specifically, as advertising is taught today, its about the visual arts. Video shoots and production make up a large part of advertising classes today. Photography shoots are also important. While I would disagree with Mr. Stephens view on the definition of advertising, you can find most descriptions of advertising today are focused on the pretty pictures and less on the pretty words.
Advertising is emotionally persuading someone to your point of view. Another description, advertising is emotionally persuading a prospect of their need or desire for a product. You can do this persuasion in a number of different ways with different techniques. No matter what technique you choose, you come down to the most effective way to persuade an action.
Google is the poster child for using words to persuade an action. The vast majority of money made by Google has come from the short 25 word or less text ads placed in search results. Photos and videos have not been a focus of Google. Its been about the words. Advertising classes worth the money will focus energy and efforts on persuasive writing.
Focusing on what you want to get out of advertising classes will help you moving forward in your career. You will learn art techniques. You will learn lighting, shot blocking, and angles. Don’t stop your exploration of this art in those places. Work to add the ability to write great persuasive copy to move your career forward. Advertising classes (art classes) are a good start. Don’t forget the words.
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