The Big Idea

My idea is to target the teenagers/young adults by using a scare tactic. The concept of my idea is going to be a commercial without using any images; just plain text. "Copy captures the viewer's attention first." (Advertising By Design, Robin Landa, pg 191). Many family members lost relatives because of AIDS and many families struggle with family members being infected with some sort of an STD. "People form mental connections between responses" (Advertising by Design, Robin Landa, pg 119). "Fear of contracting AIDS motivates condom use" (Advertising by Design, Robin Landa, pg 117). Aside from diseases, another problem the world is facing today is abortion. The feud between keeping abortion and making abortion illegal has been going on for quite some time now. Many people believe there should be a law against abortion so my plan is to utilize the commercial to help resolve the feud, reduce pregnancy/abortion rates, and reduce transfers of STD’s.

The scare tactic was to scare teenagers/young adults into staying safe. The slogan “be smart” is borderline disrespectful and offensive, but it also depends on how the consumer takes it. I’m technically not offending anybody by calling them dumb when the slogan is presented. Some people may think I’m saying they are not smart already, but that’s not the case. I’m reminding people about their decisions and to motivate them to remain making smart ones. "People want the ads to act like an inner voice, pushing them to do something" (Advertising by Design, Robin Landa, pg 84).