The Big Idea

"The idea distinguishes a brand, endears it to the consumer, and motivates the consumer to run out and buy the brand or act on behalf of a social cause." (Advertising by Design, Robin Landa pg. 67) My big idea for my ad that will distinguish my product from others, is that Sally Hansen nail polish and nail art pens it work so great, that you would not need to go to the nail salon anymore. "Advertisers often choose to target groups of people" (Advertising by Design, Robin Landa pg. 37) My target audience will be women, young or grown, specifically ones who get their nails done. "Know your audience" (Advertising by Design, page 142) These women can use Sally Hansen no chip nail polish and use Sally Hansen nail art pens for creating designs for their finger nails. A lot of women go to nail shops for designs on their fingernails. With Sally Hansen nail art pens, women can save a thirty-five dollar trip to the nail salon and design their nails just the way they want it. "Ideas come from understanding how and why people use a product or service." ((Advertising by Design, Robin Landa pg. 42)

For my advertisement, there will be two images on top of each other. One image will show a nail salon that ran out of business. The other will show the inside of the nail salon that's completely deserted. "Overemphasizing a product's quality drives home a selling point quickly." (Advertising by Design, Robin Landa pg. 80) These images represent what nail salons would look like if women started using Sally Hansen nail products. It shows that women wouldn't need to go there anymore because they would rather do their names themselves with Sally Hansen nail polish and nail art pens. "...the exaggeration must be so extreme that we don't believe the actual events depicted in the ads, but we get the pont: this product is so good that..." (Advertising by Design, Robin Landa pg. 80)