"SHRED"

Today, I've learnt the 5 elements in an effective ad - SHRED.

Deconstruct the ad
- The first step is to analyse the message that the advertiser wants to convey. The messages should be easily identified and deconstructed. E.g. in the parody ad for The United Colours of Benetton, the message can be deconstructed into:

• the arrogant look
• the money
• the formal shirt
• the slogan.

These are in contrast with the campaign that the United Colours of Benetton had came up with.

Emotion and Response
- The ad should be able to provoke emotion. Emotion is closely linked to response. Emotion portrayed with elicit the response the advertiser wants (call-to action).

Huh?
- The ad should grab attention. The audience would go: "Huh?"

Science
- However original the advertiser wants to be, some methods are proven in terms of design. These methods are proven to work. You don't always have to go against the norms.