AD CONCEPTS - taken from http://artnaos.net/ADV2400/

AD CONCEPTS :
Developing the ad concept - HOW your message needs to be said – the primary idea behind the piece. 
You should develop the concept to communicate the objectives in the best way: express the personality and spirit for the company, establish a headline, establish an image, unify all elements of your design in voice and style, choose appropriate to style typography, etc

 

Note on style: 
Your ads can be in any style: pure graphic, illustration, photo manipulation, creative typography or any combination of them (but of course all three pieces have to have the same style) 
You cannot use other photographers’ work; I don’t want to see your ads with just a beautiful image: product or a person with it, such as this one:
http://www.ilvoelv.com/2008/09/louis-vuitton-lifestyle-ad-campaign.html 
Of course, you can use photos of objects or unknown people if you need them for your ad

LIST OF CONCEPTS:Notes: 
- This list is quite big, but not completely full; if you think your concept doesn't feet any of these categories, create one yourselft. 
- Some concepts might overlap; that means you can apply two concepts to one ad (but you still should communicate only one message) For example, this ad uses a Visual Metaphor and Emotions, but the message is one and very clear: World Wildlife Fund. 

*VISUAL PUN
A visual pun is a pun involving an image or images (in addition to or instead of text)  to form a new meaning. The viewer must mentally elaborate on the visual stimulus to interpret the message 
Examples: Socks in holes (socks crawling into and out of holes, punning on "holes in socks"); Hot Dog (a dog in the sun), etc.
Examples with pun ad:
Ad series for Sabai:
Play with English idioms:” having cold feet”, “foot in the mouth” and “two left feet”.
( Headline:” For all other foot problems – Sabai”)
http://www.ibelieveinadv.com/2009/12/sabai-foot-spa-cold-feet-two-left-feet/ 
Pharos bilingual dictionary ad

But be aware of bad taste puns 

Visual pun examples (not ads, but could be ideas for ads)): 
http://www.worth1000.com/contests/9726/contest#entries 
http://puns.icanhascheezburger.com/ 

VISUAL ANALOGY
A visual analogy is a comparison based on some likeness or similarities; for example whitening a fence and teeth  
http://adsoftheworld.com/media/print/8in1_dental_snacks_bad_dog_breath comparison of bad breath with a dog’s smell from behind 
http://www.creativeadawards.com/organic-body-milk/ comparison of human skin and rough chicken leg 
https://www.elance.com/samples/oriental-lamp-shade-newspaper-campaign-new-york-area/23639356/comparison of a lampshade and a hat 
http://dailydesigninspiration.com/advertisements/leo-burnett/the-steak/ taste of cardboard with taste of cardboard

VISUAL METAPHOR 
A visual metaphor uses a visual that ordinarily identifies one thing to signify another, thus making a meaningful comparison
http://adsoftheworld.com/media/print/red_cross_of_massachussets_bay_piggy?size=_original 


 Puliamo il Mondo

SYMBOLISM - attributing symbolic meanings or significance to objects, events, or relationships
Colored baby booties, which symbolize gender; green color symbolizes money, etc  
(I did not find a good ad)

LIFE EXPERIENCE
These ads behave as observational humorists, pointing out the humor in every-day occurrences.
“Yeah, that happens to me,” should be someone’s response to your ad
http://dailydesigninspiration.com/advertisements/smart/yamaha-some-make-a-jungle-out-of-the-road/ 

THE PROBLEM IS THE SOLUTION
Often, the answer toan ad problem is looking at the problem itself.
VW ads from DDB touted:“Think small” and “It’s ugly, but it gets you there.” 
http://thinkingouttabox.wordpress.com/2009/10/21/volkswagen-ads/

EXAGGERATION
A classic example is an ad for Colombian coffee in which the pilot turns the plane around because they forgot the Colombian coffee
http://adsoftheworld.com/media/print/kennel1_dog_3 

 

ENDORSEMENT
An ad may feature a celebrity to endorse the brand or group
http://www.dailystab.com/chris-bosh-stars-in-new-got-milk-ad-with-baby-giraffe/ 

 
An endorsement can be from an everyday person withwhom the potential consumer can identify.
http://dailydesigninspiration.com/advertisements/publicis/diy-living-its-that-easy/ 

PRACTICAL REASON
To use the brand or change your behavior
MN motorcycle safety center ad
http://www.coloribus.com/adsarchive/prints/motorcycle-safety-cheese-grater-822105/

IRONY
“We know you know we’re trying tosell you something, so let’s just enjoy this transaction together.”
(I did not find a good ad) EMOTIONS

 

 
World Wildlife Fund ads: (some of the emotional, some - visual pun ads)
http://www.boredpanda.com/32-most-creative-wwf-ads/ 

HUMOR
http://www.creativeadawards.com/original/fat-david/7495
http://www.creativeadawards.com/fat-lincoln/ 
http://adsoftheworld.com/media/print/hewlettpackard_sumo?size=_original
http://adsoftheworld.com/media/print/folgers_shoes

 

*PUN explanation (if you are interested):
FIGURE OF SPEECH/PUN- A play on words, either on different senses of the same word or on the similar sense or sound of different words
Example: "Atheism is a non-prophet institution", the word "prophet" is put in place of its homophone "profit"
Oxymoron is a figure of speech in which two words of opposite meaning are brought together for special effect, e.g. a cheerful pessimist and harmonious discord. 
Metonymy is afigure of speech that replaces the name of one thing with the name of something else closely associated with it, e.g.“the Crown” for the British monarchy, "the press” for the journalism. 
Expression example: The pen is mightier than the sword (writing is more powerful than warfare)
And some more ...
http://www.holmdelschools.org/schools/satz/eng_dept/Miscellany/puns.htm