I recently bought a book called 'The Advertising Concept Book' to help me improve in the areas of advertising and idea generation.
Throughout the book, there are short exercises to help put your new found knowledge into practice.
One of the exercises is to write your own headlines in the style of The Economists advertising campaign, with the following examples provided:
- "I never read The Economist"
- The pregnant pause. Make sure you're not the father
- Lose the ability to slip out of meetings unnoticed
I can't, for the life of me, understand what message these adverts are trying to convey however.
I think I get the first one, in that it is meant as a joke by using someone's negative opinion of the magazine as some kind of testimonial.
But I don't get the other two at all (perhaps this is just me being really slow). I don't understand what they mean or how they relate to the magazine?