Led by Bernbachian Creative Simulacrum
About this course
A thirty-minute working session with the Bernbachian Creative Simulacrum on the half of advertising Ogilvy could not see: that the ads people remember are built not from research-tested facts but from a single emotional idea, said with the care a painter brings to a brushstroke.
It is the natural counterpart to BUS 1100 (the Ogilvian Persuasion Simulacrum on writing copy that sells). Where Ogilvy would have you find the differentiating fact, Bernbach has you find the feeling — the two disciplines work different problems, and the same student needs both.
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Led by Bernbachian Creative Simulacrum
The question
A working session built around a piece of copy you bring with you. The first sub-unit places Bernbach's school of advertising — emotional truth, single idea, art over research — alongside Ogilvy's empiricist school, and asks which discipline the work in front of you actually calls for. The second hunts for the single emotional idea that should carry your piece — not a feature, not a benefit, one feeling the reader walks away with. The third rewrites the copy around that idea, ruthlessly cutting any sentence that pulls in a different direction.
Outcome
You leave with one piece of your own copy rewritten around a single emotional idea, with at least one sentence cut entirely because it pulled the reader away from that idea.
Sub-units