Advertising is more than just selling a product — it’s about **influence**. At its core, advertising shapes perceptions, triggers emotions, and guides consumer decisions, often without them even realizing it. But what makes an ad truly effective? Why do some advertisements leave a lasting impact while others fade into obscurity? The answer lies in **deep psychology**, storytelling, and a structured creative process.
This guide explores **the foundations, process, and media placement** of advertising, with a special focus on **pharmaceutical marketing**. Drawing from **Jungian psychology, advertising psychodynamics, and creative frameworks**, we’ll uncover the hidden mechanisms that drive successful advertising campaigns.
By integrating **science, storytelling, and strategy**, this framework provides a **clear, repeatable method for crafting high-performance ads**. Whether you’re a marketer, creative director, or brand strategist, this guide will equip you with the tools to create **advertising that doesn’t just look good—but works**.
Here you can find a detailed plan of my course “Shoot it Right!”
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PART I. THE FOUNDATIONS
- Advertising Psychology
- Intro
- Advertising as a Myth
- The Sunrise of Advertising Psychodynamics Theory
- Archetypes
- Advertising Archetyping
- Projection and Transference in Advertising OR Never Show Your Ad to Anyone
- Transference in Pharmaceutical Advertising OR Never show their eyes!
- The Rank of Archetypes and Milgram’s impact
- Alchemistry in Ad
- Fear and Death
- Conclusion
- Advertising Concept
- Product groups that people are not proud of purchasing
- Advertising Dramaturgy – Lajos Egri concept of “premise” in Ad
- Concept and business task
- Creative people
- Rossiter-Persy and FCB matrix – the elementary basics any knows
- Goal and purpose of the advertising campaign
- The target audience
- Advertising logic
- The idea and advertising creativity
- Humor in advertising
- Choosing characters (who will be in our ad)
- Copywriting and Joseph Sugarman’s Iceberg Model
- Chronometry of text, how professionals time it
- Season, time of day for scenes
PART II. THE PROCESS
- Preparation
- Approvals (lawyers, medical marketing, etc.)
- Technical assignment (TA)
- Choosing the production
- Selecting the director
- Casting (choosing actors for the patient, healer, extras)
- Choosing the location
- Selecting costumes (if there are many actors and storylines, ensure clothing varies in color and style)
- Audio-first approach
- Pre-Production Meeting (PPM)
- Shooting board
- Pre-shooting
- PPM
- Filming
- Types of shots
- What to bring to the shoot (packages, props, storyboard)
- What to check on set
- Who’s in charge
- On-set non-linear editing and sound recording
- Lighting: Warmth, sharpness of shadows, morning/evening scenes
- Frame clarity: Principle of sufficient objects in the frame
- Actions in the frame
- Cutting frames
- Timing control
- Space for titles
- Rings and jewelry, Makeup
- Filming problems: Close-ups, POV, horizon, zoom-in, over-the-shoulder shots, reverse focus (dolly zoom), makeup, set design
- Eye contact
- Product appearance in the frame
- Control of primary gestures (stop, danger, greeting, permission)
- Packaging in the frame!
- Filming the demo part
- Showing the result
- Pack shot
- Editing
- Dynamics, tempo, and rhythm
- Shorter versions
- Voiceover
- Choosing narrators
- Selecting a sound director
- Declension of product names
- Intonation, tone, sinusoid patterns, diction, speed, pauses, layered articulation
- Recording product names in separate takes for emphasis
- Mood as a color
- Emphasizing product names and problems
- Effects, background noise, recording coughs, groans, breathing.
- Music in advertising
- Post-production
- Color correction
- Titles (avoiding conflicts between titles and faces, objects, packaging)
- Special effects
PART III. MEDIA PLACEMENT
- Adaptation
- Sponsorship spots
- Internet and social media
- Preparing for Broadcasting
- Broadcast versions
- Legal part
- Legal approvals from TV channels
- Media placement basics
- Secrets of Pharma Media placement
- Radio and Digital
- Advertising Effectiveness Analysis
- Evaluating the importance of each element of the ad (copywriting, idea, expressiveness of the shoot)
- Assessing how well the visuals convey the idea and copy
- Frame cleanliness, actor selection, and overall coherence
