Madness: The Clio Awards, advertising vs badvertising

Back in the day, I was a Clio judge. At 24, was I the hottest young writer at my agency? I'd like to think so. But the real reason I was chosen was because my boss was supposed to be the judge, and he was too busy to go. A little scary, since I only had a year of experience. But I now realize that even back then, I knew the difference between advertising and badvertising. I think we all kind of do. Advertising makes you laugh, cry, feel nervous, get goose bumps, feel angry, nauseous, insecure or envious. Pretty much, if it makes you feel ANYTHING, it's advertising. If it makes you feel nothing, it's badvertising. "What about selling the product?" you may ask. I believe the best way to get someone to buy something is to make them feel something about the product. Otherwise, you're just serving up information.