When advertising enriches our lives it transcends itself and becomes independently valuable.
Would you ever buy an advertisement? – not the product being advertised, but the advertisement its self. Would you ever use an advertisement? – not to start a fire or as a coupon, but use it. The answer is yes.
In the late 1800’s Henri de Toulouse-Lautrec was commissioned to make posters for the opening of the Moulin Rouge in France. Its opening has long since passed, but millions of its advertisements continue to sell and are considered works of art.
What about using advertising?
Nike+ allows users to track their runs and connect with others, increasing interaction and shoe sales. Nike+ is huge, not because of its advertising, but because of what it offers.
One of the first and most successful examples is the Michelin Guide. In 1900, Michelin published the Michelin Guide of hotels and restaurants to promote tourism, hoping to get drivers to wear through their tires faster. The guide is still in print still and still wearing out tires.
“We’ve got to stop interrupting what people are interested in, and be what people are interested in.” – Axel Chaldecott
Expect more out of ads. Instead of wishing you didn’t have to see them at all, ask why you don’t ask to see them more.