Jacob Goldenberg, in his book, “Cracking the Ad Code,” describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are: Unification Activation Metaphor Subtraction Extreme Consequence Absurd Alternative...
The Subtraction tool works by removing elements generally considered essential to the situation. The tool can be used in any marketing communications medium (television, print, and so on). The tool works by drawing your attention to the missing...