Three's a Crowd, the Main Countries of Advertising

"I always say that there are three kinds of advertising.  Then English make advertising that comes from the head but touches the heart: it's always rather intellectual.  The French make advertising that comes from the heart and touches the head: it often relies on imagery that is romantic, emotional and sensual.  The Americans make advertising that comes from the head and touches the wallet." (From Seguela, Adland pg 127)

This statement made me think, does advertising follow this format?  I have selected 3 ADs, all from DDB, to demonstrate this assumed phenomenon.  Granted, this is not always correct, but very interesting to observe all the same.

London

What does this look like?  An ad for food, right?  Seems to automatically appeal to the brain, doesn't it?  Yes, but what gives it away is not the image but the copy, "You'll love them or you'll hate them."  By telling the audience the emotion they will feel it automatically evokes thought, not feeling which shows an example of stereotyped advertising.

Paris

This ad screams relationship appeal.  And it really does touch the heart at first, and then goes to the brain.  What is really funny is even though this is an ad for a men's magazine, it seems to appeal more to women.  It appeals to the fantasy and then creates the mental picture that tugs at the heart, a classic example of French advertising.

New York

This campaign is what made Bill Bernbach famous.  And although the quote critique is harsh, it is correct.  Take a look at the copy, although this ad was revolutionary in sharing the idea of anti-advertising, it is all facts and figures, which also goes with the assumption in Adland.