[00:02.06]However, even this is often not enough

[00:04.50]to be noticed in a modern city.

[00:06.51]Because of the advertising boom,

[00:08.30]people are used to seeing high standards

[00:10.50]of visual design.

[00:12.07]Modern advertisements must stand out

[00:14.28]in a world full of competition

[00:16.05]by combining the highest standards of design

[00:18.79]with ideas linked to the products

[00:20.81]to make them more attractive.

[00:22.49]For example, some advertisements may suggest

[00:24.98]that buying a car can make you free.

[00:27.22]That is, they use the concept of freedom

[00:29.77]to sell the car.

[00:31.39]Other common ideas include happiness,

[00:33.56]wealth and success.

[00:35.29]In fact, in the world of advertisements,

[00:37.50]such content is as old as advertising itself.

[00:41.40]For many of today's advertisers,

[00:43.51]repeating old ideas

[00:44.86]is not a successful approach.

[00:46.83]They realize that it does not matter

[00:48.77]how attractive the idea linked

[00:50.83]with the product is-

[00:52.56]most people know that the main purpose

[00:54.38]of the advertisement is making customers

[00:56.68]spend money.

[00:57.95]Instead, these advertisers

[00:59.72]look for other ways to make people

[01:01.27]notice their products.

[01:02.16]