To be good, I think an advertisement needs to be memorable. It must pull the potential customer in to investigate the product and look at the information it presents, and resonate with them long after they have viewed it. This can be accomplished through a catchy jingle, iconic imagery, clever humor, or creative design, among other ways. However, these aforementioned "hooks" must be followed by accurate information about why one should buy the product. The customer will lose interest without this information, and likely not buy what is being sold, rendering a clever look useless. Thus, the ideal advertisement must be both iconic and informative.
This is an example of a good advertisement:
It stands out to the eye with its clever, symmetrical design, a contrast between the modern box and the antique vase, and the FedEx logo front and center. It proves its point without needing to use words, that using FedEx to ship your packages is as easy as simply handing them off, even to someone around the world.
This is an example of a bad advertisement:
Although the image is iconic and stands out, it does not make a clear point about the product. Are nike balls big? Strong? Powerful? It is unclear. With some more clear information, it would be great, but as it stands it lacks that quality.
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