Abstract
In our opinion, a first step in analyzing an advertising creation resides in analyzing the way in which the message is build up and transmitted. This way, we will bring into discussion the points of view of the specialists in the field of advertising regarding the quality advertising and a series of principles that are recommended in the achievement of an advertising production. In our analysis we will take into consideration a series of remarks regarding the “recipe” of an efficient commercial, as well as some notes about the research in advertising and the process of creation.
Key words: Unique Selling Proposition, AIDA Principle, Dagmar Model, Acca Model, Lavidge Steiner Model