As a class of bric-a-brac, most creative awards are right up there with snow scene paperweights, Pez dispensers and lava lamps. But their value as client pleasers and salary negotiating cards can be substantial. However, the begging question on the subject -- "Do the awards mean the advertising is effective?" -- alas, has no distinct answer.

But the trophies do prove something. The agencies that win them have a good feel for prevailing public attitudes on what’s hot, what’s important, what’s cool, what’s daring, what’s unexpected, what’s shocking and what it takes to make the ads that zig while the others zag behind.

And I’ve noticed that the ads that take the awards do seem to have certain characteristics. I’ve counted 12 different approaches that always seem to show up at the black-tie dinners.

Last month, I discussed technique number one, the "chutzpah" headline. An example was, "If your Harvey Probber chair wobbles, straighten your floor!" This month, our focus racks from the attitude of the headline to the actual sheet of paper on which the ad is printed.

How thin can you get?

Since time began, no advertising technique has been more effective than the live demonstration. And the newspaper ad for Suchi Tugo is a wonderful demo.

It’s hard to imagine a print technique that could be as physically convincing as the fish ad shown here.

Stand in these shoes

The footprints ad is not part of a dancing lesson. It’s an ad for workout equipment. The original was a full-page newspaper size, and there really was room for you to lay it down on the floor, and step into the shoes. And whether you actually did it or not, the six headlines made fascinating reading. Was this a dramatic and effective way to show the need for the exercise equipment? Sure.

But is stomach size the only motive for buying this stuff? No. Conclusion? Great use of the physical page, questionable strategy.

What a man!

The "Only Man" ad shown here, was printed over a backdrop of simulated classified ads. It was one of three ads in the series. The other headlines were;

"He can do all the things your ex-husband did. But better", and, "The only man on this page who’ll always return your call."

Since our reproduction is pretty small on our page, you might be wondering what kind of advertiser could say all these things about satisfying women better than their husbands. The answer lies in the logo at the bottom of each ad, where it reads, "Tom, the Handyman 798-6678, 24 Hrs."