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How to Create a Good Magazine Ad

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Aikakausmedia (Finnish Periodical Publishers' Association) studied the secrets of the best magazine advertisements in seven sectors over the period 2012–2015. The results of these studies have now been condensed into a guide to ad planning and branding.

How does one set about creating an impressive advertisement in various sectors – one that reaches exactly the right target group and highlights the essence of the brand in the best possible way?

The studied sectors were:
travel,
cosmetics,
cars,
fashion,
interior decoration,
wellbeing and
food and beverages.

www.aikakauslehdet.fi/adhelp

Published in: Marketing
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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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How to Create a Good Magazine Ad

  1. 1. HOW TO CREATE A GOOD AD ADVERTISING  RESEARCHES  AS  AN  AID  TO  BRANDING  
  2. 2.     NAM!  Food  &  Beverages   WAU!  Indoor  Decora<on   JES!  Wellbeing   WROOM!  Cars   CHIC!  Fashion   LOOK!  Cosme<cs   TRIP!  Travel       We researched over 400 effective advertisements on 7 different sectors
  3. 3. 1.  How  to  place  your  brand  into  a  value  map?     2.  Comparing  your  posiKon  to  a  compeKtor   3.  How  to  communicate  brand  values  with  colours,  shapes,  moods,  stories  &  myths   PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES   BRAND  IN  A  VALUE  MAP   Static Dynamic Urban Organic
  4. 4. 1.  How  to  place  your  brand  into  a  value  map?     2.  Comparing  your  posiKon  to  a  compeKtor   3.  How  to  communicate  brand  values  with  colours,  shapes,  moods,  stories  &  myths   PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES   BRAND  IN  A  IMAGE  MAP   Rational Mythical Luxurious Everyday
  5. 5. HOW TO CREATE A GOOD AD AdverKsing  researches  as  an  aid  to  branding     1. 10 rules for a good ad 2. Colours, shapes & moods 3. Myths & stories 4. Comparison 5. Summary
  6. 6. 1. 10 rules for a good ad Readers  demand   clarity.  Clear  ad  has     a  simple  composi<on   and  not  too  many   objects.   1.
  7. 7. Good  colours  that   suit  the  sector  well   make  people  pause   and  look   2. 1. 10 rules for a good ad
  8. 8. Powerful,  good   mood  makes  reading   the  ad  enjoyable     3. 1. 10 rules for a good ad
  9. 9. Tells  a  story  that     s<cks  in  mind     4. 1. 10 rules for a good ad
  10. 10. Contains  mythical   elements   5. 1. 10 rules for a good ad
  11. 11. Original  idea   prompts  curiosity   6. 1. 10 rules for a good ad
  12. 12. Not  too  much  text.   Only  few  products   are  so  specific  that   that  work  well  with  a   long  explanatory   text.     7. 1. 10 rules for a good ad
  13. 13. Arouses  desire  for   the  product  trough   senses   8. 1. 10 rules for a good ad
  14. 14. Meet  the  consumer’s   needs:  at  the  right   <me,  suitable  info,   suitable  product  &   right  media   9. 1. 10 rules for a good ad
  15. 15. Guarantee  of  the   brand  =  the  brand  is   well  presented  and   recognizable   10. 1. 10 rules for a good ad
  16. 16. HOW TO CREATE A GOOD AD AdverKsing  researches  as  an  aid  to  branding     1. 10 rules for a good ad 2. Colours, shapes & moods 3. Myths & stories 4. Comparison 5. Summary
  17. 17. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   2. Colours & shapes What  is  the  brands   persona  like?   Static Calm,  harmonious,     constant,  monotonous  
  18. 18. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   2. Colours & shapes What  is  the  brands   persona  like?   Static Calm,  harmonious,     constant,  monotonous  
  19. 19. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   2. Colours & shapes What  is  the  brands   persona  like?   Static Calm,  harmonious,     constant,  monotonous  
  20. 20. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   2. Colours & shapes What  is  the  brands   persona  like?   Static Calm,  harmonious,     constant,  monotonous  
  21. 21. How  to  express  the   brand  values?   Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,  monotonous   2. Colours & shapes
  22. 22. 2. Colours & shapes How  to  express  the   brand  values?   Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,  monotonous  
  23. 23. 2. Colours & shapes Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,  monotonous  
  24. 24. Glowing,  strong  colours   •   Glamour  and  nightlife,  rapid  pace,  drama   •   Bright,  angular,  explosive  shapes   •   Hec<cness,  urbanity,  sci-­‐fi     Stylish  subdued  colours   •  Refined  mood,  prosperity   COSMETICS   URBAN  &  EVENTFUL   ORGANIC  &  HARMONIC   Sensual,  down-­‐to-­‐earth,  soX  colours     and  shapes   •  Delicate,  natural   •  SoX,  organic  shapes   •  Adaptability,  calmness   2. Colours & shapes
  25. 25. 2. Colours & shapes Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,  monotonous  
  26. 26. Sensual,  down-­‐to-­‐earth,  soX  colours     and  shapes   •  Sunday,  res<ng,  peace,  s<llness   •  Close  to  nature,  nostalgia,  safety     •  Sensi<veness,  dreaming     Glowing,  strong  colours,     jagged  shapes   •  Speed,  ac<vity,  drama,  taking  risks   •  Future,  hec<cness,  urbanity     Sensual,  down-­‐to-­‐earth,  soX  colours  and   organic  shapes   •  Sensi<vity,  naturalness,  gentleness   •  Nostalgia,  retro,  safety,  old  <me     Stylish  subdued  colours   ’design-­‐shapes’  (not  sharp,  not  round)   •  Refined  mood,  prosperity,  <melessness   •  Idleness,  upper-­‐class       FASHION   URBAN  &  EVENTFUL   ORGANIC  &  HARMONIC   2. Colours & shapes
  27. 27. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,   fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,   monotonous   2. Colours & shapes
  28. 28. Strong,  contrasKve  colours   •  Efficiency   •  Power,  speed   •  Aggressiveness       Stylish  classical  colours   •  Status,  prosperity     Lively  colours   •  Trendiness   •  Joyfulness     SoX,  organic  colours   •  Close  to  nature,  ecological   •  Humaneness     Explosive  visuality,  diagonal  lines   •  Accelera<on,  speed   •  Dynamic     •  Achieving  mode     StaKc  visuality   •  A  sta<c  car  presented  for  the  buyer     Slow,  calm  visuality   •  Enjoying  life  without  haste,  <me  is  a  luxury     CARS   URBAN  &  EVENTFUL     CALM  &  HARMONIC   2. Colours & shapes
  29. 29. 2. Colours & shapes Dynamic ExciKng,  contrasKve,     abrupt,  sharp,   fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,   monotonous  
  30. 30. SoX,  organic  or  light,  mild  colours  and   materials   •   Rest,  Sunday,  peace,  silence   •   Closeness  to  nature,  nostalgia,  security   •   Delicacy,  dreaming       Strong,  contrasKve  colours  and  industrial,   hard  materials   •   Modernity,  urbanity,  efficiency   •   Liveliness,  vitality,  energy,  joy   •   Excitement,  drama     INDOOR DECORATION   PEACEFUL  OR  ACTIVE   Stylish,  classical,  blended  colours  and   dignified  materials     •   Dignity,  status,  age   •   Prosperity,  status   •   Idleness   2. Colours & shapes
  31. 31. 2. Colours & shapes Dynamic ExciKng,  contrasKve,     abrupt,  sharp,   fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,   monotonous  
  32. 32. Health  colours   •   Clinical  whites  and  surgical  greens   •   An<sep<c  turquoises     •   Pure  and  trea<ng  whites  and  light-­‐blues   •   Spiritual,  cool  violets  and  electric  blues   •   Precise  and  businesslike  mood   •   Medicinal  character,  technology   WELLBEING   HARMONIC  &  GENTLE   OR  ENERGETIC  &  STRONG   Vitality  colours   •   Vivid,  fresh,  life-­‐symbolising  greens   •   Refreshing,  energising  yellows  and   oranges   •   Reds  that  give  power  and  speed   •   Vital,  happy  mood   •   Sense  of  wellbeing,  nature     2. Colours & shapes
  33. 33. 2. Colours & shapes Dynamic ExciKng,  contrasKve,     abrupt,  sharp,   fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,   monotonous  
  34. 34. FOOD & BEVERAGES   SENSUAL,  NATURAL,  CLOSE  TO  NATURE   Delicious,  yellow-­‐Knged  food  colours   •   Tickle  the  appe<te   •   Sign  of  eatability   Colours  of  primiKve  man:  brick  red   •  Warmth,  security,  energy     (sausage,  red  meat)     Healthy  greens   •   Vitality,  youth,  health  (salad,  sprouts)   ArKficial,  sweet  colours     •  Candy,  factory-­‐made  (soX  drinks,  sweets,     juice  ices)      A  super  close-­‐up  makes  the  mouth  water     Organic,  soX  typographies     •  To  communicate  eatability,  deliciousness,     hand-­‐made     2. Colours & shapes
  35. 35. Dynamic ExciKng,  contrasKve,     abrupt,  sharp,  fragmented Organic Close  to  nature:  soX,  blended,  rounded  colours  and  shapes     Urban Industrial:  hard,  bright,  sharp  colours  and  shapes   Static Calm,  harmonious,     constant,  monotonous   2. Colours & shapes
  36. 36. Colours  and  moods  convey  warmth  and   relaxaKon      Sensual  pleasures:     •   touch,  smell,  taste,  sight,  hearing    Turquoise  =  sign  of  holiday      Peace,  silence,  no  people      Colours  and  moods  of  exoKcism      Strong,  contrasKve  colours      Vitality,  laughter,  life      Moods  of  the  city  and  excitement      Scabered,  hecKc  visuality      Bright  and  dark  colours,  night,  excitement      Diagonal  lines  communicate  excitement     TRAVEL   HARMONIC  FOR  THE  RELAXATION  SEEKERS   EVENTFUL  FOR  THE  ADVENTURERS   2. Colours & shapes
  37. 37. HOW TO CREATE A GOOD AD AdverKsing  researches  as  an  aid  to  branding     1. 10 rules for a good ad 2. Colours, shapes & moods 3. Myths & stories 4. Comparison 5. Summary
  38. 38. How  to  create     a  good  ad?   3. Myths & stories 1.  How  to  place  your  brand  into  a  value  map?     2.  Comparing  your  posi<on  to  a  compe<tor   3.  How  to  communicate  brand  values  with  colours,   shapes,  moods,  stories  &  myths   PRACTICAL  VALUES   DISPLAY  VALUES     BASIC  VALUES   BRAND  VALUES   BRAND  IN  A  IMAGE  MAP   Mythical Everyday Rational, facts-focused Luxurious
  39. 39. Mythical dreaming,  fairytale   Everyday ordinary,  mundane   Luxurious special   What  is  the     brand  like?   3. Myths & stories Rational, facts-focused informaKve  
  40. 40. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  41. 41. COSMETICS   USES  A  LOT  OF  MYTHS,  GOOD!   Female  myths   •  Femme  Fatale,  Lolita,  Superwoman,   Domina,  Child  of  Nature,  Angel,  Fairy,   Top  Model,  Poem  Girl,  Sex  Object     Myth  of  perfecKon   •  flawless,  porcelain  skin     Myth  of  science     •  graphs,  cell  biology     Myth  of  magic  substance             Myth  of  purity   •  white,  transparent       Myth  of  naturalness   •  nude,  no  make-­‐up     ⇒  SeducKon,  use  of  power,  treasure   hunKng,  sex,  daydreaming  and   sweetness  in  characters  and  stories.     ⇒   Original  visual  execuKon   ⇒  DisKnguishing  brands   3. Myths & stories
  42. 42. 3. Myths & stories Rational, facts-focused informaKve   Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special  
  43. 43. Female  myths   •  Femme  Fatale,  Lolita,  Superwoman,   Domina,  Child  of  Nature,  Angel,  Fairy,   Top  Model,  Poem  Girl,  Sex  Object,   Barbie…   Fairy  tale  myths     •  Lihle  Red  Riding  Hood,  Cinderella,     Snow  White,  Sleeping  Beauty,     the  Beauty  and  the  Beast,  Tarzan…     Historical  myths   •  eras,  styles       Myths  of  the  upper  class  and  luxuriousness     Tales  of  idleness   •   Timelessness,  dreamlike   •   Odd  tales,  fantasies     Original  visual  execuKon   ⇒   DisKnguishing  brands     FASHION   FULL  OF  MYTHS,  EXCELLENT!   3. Myths & stories
  44. 44. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  45. 45.  Status  stories,  wealth     Success  myth:  the  car  signals  status     Golden  calf  myth:  car  worship     Travel  tales:  on  the  road       Adventure  myth,  voyages  of  explora<on       Freedom  myth:  as  free  as  a  bird  in  the  sky     Tales  of  everyday  fun     Pet  and  beast  tales     ⇒   Without  forgedng  key  informaKon   ⇒   The  real  price  including  fidngs  would  be   appreciated   CARS   NEEDS  MORE  DREAMING  AND  MYTHS   3. Myths & stories
  46. 46. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  47. 47. Tales  of  pampering:  <me,  rest  and  good  food,   cushions,  blankets,  candlelit  dinners     Myth  of  the  eternal  Sunday:  everything  <dy   and  luxurious,  sta<c,  stylish,  taking  it  easy     Myths  of  the  security  of  the  home  nest:  nest-­‐ like  cosiness,  sumptuous  sofas,  soX  and  fluffy   materials,  colours  and  materials  that  reinforce   a  sense  of  security     Myths  of  prosperity  and  ownership:  luxury   goods,  persons  in  fine  clothes,  expensive   brands,  people  who  have  <me  and  money     Tale  of  the  highest  social  class:  idleness,  art,   valuable  goods,  my  home  is  my  castle     Myths  of  order  and  management:  few  goods,   everything  in  its  place,  neat,  perfect       ⇒  The  prices  of  the  items  would  interest   consumers!   INDOOR DECORATION   COULD  USE  EVEN  MORE  DREAMING  &  MYTHS   3. Myths & stories
  48. 48. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  49. 49. Food  =  Love   •  Mother,  family,  care,  warmth,  comfort   •  Stories  about  Granny’s  place  and   nostalgia   •  Candlelit  dinners         Food  =  Community     •   Family,  clan,  stories  about  family  par<es     •   Friends  together,  sharing   •   Harvest  myths     Food  =  Status     •  Hedonism,  prosperity,  fine  milieux  and   table  sejngs     •  Par<es  in  stately  homes,  wine  cellars,   sumptuous  spreads         Food  =  Nostalgia     •  Country  tales,  red  cabin  and  a  potato   patch   •  Animals  at  a  country  house  as  pets     in  fairy  tales     FOOD & BEVERAGES   MORE  DREAMING  &  MYTHS!   3. Myths & stories
  50. 50. Food  =  Abundance   •   Garden  storis,  Garden  of  Eden   •   Paradise  myths,  profusion     Ruoka  =  Naturie   •  Wild  nature,  fire,  prehistorical  connec<on     SemioKcs  of  quality  seals     •  Kings  sigil,  wax  seals,  quality  cer<ficates   The  origin  of  food  &  food  producKon   methods     •  proof  of  safe  origin  and  an  ethical   produc<on  process     ⇒     Recipes  are  always  wanted   ⇒     Basic  informaKon  of  the  product  and     Kps  for  using  it 3. Myths & storiesFOOD & BEVERAGES   MORE  DREAMING  &  MYTHS!  
  51. 51. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  52. 52. Tales  of  problems  solved   •  Before-­‐  and  aXer-­‐effects     Healing  hands   •  The  magic  of  touch,  doctor  the  saviour     Tales  of  medicine   •  Miracle  pills,  magic  po<ons     Myths  of  care  and  treatment   •  Babylike  feeling,  safety  in  mother’s  arms   •  Svelte  nurse  in  white   Stories  of  wellbeing  and  health   •  Rest,  relaxa<on,  nature,  simplicity     Tales  of  being  able  to  carry  on  and  energy   •  Strong  women  and  men,  mo<on,  flow       Myth  of  science   •  ”Name  La<n”   •  Difficult-­‐to-­‐pronounce  magic  words     ⇒  Without  forgedng  basic  informaKon   WELLBEING   MORE  DREAMING  &  MYTHS     3. Myths & stories
  53. 53. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  54. 54. Myth  of  paradise   •  A  perfect  Eden,  no  work,  only  rest  and   merrymaking   •  Sensual  pleasure:  warmth,  rippling,   delicacies  and  rest    Myth  of  nature   •  Primeval  home,  living  on  the  terms  of   nature,  sensual  simplicity   •  Wild  nature,  primi<veness,  gracefulness   Myth  of  adventure   •  explorers’  tales         Hero  myth   •  tales  of  survival     History  myth   •  stories  from  history,  <me  travel,  holy  places       Travel  is  a  dream   •  another  reality       ⇒     Arousing  a  desire  to  take  a  holiday   ⇒     Key  informaKon  needed   TRAVEL   HARMONIC  FOR  THE  RELAXATION  SEEKERS   EVENTFUL  FOR  THE  ADVENTURERS     3. Myths & stories
  55. 55. HOW TO CREATE A GOOD AD AdverKsing  researches  as  an  aid  to  branding     1. 10 rules for a good ad 2. Colours, shapes & moods 3. Myths & stories 4. Comparison 5. Summary
  56. 56. FOOD & BEVERAGES WELL- BEING CARS FASHION INTERIOR DECORATION COSMETICS TRAVEL Fantasy  in   pictures  now   +   +   +  +   +  +  +   +  +   +  +   +  +  +   Mythicism   +  +   +   +  +   +  +  +   +  +   +  +  +    +  +  +   Visual   storytelling   +  +   +   +  +   +  +  +   +   +  +   +  +  +   Storytelling     in  text   -­‐   ++   +  -­‐   ++   +   -­‐   +  +  +   Mythicism in advertising 4. Comparison important          some  importance          not  important    
  57. 57. Exploiting myths Sectors  that  exploit  myths  well:   •  Travel   •  Fashion   •  Cosme<cs   Also  other  sectors  would  benefit  from   stronger  mythicism,  especially  cars,  interior   decora<on  and  other  consumer  durables.       Stories  and  mythicism  can  be  used  to  build   significant  immaterial  addiKonal  value.   Strengthening  mythicism  and  stories  in   adver<sing  always  produces  a  stronger  and   more  desired  brand.     4. Comparison
  58. 58. FOOD & BEVERAGES WELL- BEING CARS FASHION INTERIOR DECORATION COSMETICS TRAVEL InformaKon  of   the  product   +  +   +  +  +   +  +   +   +   +  +   +  +   Advertorials   enjoyable   +     +  +  +   +  +    -­‐   +   +  +   ?   Use  instrucKons   +  +  +   +  +   +   -­‐   -­‐   +  +   +   Price  info   interesKng   +  -­‐   +   +  +  +   +  -­‐   +   +   +  +   RealisKcism     in  pictures   +  -­‐   +  +   +   -­‐  -­‐  -­‐   -­‐   +  -­‐   -­‐  -­‐  +   Focus  on  facts,   text  truthful   +   +  +  +   +  +  +   -­‐   +   +  +   +  -­‐   Rationality in advertising important              some  importance                                not  important                          not  studied   4. Comparison
  59. 59. FOCUSING ON FACTS Sectors  that  need  a  raKonal  arguments   •  Wellbeing   •  Cars   •  Cosme<cs  (to  a  certain  point)   •  Food  &  beverages  (to  a  certain  point)   In  some  sectors,  product  informaKon  strongly   separates  brands,  and  the  consumer  needs  clear   facts  about  the  product.       The  most  skilful  marketers  are  able  to  combine  a   story  and  mythicism  with  a  focus  on  facts.  Good   examples  can  be  found  in  cosme<cs  adver<sing.     The  price  would  be  a  welcome  item  of  informaKon   in  numerous  sectors,  and  the  consumer  does  not   see  it  as  demeaning  the  brand  at  all.     4. Comparison
  60. 60. FOOD & BEVERAGES WELL- BEING CARS FASHION INTERIOR DECORATION COSMETICS TRAVEL Clarity   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   Supplements   appreciated   +  +   ?   ?   ?   +  +   +  +   +  +  +   Brand’s   significance  for   image   +  +  -­‐   +  +  -­‐   +  +  +   +  +  -­‐   +  +   +  +  -­‐   +  +   People  visible   -­‐  -­‐   +  +   +   +  +  +   -­‐  -­‐  -­‐   +  +  +   +  +   Close-­‐up  of  the   product   +  +  +   +   +   +   -­‐   +  +  +   -­‐  -­‐  +   RepeKKon/ conKnuity  in   adverKsing   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   +  +  +   Other differences / common features important                    some  importance                                  not  important                          not  studied   4. Comparison
  61. 61. HOW TO CREATE A GOOD AD AdverKsing  researches  as  an  aid  to  branding     1. Rules for a good ad 2. Colours, shapes & moods 3. Myths & stories 4. Comparison 5. Summary
  62. 62. This  is  how     you  do  it   5. Summary Static Dynamic Urban Organic 1. SEMIOTIC POSITIONING Where  is  your  brand  located  on  the  axles     staKc  –  dynamic  and  organic  –  urban?     PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES  
  63. 63. Rational Mythical Luxurious Everyday 2. SEMIOTIC POSITIONING Where  is  your  brand  located  on  the  axles     everyday  –  luxurious  and  raKonal  –  mythical?     This  is  how     you  do  it   5. Summary PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES  
  64. 64. 3. SEMIOTIC PLANNING: WHAT SUITS YOUR BRAND IN… a)  …Orienta<ng  level:  colours,  shapes,  moods   b)  …Narra<ve  &  mythical  level:  myths,  archetypes,   characters,  symbols   Rational Mytical Luxurious Everyday Static Dynamic Urban Organic This  is  how     you  do  it   5. Summary PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES   COMMUNICATING  THE  VALUES   I  ORIENTATING  LEVEL   II  NARRATIVE  LEVEL   III  MYTHICAL  LEVEL   IV  SUITABILITY  
  65. 65. 4. EXCECUTE CREATIVELY AND CAREFULLY a)  Checklist:  10  rules  for  a  good  ad   b)  Make  sure  the  ad  is  suitable  for  the  sector  and  the  brand   c)  Stand  out,  be  memorable!   This  is  how     you  do  it   5. Summary Rational Mytical Luxurious Everyday Static Dynamic Urban Organic PRACTICAL  VALUES   DISPLAY  VALUES   BASIC  VALUES   BRAND  VALUES   COMMUNICATING  THE  VALUES   I  ORIENTATING  LEVEL   II  NARRATIVE  LEVEL   III  MYTHICAL  LEVEL   IV  SUITABILITY  
  66. 66. NAM!  Food  &  Beverages   WAU!  Indoor  Decora<on   JES!  Wellbeing   WROOM!  Cars   CHIC!  Fashion   LOOK!  Casme<cs   TRIP!  Travel         LET’S MAKE ADVERTISING WITH A GREAT IMPACT!
  67. 67. More specific information on each studied sector www.aikakausmedia.fi/adhelp

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