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HOW TO CREATE A GOOD AD
ADVERTISING	
  RESEARCHES	
  AS	
  AN	
  AID	
  TO	
  BRANDING	
  
 	
  
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
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
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
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
1. 10 rules for
a good ad
Readers	
  demand	
  
clarity.	
  Clear	
  ad	
  has	
  	
  
a	
  simple	
  composi<on	
  
and	
  not	
  too	
  many	
  
objects.	
  
1.
Good	
  colours	
  that	
  
suit	
  the	
  sector	
  well	
  
make	
  people	
  pause	
  
and	
  look	
  
2.
1. 10 rules for
a good ad
Powerful,	
  good	
  
mood	
  makes	
  reading	
  
the	
  ad	
  enjoyable	
  
	
  
3.
1. 10 rules for
a good ad
Tells	
  a	
  story	
  that	
  	
  
s<cks	
  in	
  mind	
  	
  
4.
1. 10 rules for
a good ad
Contains	
  mythical	
  
elements	
  
5.
1. 10 rules for
a good ad
Original	
  idea	
  
prompts	
  curiosity	
  
6.
1. 10 rules for
a good ad
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
Arouses	
  desire	
  for	
  
the	
  product	
  trough	
  
senses	
  
8.
1. 10 rules for
a good ad
Meet	
  the	
  consumer’s	
  
needs:	
  at	
  the	
  right	
  
<me,	
  suitable	
  info,	
  
suitable	
  product	
  &	
  
right	
  media	
  
9.
1. 10 rules for
a good ad
Guarantee	
  of	
  the	
  
brand	
  =	
  the	
  brand	
  is	
  
well	
  presented	
  and	
  
recognizable	
  
10.
1. 10 rules for
a good ad
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
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	
  
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	
  
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	
  
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	
  
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
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	
  
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	
  
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
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	
  
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
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
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
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	
  
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
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	
  
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
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	
  
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
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
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
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
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
Mythical
dreaming,	
  fairytale	
  
Everyday
ordinary,	
  mundane	
  
Luxurious
special	
  
What	
  is	
  the	
  	
  
brand	
  like?	
  
3. Myths &
stories
Rational,
facts-focused
informaKve	
  
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
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
3. Myths &
stories
Rational,
facts-focused
informaKve	
  
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
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
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
 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
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
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
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
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
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!	
  
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
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
3. Myths &
stories
Mythical
dreaming,	
  fairytale	
  
Everyday
Ordinary,	
  mundane	
  
Luxurious
special	
  
Rational,
facts-focused
informaKve	
  
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
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
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 	
  	
  
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
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
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
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
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
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	
  
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	
  
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	
  
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	
  
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!
More specific information on each studied sector
www.aikakausmedia.fi/adhelp

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How to Create a Good Magazine Ad

  • 1. HOW TO CREATE A GOOD AD ADVERTISING  RESEARCHES  AS  AN  AID  TO  BRANDING  
  • 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. 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. 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. 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. 1. 10 rules for a good ad Readers  demand   clarity.  Clear  ad  has     a  simple  composi<on   and  not  too  many   objects.   1.
  • 7. Good  colours  that   suit  the  sector  well   make  people  pause   and  look   2. 1. 10 rules for a good ad
  • 8. Powerful,  good   mood  makes  reading   the  ad  enjoyable     3. 1. 10 rules for a good ad
  • 9. Tells  a  story  that     s<cks  in  mind     4. 1. 10 rules for a good ad
  • 10. Contains  mythical   elements   5. 1. 10 rules for a good ad
  • 11. Original  idea   prompts  curiosity   6. 1. 10 rules for a good ad
  • 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. Arouses  desire  for   the  product  trough   senses   8. 1. 10 rules for a good ad
  • 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. Guarantee  of  the   brand  =  the  brand  is   well  presented  and   recognizable   10. 1. 10 rules for a good ad
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Mythical dreaming,  fairytale   Everyday ordinary,  mundane   Luxurious special   What  is  the     brand  like?   3. Myths & stories Rational, facts-focused informaKve  
  • 40. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 3. Myths & stories Rational, facts-focused informaKve   Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special  
  • 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. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 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. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 3. Myths & stories Mythical dreaming,  fairytale   Everyday Ordinary,  mundane   Luxurious special   Rational, facts-focused informaKve  
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. More specific information on each studied sector www.aikakausmedia.fi/adhelp