Download - How to Create a Good Magazine Ad
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 & stories FOOD & 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
