How to Create a Good Magazine Ad

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<ul><li><p>HOW TO CREATE A GOOD AD ADVERTISING RESEARCHES AS AN AID TO BRANDING </p></li><li><p>NAM! Food &amp; Beverages WAU! Indoor Decora</p></li><li><p>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 &amp; myths </p><p>PRACTICAL VALUES </p><p>DISPLAY VALUES </p><p>BASIC VALUES </p><p>BRAND VALUES BRAND IN A VALUE MAP </p><p>Static Dynamic </p><p>Urban </p><p>Organic </p></li><li><p>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 &amp; myths </p><p>PRACTICAL VALUES </p><p>DISPLAY VALUES </p><p>BASIC VALUES </p><p>BRAND VALUES BRAND IN A IMAGE MAP </p><p>Rational Mythical </p><p>Luxurious </p><p>Everyday </p></li><li><p>HOW TO CREATE A GOOD AD AdverKsing researches as an aid to branding </p><p>1. 10 rules for a good ad </p><p>2. Colours, shapes &amp; moods </p><p>3. Myths &amp; stories </p><p>4. Comparison 5. Summary </p></li><li><p>1. 10 rules for a good ad </p><p>Readers demand clarity. Clear ad has a simple composi</p></li><li><p>Good colours that suit the sector well make people pause and look </p><p>2. 1. 10 rules for </p><p>a good ad </p></li><li><p>Powerful, good mood makes reading the ad enjoyable </p><p>3. 1. 10 rules for </p><p>a good ad </p></li><li>Tells a story that s</li><li><p>Contains mythical elements </p><p>5. 1. 10 rules for </p><p>a good ad </p></li><li><p>Original idea prompts curiosity </p><p>6. 1. 10 rules for </p><p>a good ad </p></li><li><p>Not too much text. Only few products are so specific that that work well with a long explanatory text. </p><p>7. 1. 10 rules for </p><p>a good ad </p></li><li><p>Arouses desire for the product trough senses </p><p>8. 1. 10 rules for </p><p>a good ad </p></li><li>Meet the consumers needs: at the right </li><li><p>Guarantee of the brand = the brand is well presented and recognizable </p><p>10. 1. 10 rules for </p><p>a good ad </p></li><li><p>HOW TO CREATE A GOOD AD AdverKsing researches as an aid to branding </p><p>1. 10 rules for a good ad </p><p>2. Colours, shapes &amp; moods </p><p>3. Myths &amp; stories </p><p>4. Comparison 5. Summary </p></li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>2. Colours &amp; shapes </p><p>What is the brands persona like? </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>2. Colours &amp; shapes </p><p>What is the brands persona like? </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>2. Colours &amp; shapes </p><p>What is the brands persona like? </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>2. Colours &amp; shapes </p><p>What is the brands persona like? </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>How to express the brand values? </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p><p>2. Colours &amp; shapes </p></li><li><p>2. Colours &amp; shapes </p><p>How to express the brand values? </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>2. Colours &amp; shapes </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li>Glowing, strong colours Glamour and nightlife, rapid pace, drama Bright, angular, explosive shapes Hec</li><li><p>2. Colours &amp; shapes </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li>Sensual, down-to-earth, soX colours and shapes Sunday, res</li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p><p>2. Colours &amp; shapes </p></li><li><p>Strong, contrasKve colours Efficiency Power, speed Aggressiveness Stylish classical colours Status, prosperity Lively colours Trendiness Joyfulness SoX, organic colours Close to nature, ecological Humaneness </p><p>Explosive visuality, diagonal lines Accelera</p></li><li><p>2. Colours &amp; shapes </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>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 </p><p>INDOOR DECORATION PEACEFUL OR ACTIVE </p><p>Stylish, classical, blended colours and dignified materials Dignity, status, age Prosperity, status Idleness </p><p>2. Colours &amp; shapes </p></li><li><p>2. Colours &amp; shapes </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li>Health colours Clinical whites and surgical greens An</li><li><p>2. Colours &amp; shapes </p><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p></li><li><p>FOOD &amp; BEVERAGES SENSUAL, NATURAL, CLOSE TO NATURE </p><p>Delicious, yellow-Knged food colours Tickle the appe</p></li><li><p>Dynamic ExciKng, contrasKve, </p><p>abrupt, sharp, fragmented </p><p>Organic Close to nature: soX, blended, rounded colours and shapes </p><p>Urban Industrial: hard, bright, sharp colours and shapes </p><p>Static Calm, harmonious, </p><p>constant, monotonous </p><p>2. Colours &amp; shapes </p></li><li><p>Colours and moods convey warmth and relaxaKon Sensual pleasures: touch, smell, taste, sight, hearing </p><p> Turquoise = sign of holiday Peace, silence, no people Colours and moods of exoKcism </p><p> 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 </p><p>TRAVEL HARMONIC FOR THE RELAXATION SEEKERS </p><p>EVENTFUL FOR THE ADVENTURERS </p><p>2. Colours &amp; shapes </p></li><li><p>HOW TO CREATE A GOOD AD AdverKsing researches as an aid to branding </p><p>1. 10 rules for a good ad </p><p>2. Colours, shapes &amp; moods </p><p>3. Myths &amp; stories </p><p>4. Comparison 5. Summary </p></li><li><p>How to create a good ad? </p><p>3. Myths &amp; stories </p><p>1. How to place your brand into a value map? 2. Comparing your posi</p></li><li><p>Mythical dreaming, fairytale </p><p>Everyday ordinary, mundane </p><p>Luxurious special </p><p>What is the brand like? </p><p>3. Myths &amp; stories </p><p>Rational, facts-focused </p><p>informaKve </p></li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li><p>COSMETICS USES A LOT OF MYTHS, GOOD! </p><p>Female myths Femme Fatale, Lolita, Superwoman, </p><p>Domina, Child of Nature, Angel, Fairy, Top Model, Poem Girl, Sex Object </p><p> Myth of perfecKon flawless, porcelain skin Myth of science graphs, cell biology Myth of magic substance </p><p>Myth of purity white, transparent Myth of naturalness nude, no make-up SeducKon, use of power, treasure </p><p>hunKng, sex, daydreaming and sweetness in characters and stories. </p><p> Original visual execuKon </p><p> DisKnguishing brands </p><p>3. Myths &amp; stories </p></li><li><p>3. Myths &amp; stories </p><p>Rational, facts-focused </p><p>informaKve </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p></li><li><p>Female myths Femme Fatale, Lolita, Superwoman, </p><p>Domina, Child of Nature, Angel, Fairy, Top Model, Poem Girl, Sex Object, Barbie </p><p>Fairy tale myths Lihle Red Riding Hood, Cinderella, </p><p>Snow White, Sleeping Beauty, the Beauty and the Beast, Tarzan </p><p> Historical myths eras, styles </p><p>Myths of the upper class and luxuriousness Tales of idleness Timelessness, dreamlike Odd tales, fantasies Original visual execuKon DisKnguishing brands </p><p>FASHION FULL OF MYTHS, EXCELLENT! </p><p>3. Myths &amp; stories </p></li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li> Status stories, wealth Success myth: the car signals status Golden calf myth: car worship Travel tales: on the road Adventure myth, voyages of explora</li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li>Tales of pampering: </li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li><p>Food = Love Mother, family, care, warmth, comfort Stories about Grannys place and </p><p>nostalgia Candlelit dinners Food = Community Family, clan, stories about family par</p></li><li>Food = Abundance Garden storis, Garden of Eden Paradise myths, profusion Ruoka = Naturie Wild nature, fire, prehistorical connec</li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li>Tales of problems solved Before- and aXer-effects Healing hands The magic of touch, doctor the saviour Tales of medicine Miracle pills, magic po</li><li><p>3. Myths &amp; stories </p><p>Mythical dreaming, fairytale </p><p>Everyday Ordinary, mundane </p><p>Luxurious special </p><p>Rational, facts-focused </p><p>informaKve </p></li><li><p>Myth of paradise A perfect Eden, no work, only rest and </p><p>merrymaking Sensual pleasure: warmth, rippling, </p><p>delicacies and rest </p><p> Myth of nature Primeval home, living on the terms of </p><p>nature, sensual simplicity Wild nature, primi</p></li><li><p>HOW TO CREATE A GOOD AD AdverKsing researches as an aid to branding </p><p>1. 10 rules for a good ad </p><p>2. Colours, shapes &amp; moods </p><p>3. Myths &amp; stories </p><p>4. Comparison 5. Summary </p></li><li><p>FOOD &amp; BEVERAGES </p><p>WELL- BEING CARS FASHION </p><p>INTERIOR DECORATION </p><p>COSMETICS TRAVEL </p><p>Fantasy in pictures now + + + + + + + + + + + + + + </p><p>Mythicism + + + + + + + + + + + + + + + + Visual storytelling + + + + + + + + + + + + + + Storytelling in text - ++ + - ++ + - + + + </p><p>Mythicism in advertising 4. Comparison </p><p>important some importance not important </p></li><li><p>Exploiting myths </p><p>Sectors that exploit myths well: </p><p> Travel Fashion Cosme</p></li><li><p>FOOD &amp; BEVERAGES </p><p>WELL- BEING CARS FASHION </p><p>INTERIOR DECORATION </p><p>COSMETICS TRAVEL </p><p>InformaKon of the product + + + + + + + + + + + + + Advertorials enjoyable + + + + + + - + + + ? </p><p>Use instrucKons + + + + + + - - + + + Price info interesKng + - + + + + + - + + + + RealisKcism in pictures + - + + + - - - - + - - - + Focus on facts, text truthful + + + + + + + - + + + + - </p><p>Rationality in advertising </p><p>important some importance not important not studied </p><p>4. Comparison </p></li><li><p>FOCUSING ON FACTS </p><p>Sectors that need a raKonal arguments </p><p> Wellbeing Cars Cosme</p></li><li><p>FOOD &amp; BEVERAGES </p><p>WELL- BEING CARS FASHION </p><p>INTERIOR DECORATION </p><p>COSMETICS TRAVEL </p><p>Clarity + + + + + + + + + + + + + + + + + + + + + Supplements appreciated + + ? ? ? + + + + + + + Brands significance for image </p><p>+ + - + + - + + + + + - + + + + - + + </p><p>People visible - - + + + + + + - - - + + + + + Close-up of the product + + + + + + - + + + - - + RepeKKon/conKnuity in adverKsing </p><p>+ + + + + + + + + + + + + + + + + + + + + </p><p>Other differences / common features </p><p>important some importance not important not studied </p><p>4. Comparison </p></li><li><p>HOW TO CREATE A GOOD AD AdverKsing researches as an aid to branding </p><p>1. Rules for a good ad </p><p>2. Colours, shapes &amp; moods </p><p>3. Myths &amp; stories </p><p>4. Comparison 5. Summary </p></li><li><p>This is how you do it 5. Summary </p><p>Static Dynamic </p><p>Urban </p><p>Organic </p><p>1. SEMIOTIC POSITIONING </p><p>Where is your brand located on the axles staKc dynamic and organic urban? </p><p>PRACTICAL VALUES </p><p>DISPLAY VALUES </p><p>BASIC VALUES </p><p>BRAND VALUES </p></li><li><p>Rational Mythical </p><p>Luxurious </p><p>Everyday </p><p>2. SEMIOTIC POSITIONING </p><p>Where is your brand located on the axles everyday luxurious and raKonal mythical? </p><p>This is how you do it 5. Summary </p><p>PRACTICAL VALUES </p><p>DISPLAY VALUES </p><p>BASIC VALUES </p><p>BRAND VALUES </p></li><li><p>3. SEMIOTIC PLANNING: WHAT SUITS YOUR BRAND IN </p><p>a) Orienta</p></li><li><p>4. EXCECUTE CREATIVELY AND CAREFULLY </p><p>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! </p><p>This is how you do it 5. Summary </p><p>Rational Mytical </p><p>Luxurious </p><p>Everyday </p><p>Static Dynamic </p><p>Urban </p><p>Organic </p><p>PRACTICAL VALUES </p><p>DISPLAY VALUES </p><p>BASIC VALUES </p><p>BRAND VALUES </p><p>COMMUNICATING THE VALUES </p><p>I ORIENTATING LEVEL </p><p>II NARRATIVE LEVEL </p><p>III MYTHICAL LEVEL </p><p>IV SUITABILITY </p></li><li>NAM! Food &amp; Beverages WAU! Indoor Decora</li><li><p>More specific information on each studied sector www.aikakausmedia.fi/adhelp </p></li></ul>