How to Create a Good Magazine Ad

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  • HOW TO CREATE A GOOD AD ADVERTISING RESEARCHES AS AN AID TO BRANDING

  • NAM! Food & Beverages WAU! Indoor Decora

  • 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

  • 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
  • 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 consumers needs: at the right
  • 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
  • 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
  • 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

  • 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
  • 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

  • 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

  • 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
  • 3. Myths & stories

    Mythical dreaming, fairytale

    Everyday Ordinary, mundane

    Luxurious special

    Rational, facts-focused

    informaKve

  • Tales of pampering:
  • 3. Myths & stories

    Mythical dreaming, fairytale

    Everyday Ordinary, mundane

    Luxurious special

    Rational, facts-focused

    informaKve

  • Food = Love Mother, family, care, warmth, comfort Stories about Grannys place and

    nostalgia Candlelit dinners Food = Community Family, clan, stories about family par

  • Food = Abundance Garden storis, Garden of Eden Paradise myths, profusion Ruoka = Naturie Wild nature, fire, prehistorical connec
  • 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
  • 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

  • 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

  • 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

  • FOOD & BEVERAGES

    WELL- BEING CARS FASHION

    INTERIOR DECORATION

    COSMETICS TRAVEL

    Clarity + + + + + + + + + + + + + + + + + + + + + Supplements appreciated + + ? ? ? + + + + + + + Brands 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

  • 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
  • More specific information on each studied sector www.aikakausmedia.fi/adhelp