how to create a good ad to create a good ad ... sensual, soft colours and shapes delicate mild ......
TRANSCRIPT
![Page 1: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/1.jpg)
HOW TO CREATE A GOOD AD SEMIOTIC-QUALITATIVE RESEARCH AND BRANDING
![Page 2: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/2.jpg)
We researched over 420 effective advertisements on seven sectors 2012-2016
NA
NAM! Food & Beverages
WAU! Indoor Decoration
JES! Wellbeing
WROOM! Cars
CHIC! Fashion
LOOK! Cosmetics
TRIP! Travel
What makes the best ads the best?
Vaula Norrena Valores Consult www.semiotiikka.com
![Page 3: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/3.jpg)
• We took 60 best ads of the year from each field
• These ads had the best attention values and reading
values according to quantitative research.
• We wanted to find out their secret: what makes these
ads more memorable and more effective than others?
• Each of the 7 fields was studied separately with a
semiotic-qualitative method during 2012- 2015
What makes the best ads the best?
Vaula Norrena/ Valores Consult www.semiotiikka.com
SEMIOTIC COMMUNICATION
I ORIENTATING LEVEL
II NARRATIVE LEVEL
III MYTHICAL LEVEL
IV SUITABILITY
![Page 4: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/4.jpg)
This is how you do it 5. Summary
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES
SEMIOTIC COMMUNICATION
I ORIENTATING LEVEL
II NARRATIVE LEVEL
III MYTHICAL LEVEL
IV SUITABILITY
Semiotic – Qualitative method
WE FOUND
Specific rules for good advertising on each
field
10 + universal rules for a good print ad
The power of myths – and colours!
Universal semiotic brand positioning tools
Vaula Norrena/ Valores Consult www.semiotiikka.com
A Depth-interviews amongst readers
B Semiotic analysis of advertisements
C Synthesis of results
![Page 5: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/5.jpg)
HOW TO CREATE A GOOD AD Advertising researches as an aid to branding
1. 10 rules for a
good ad
2. Colours,
shapes & moods 3. Myths &
stories
4. Comparison 5. Summary
![Page 6: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/6.jpg)
1. 10 rules for
a good ad
CLARITY. Clear ad has a simple composition or “not too much happening there”.
1.
![Page 7: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/7.jpg)
COLOURS. Luscious colours that suit the sector well make people pause, look and enjoy.
2.
1. 10 rules for
a good ad
![Page 8: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/8.jpg)
MOOD. Enjoyable,special mood makes the reader to get absorbed into the advertisement.
3.
1. 10 rules for
a good ad
![Page 9: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/9.jpg)
STORY. Tells a story that sticks in mind. A dream come true, funny episode or a valuable lesson.
4.
1. 10 rules for
a good ad
![Page 10: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/10.jpg)
Contains mythical elements, that make the story dense with meaning. A whole world-view with good and bad in one glimpse.
5.
1. 10 rules for
a good ad
![Page 11: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/11.jpg)
IDEA. Original idea prompts curiosity and will be remembered.
6.
1. 10 rules for
a good ad
![Page 12: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/12.jpg)
NOT MUCH TEXT. Only few products are so specific that they work well with a long explanatory text.
7.
1. 10 rules for
a good ad
![Page 13: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/13.jpg)
SENSUALITY. Arouses desire for the product through senses: touch, taste, smell, sight, hearing.
8.
1. 10 rules for
a good ad
![Page 14: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/14.jpg)
MEETS NEED. At the right time, suitable info, suitable product & right media for the consumer.
9.
1. 10 rules for
a good ad
![Page 15: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/15.jpg)
BRAND. Guarantee of quality. The brand is well presented and recognizable.
10.
1. 10 rules for
a good ad
![Page 16: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/16.jpg)
HOW TO CREATE A GOOD AD Advertising researches as an aid to branding
1. 10 rules for
a good ad
2. Colours,
shapes & moods 3. Myths
& stories
4. Comparison 5. Summary
![Page 17: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/17.jpg)
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
2. Colours &
shapes
What is the brand’s persona like?
Static Calm, harmonious,
constant, monotonous
ORIENTATING
NARRATIVE
MYTHICAL
SUITABILITY
![Page 18: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/18.jpg)
How to express the brand values?
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
2. Colours &
shapes
ORIENTATING
NARRATIVE
MYTHICAL
SUITABILITY
![Page 19: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/19.jpg)
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
2. Colours &
shapes
What is the brand’s persona like?
Static Calm, harmonious,
constant, monotonous
ORIENTATING
NARRATIVE
MYTHICAL
SUITABILITY
![Page 20: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/20.jpg)
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
2. Colours &
shapes
What is the brand’s persona like?
Static Calm, harmonious,
constant, monotonous
ORIENTATING
NARRATIVE
MYTHICAL
SUITABILITY
![Page 21: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/21.jpg)
2. Colours &
shapes
How to express the brand values?
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
Glowing colours Glamour , nightlife Rapid pace, drama Bright, angular Explosive shapes Hecticness, urbanity, Sci-fi, Futurism Fast rhythm More everything
Sensual, soft colours and shapes Delicate Mild Natural, earthy Organic shapes Weak tones Calmness, Unity Less everything
![Page 22: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/22.jpg)
2. Colours &
shapes
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
![Page 23: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/23.jpg)
Glowing, strong colours • Glamour and nightlife, rapid pace, drama • Bright, angular, explosive shapes • Hecticness, urbanity, sci-fi Stylish subdued colours • Refined mood, prosperity
COSMETICS URBAN & EVENTFUL
ORGANIC & HARMONIC
Sensual, down-to-earth, soft colours and shapes • Delicate, natural • Soft, organic shapes • Adaptability, calmness
2. Colours &
shapes
![Page 24: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/24.jpg)
2. Colours &
shapes
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
![Page 25: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/25.jpg)
Sensual, down-to-earth, soft colours and shapes • Sunday, resting, peace, stillness • Close to nature, nostalgia, safety • Sensitiveness, dreaming Glowing, strong colours, jagged shapes • Speed, activity, drama, taking risks • Future, hecticness, urbanity
Sensual, down-to-earth, soft colours and organic shapes • Sensitivity, naturalness, gentleness • Nostalgia, retro, safety, old time Stylish subdued colours ’design-shapes’ (not sharp, not round) • Refined mood, prosperity, timelessness • Idleness, upper-class
FASHION URBAN & EVENTFUL
ORGANIC & HARMONIC
2. Colours &
shapes
![Page 26: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/26.jpg)
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
2. Colours &
shapes
![Page 27: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/27.jpg)
Strong, contrastive colours • Efficiency • Power, speed • Aggressiveness Stylish classical colours • Status, prosperity Lively colours • Trendiness • Joyfulness Soft, organic colours • Close to nature, ecological • Humaneness
Explosive visuality, diagonal lines • Acceleration, speed • Dynamic • Achieving mode Static visuality • A static car presented for the buyer Slow, calm visuality • Enjoying life without haste, time is a luxury
CARS URBAN & EVENTFUL CALM & HARMONIC
2. Colours &
shapes
![Page 28: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/28.jpg)
2. Colours &
shapes
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
![Page 29: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/29.jpg)
Soft, organic or light, mild colours and materials • Rest, Sunday, peace, silence • Closeness to nature, nostalgia, security • Delicacy, dreaming Strong, contrastive 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
![Page 30: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/30.jpg)
2. Colours &
shapes
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
![Page 31: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/31.jpg)
Health colours • Clinical whites and surgical greens • Antiseptic turquoises • Pure and treating 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
![Page 32: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/32.jpg)
2. Colours &
shapes
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
![Page 33: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/33.jpg)
FOOD & BEVERAGES SENSUAL, NATURAL, CLOSE TO NATURE
Delicious, yellow-tinged food colours • Tickle the appetite • Sign of eatability
Colours of primitive man: brick red • Warmth, security, energy
(sausage, red meat) Healthy greens • Vitality, youth, health (salad, sprouts)
Artificial, sweet colours • Candy, factory-made (soft drinks, sweets,
juice ices) A super close-up makes the mouth water Organic, soft typographies • To communicate eatability, deliciousness,
hand-made
2. Colours &
shapes
![Page 34: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/34.jpg)
Dynamic Exciting, contrastive,
abrupt, sharp, fragmented
Organic Close to nature: soft, blended, rounded colours and shapes
Urban Industrial: hard, bright, sharp colours and shapes
Static Calm, harmonious,
constant, monotonous
2. Colours &
shapes
Strong, bright or dark, contrastive colours Vitality, laughter, life Night, party, danger Hectic visuality Diagonal lines , fast rhythm => Excitement, danger => Hurry
Sensual pleasures: Touch, smell, taste, Sight, hearing Turquoise and sand: Holiday and relaxation Peace, silence No people Idle landscape Colours and moods of relaxation or exoticism
![Page 35: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/35.jpg)
Colours and moods convey warmth and relaxation Sensual pleasures: • touch, smell, taste, sight, hearing
Turquoise = sign of holiday Peace, silence, no people Colours and moods of exoticism
Strong, contrastive colours Vitality, laughter, life Moods of the city and excitement Scattered, hectic visuality Bright and dark colours, night, excitement Diagonal lines communicate excitement
TRAVEL HARMONIC FOR THE RELAXATION SEEKERS
EVENTFUL FOR THE ADVENTURERS
2. Colours &
shapes
![Page 36: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/36.jpg)
1. How to place your brand into VISUAL VALUE MAP?
2. Comparing your position to competitors
3. How to communicate brand values with colours, shapes, moods and rhythm
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES VISUAL VALUE MAP
Static Dynamic
Urban
Organic
SEMIOTIC BRANDING
![Page 37: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/37.jpg)
HOW TO CREATE A GOOD AD Advertising researches as an aid to branding
1. 10 rules for
a good ad
2. Colours,
shapes & moods 3. Myths
& stories
4. Comparison 5. Summary
![Page 38: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/38.jpg)
Mythical Dreamy, fairytale
Everyday Ordinary, mundane
Luxurious Special
What is the brand like?
3. Myths &
stories
Rational, Informative,
Facts-focused
ORIENTATING
NARRATIVE
MYTHICAL
SUITABILITY
![Page 39: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/39.jpg)
3. Myths &
stories
Mythical dreamy, fairytale
Everyday Ordinary, mundane
Luxurious Special
Rational Informative, facts-
focused
Femme Fatale, Lolita, Superwoman, Domina, Diva,
Child of Nature, Angel, Fairy,
Top Model, Poem Girl,
Princess, Sex Object, Working Woman
Science, Perfection,
Purity, Virginity,
NaturalnessNudity,
Magic, Medicine,
Power...
Sensation, Seduction,
Sex, Gold, Diamonds, Treasure,
Magic Bottle, Royal...
![Page 40: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/40.jpg)
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 perfection • 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 Seduction, use of power, treasure
hunting, sex, daydreaming and sweetness in characters and stories.
Original visual execution
Distinguishing brands
3. Myths &
stories
![Page 41: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/41.jpg)
3. Myths &
stories
Rational,
facts-focused informative
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
![Page 42: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/42.jpg)
Female myths • Femme Fatale, Lolita, Superwoman,
Domina, Child of Nature, Angel, Fairy, Top Model, Poem Girl, Sex Object, Barbie…
Fairy tale myths • Little 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 execution Distinguishing brands
FASHION FULL OF MYTHS, EXCELLENT!
3. Myths &
stories
![Page 43: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/43.jpg)
3. Myths &
stories
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
![Page 44: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/44.jpg)
Status stories, wealth Success myth: the car signals status Golden calf myth: car worship Travel tales: on the road Adventure myth, voyages of exploration
Freedom myth: as free as a bird in the sky Tales of everyday fun Pet and beast tales Without forgetting key information
The real price including fittings would be appreciated
CARS NEEDS MORE DREAMING AND MYTHS
3. Myths &
stories
![Page 45: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/45.jpg)
3. Myths &
stories
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
![Page 46: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/46.jpg)
Tales of pampering: time, rest and good food, cushions, blankets, candlelit dinners Myth of the eternal Sunday: everything tidy and luxurious, static, stylish, taking it easy Myths of the security of the home nest: nest-like cosiness, sumptuous sofas, soft 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 time 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
![Page 47: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/47.jpg)
3. Myths &
stories
Mythical Dreamy, fairytale
Everyday Ordinary, mundane
Luxurious Special
Rational, Informative, facts-focused
Food = Love
Food = Security Food = Community
Food = Bond Food = Abundance
Food = Nostalgia Food = Status
- Seals and Ribbons of Royalty, Quality
- Granny’s Recipe - 100% of - 0 % of... - Fat-free - - Sugar-free...
Paradise, Wilderness Fire, Bonfire
Farm, Fairytale Fruit
Mother Grandmother Family
Friends...
![Page 48: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/48.jpg)
Food = Love • Mother, family, care, warmth, comfort • Stories about Granny’s place and
nostalgia • Candlelit dinners Food = Community • Family, clan, stories about family parties • Friends together, sharing • Harvest myths
Food = Status • Hedonism, prosperity, fine milieux and
table settings • Parties 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
![Page 49: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/49.jpg)
Food = Abundance • Garden storis, Garden of Eden • Paradise myths, profusion Ruoka = Naturie • Wild nature, fire, prehistorical connection Semiotics of quality seals • Kings sigil, wax seals, quality certificates
The origin of food & food production methods • proof of safe origin and an ethical
production process Recipes are always wanted Basic information of the product and tips for using it
3. Myths &
stories FOOD & BEVERAGES MORE DREAMING & MYTHS!
![Page 50: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/50.jpg)
3. Myths &
stories
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
![Page 51: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/51.jpg)
Tales of problems solved • Before- and after-effects Healing hands • The magic of touch, doctor the saviour Tales of medicine • Miracle pills, magic potions Myths of care and treatment • Babylike feeling, safety in mother’s arms • Svelte nurse in white
Stories of wellbeing and health • Rest, relaxation, nature, simplicity Tales of being able to carry on and energy • Strong women and men, motion, flow Myth of science • ”Name Latin” • Difficult-to-pronounce magic words Without forgetting basic information
WELLBEING MORE DREAMING & MYTHS
3. Myths &
stories
![Page 52: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/52.jpg)
3. Myths &
stories
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
![Page 53: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/53.jpg)
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, primitiveness, gracefulness
Myth of adventure • explorers’ tales
Hero myth • tales of survival History myth • stories from history, time travel, holy places Travel is a dream • another reality Arousing a desire to take a holiday Key information needed
TRAVEL HARMONIC FOR THE RELAXATION SEEKERS
EVENTFUL FOR THE ADVENTURERS
3. Myths &
stories
![Page 54: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/54.jpg)
1. How to place your brand into STORY and IMAGE MAP?
2. Comparing your position to competitors
3. How to communicate brand values with atmosphere, stories & myths
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES STORY AND IMAGE MAP
Rational Mythical
Luxurious
Everyday
SEMIOTIC BRANDING
![Page 55: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/55.jpg)
HOW TO CREATE A GOOD AD Advertising researches as an aid to branding
1. 10 rules for a
good ad
2. Colours,
shapes & moods 3. Myths &
stories
4. Comparison 5. Summary
![Page 56: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/56.jpg)
NAM!
FOOD &
BEVERAGES
JES!
WELL-
BEING
WROOM!
CARS
CHIC!
FASHION
WAU!
INTERIOR
DECORATION
LOOK!
COSMETICS
TRIP!
TRAVEL
Fantasy in pictures now + + + + + + + + + + + + + +
Mythicism + + + + + + + + + + + + + + + +
Visual storytelling + + + + + + + + + + + + + +
Storytelling in text - ++ + - ++ + - + + +
MYTHICISM IN DIFFERENT SECTORS 4. Comparison
important some importance not important
![Page 57: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/57.jpg)
EXPLOITING MYTHS
Sectors that exploit myths well:
• Travel • Fashion • Cosmetics
Also other sectors would benefit from stronger mythicism, especially cars, interior decoration and other consumer durables. Stories and mythicism can be used to build significant immaterial additional value. Strengthening mythicism and stories in advertising always produces a stronger and more desired brand.
4. Comparison
![Page 58: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/58.jpg)
NAM!
FOOD &
BEVERAGES
JES!
WELL-
BEING
WROOM!
CARS
CHIC!
FASHION
WAU!
NTERIOR
DECORATION
LOOK!
COSMETICS
TRIP!
TRAVEL
Information of the product + + + + + + + + + + + + +
Advertorials enjoyable + + + + + + - + + + ?
Use instructions + + + + + + - - + + +
Price info interesting + - + + + + + - + + + +
Realisticism in pictures + - + + + - - - - + - - - +
Focus on facts, text truthful + + + + + + + - + + + + -
RATIONALITY IN DIFFERENT SECTORS
important some importance not important not studied
4. Comparison
![Page 59: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/59.jpg)
FOCUSING ON FACTS
Sectors that need rational arguments
• Wellbeing • Cars • Cosmetics (to a certain point) • Food & beverages (to a certain point)
In some sectors, product information strongly separates brands, and the consumer needs clear facts about the product. The most skilLful marketers are able to combine a story and mythicism with a focus on facts. Good examples can be found in cosmetics advertising. The price would be a welcome item of information in numerous sectors, and the consumer does not see it as demeaning the brand at all.
4. Comparison
![Page 60: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/60.jpg)
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 + + + + + + - + + + - - + Repetition/continuity in advertising
+ + + + + + + + + + + + + + + + + + + + +
Other differences / common features
important some importance not important not studied
4. Comparison
![Page 61: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/61.jpg)
HOW TO CREATE A GOOD AD Advertising researches as an aid to branding
1. Rules for a
good ad
2. Colours,
shapes & moods 3. Myths &
stories
4. Comparison 5. Summary
![Page 62: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/62.jpg)
This is how you do it 5. Summary
Static Dynamic
Urban
Organic
1. SEMIOTIC POSITIONING
Where is your brand located on the axles static – dynamic and organic – urban?
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES
![Page 63: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/63.jpg)
Rational Mythical
Luxurious
Everyday
2. SEMIOTIC POSITIONING
Where is your brand located on the axles everyday – luxurious and rational – mythical?
This is how you do it 5. Summary
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES
![Page 64: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/64.jpg)
3. SEMIOTIC PLANNING: WHAT SUITS YOUR
BRAND IN…
a) Orientating level: colours, shapes, moods, rhythm b) Narrative & mythical level: myths, archetypes,
characters, symbols
Rational Mythical
Luxurious
Everyday
Static Dynamic
Urban
Organic
This is how you do it 5. Summary
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES
SEMIOTIC COMMUNICATION
I ORIENTATING LEVEL
II NARRATIVE LEVEL
III MYTHICAL LEVEL
IV SUITABILITY
![Page 65: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/65.jpg)
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 Mythical
Luxurious
Everyday
Static Dynamic
Urban
Organic
USE VALUES
SHOW VALUES
BASIC VALUES
BRAND VALUES
SEMIOTIC COMMUNICATION
I ORIENTATING LEVEL
II NARRATIVE LEVEL
III MYTHICAL LEVEL
IV SUITABILITY
![Page 66: HOW TO CREATE A GOOD AD TO CREATE A GOOD AD ... Sensual, soft colours and shapes Delicate Mild ... Nudity, Magic, Medicine, Power... Sensation, Seduction,](https://reader030.vdocuments.net/reader030/viewer/2022020214/5acd5c0b7f8b9a875a8db6fe/html5/thumbnails/66.jpg)
LET’S MAKE ADVERTISING
WITH A GREAT IMPACT!
NAM! Food & Beverages WAU! Indoor Decoration JES! Wellbeing WROOM! Cars CHIC! Fashion LOOK! Cosmetics TRIP! Travel
www.aikakausmedia.fi/adhelp www.semiotiikka.com
Full reports and more on semiotic branding: