how to create a good ad to create a good ad ... sensual, soft colours and shapes delicate mild ......

HOW TO CREATE A GOOD AD SEMIOTIC-QUALITATIVE RESEARCH AND BRANDING

We researched over 420 effective advertisements on seven sectors 2012-2016

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

• 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

This is how you do it 5. Summary

USE VALUES

SHOW VALUES

BASIC VALUES

BRAND VALUES

I ORIENTATING LEVEL

II NARRATIVE LEVEL

III MYTHICAL LEVEL

IV SUITABILITY

Semiotic – Qualitative method

WE FOUND

Specific rules for good advertising on each

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

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

1. 10 rules for

a good ad

CLARITY. Clear ad has a simple composition or “not too much happening there”.

COLOURS. Luscious colours that suit the sector well make people pause, look and enjoy.

1. 10 rules for

a good ad

MOOD. Enjoyable,special mood makes the reader to get absorbed into the advertisement.

1. 10 rules for

a good ad

STORY. Tells a story that sticks in mind. A dream come true, funny episode or a valuable lesson.

1. 10 rules for

a good ad

Contains mythical elements, that make the story dense with meaning. A whole world-view with good and bad in one glimpse.

1. 10 rules for

a good ad

IDEA. Original idea prompts curiosity and will be remembered.

1. 10 rules for

a good ad

NOT MUCH TEXT. Only few products are so specific that they work well with a long explanatory text.

1. 10 rules for

a good ad

SENSUALITY. Arouses desire for the product through senses: touch, taste, smell, sight, hearing.

1. 10 rules for

a good ad

MEETS NEED. At the right time, suitable info, suitable product & right media for the consumer.

1. 10 rules for

a good ad

BRAND. Guarantee of quality. The brand is well presented and recognizable.

1. 10 rules for

a good ad

1. 10 rules for

a good ad

2. Colours,

shapes & moods 3. Myths

& stories

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

How to express the brand values?

2. Colours &

shapes

ORIENTATING

NARRATIVE

MYTHICAL

SUITABILITY

2. Colours &

shapes

ORIENTATING

NARRATIVE

MYTHICAL

SUITABILITY

2. Colours &

shapes

ORIENTATING

NARRATIVE

MYTHICAL

SUITABILITY

2. Colours &

shapes

How to express the brand values?

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

2. Colours &

shapes

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

2. Colours &

shapes

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

2. Colours &

shapes

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

2. Colours &

shapes

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

2. Colours &

shapes

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

2. Colours &

shapes

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

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

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

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

Organic

SEMIOTIC BRANDING

1. 10 rules for

a good ad

2. Colours,

shapes & moods 3. Myths

& stories

Mythical Dreamy, fairytale

Everyday Ordinary, mundane

Luxurious Special

What is the brand like?

3. Myths &

stories

Rational, Informative,

Facts-focused

ORIENTATING

NARRATIVE

MYTHICAL

SUITABILITY

3. Myths &

stories

Mythical dreamy, fairytale

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...

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

3. Myths &

stories

Rational,

facts-focused informative

Mythical dreaming, fairytale

Luxurious special

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

3. Myths &

stories

Luxurious special

Rational,

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

3. Myths &

stories

Luxurious special

Rational,

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

3. Myths &

stories

Mythical Dreamy, fairytale

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...

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

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!

3. Myths &

stories

Luxurious special

Rational,

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

3. Myths &

stories

Luxurious special

Rational,

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

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

1. 10 rules for a

good ad

2. Colours,

stories

FOOD &

BEVERAGES

WROOM!

FASHION

INTERIOR

DECORATION

COSMETICS

TRAVEL

Fantasy in pictures now + + + + + + + + + + + + + +

Mythicism + + + + + + + + + + + + + + + +

Visual storytelling + + + + + + + + + + + + + +

Storytelling in text - ++ + - ++ + - + + +

MYTHICISM IN DIFFERENT SECTORS 4. Comparison

important some importance not important

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

FOOD &

BEVERAGES

WROOM!

FASHION

NTERIOR

DECORATION

COSMETICS

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

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

FOOD &

BEVERAGES

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

1. Rules for a

good ad

2. Colours,

stories

Static Dynamic

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

Rational Mythical

Luxurious

Everyday

2. SEMIOTIC POSITIONING

Where is your brand located on the axles everyday – luxurious and rational – mythical?

USE VALUES

SHOW VALUES

BASIC VALUES

BRAND VALUES

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

Organic

USE VALUES

SHOW VALUES

BASIC VALUES

BRAND 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!

Rational Mythical

Luxurious

Everyday

Static Dynamic

Organic

USE VALUES

SHOW VALUES

BASIC VALUES

BRAND VALUES

I ORIENTATING LEVEL

II NARRATIVE LEVEL

III MYTHICAL LEVEL

IV SUITABILITY

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

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how to create a good ad to create a good ad ... sensual, soft colours and shapes delicate mild ......

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