66
HOW TO CREATE A GOOD AD SEMIOTIC-QUALITATIVE RESEARCH AND BRANDING
HOW TO CREATE A GOOD AD SEMIOTIC-QUALITATIVE RESEARCH AND BRANDING
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
• 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
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
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”.
1.
COLOURS. Luscious colours that suit the sector well make people pause, look and enjoy.
2.
1. 10 rules for
a good ad
MOOD. Enjoyable,special mood makes the reader to get absorbed into the advertisement.
3.
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.
4.
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.
5.
1. 10 rules for
a good ad
IDEA. Original idea prompts curiosity and will be remembered.
6.
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.
7.
1. 10 rules for
a good ad
SENSUALITY. Arouses desire for the product through senses: touch, taste, smell, sight, hearing.
8.
1. 10 rules for
a good ad
MEETS NEED. At the right time, suitable info, suitable product & right media for the consumer.
9.
1. 10 rules for
a good ad
BRAND. Guarantee of quality. The brand is well presented and recognizable.
10.
1. 10 rules for
a good ad
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
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?
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
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
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
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
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
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
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
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
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, 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
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
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
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
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
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
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
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
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
Urban
Organic
SEMIOTIC BRANDING
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
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
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...
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
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 • 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
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
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
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
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
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...
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
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
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
Mythical dreaming, fairytale
Everyday Ordinary, mundane
Luxurious special
Rational,
facts-focused informative
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
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
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
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
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
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
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
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
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
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
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
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
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:
