Here’s something I discovered after studying over 420 statistically very good advertisements 2012-2016.
Statistically means that all of them had got exceptionally good attention and reading values in many different quantitative research.
After that these ads were studied by both semiotic analysis and qualitative depth-interviews.
The ads were from seven sectors: food, wellbeing, cars, cosmetics, fashion, interior decoration and travel.
10 RULES FOR A GOOD AD:
Readers demand clarity. Clear ad has
a simple composition or “not too much happening there”.
Good colours that suit the product and its field well make people pause, look and enjoy.
Enjoyable,special mood makes the reader to get absorbed into the advertisement.
Tells a story that sticks in mind. A dream come true, funny episode or a valuable lesson.
Contains mythical elements, that make the story mystical and dense with meaning. A whole world-view with good and bad in one glimpse.
Original idea prompts curiosity and will be remembered.
7. NOT MUCH TEXT.
Not too much text. Only few products are so specific that they work well with a long explanatory text.
Arouses desire for the product through senses: touch, taste, smell, sight, hearing.
9. MEETS NEED.
Meets the consumer’s needs: at the right time, suitable info, suitable product & right media.
10. THE BRAND.
Guarantee of the brand quality. The brand is well presented and recognizable. Advertising is repeated enough.
Full research reports of the seven sectors plus a semiotic HELP-guide for branding and making better ads – is found on Aikakausmedia pages here:
HELP! How to make a good ad
NAM! Food & Beverages
WAU! Indoor Decoration
copyright: Vaula Norrena, Valores Consult and Aikakausmedia