Advertising Series #3: The Image - Humanize - People in AD
an AD illustrating the people are using the product increases the effectiveness. If your ad contains the image of people, it can actually attract two times better than ads containing no people inside.
AD faces attract REAL faces. Pierre Martineau, one ad expert, explains this myth:
"Recognizing emotions and feeling sympathy are an important method in persuasion and communication in advertising. If readers or audiences can see themselves in the images of people using products and they can see themselves in the same situation, their senses and emotions will be stimulated and this process will lead to persuasion and create trust." There are two way:
Take a look at this TV Commercial. The situation captures a situation that is so true and simple (like daily life), but it is so unique and funny. The couple are normal, they are not famous; that is why that is so easy to relate us to their circumstance. This Corona Ad has done a great job to relate to all men drinking Corona by making his head turning toward the super model and forget his girl friend right there. The punch line is the act of squeezing the lemon wedge. It breaks the laugh and creates emotions in the ad. That is the climax of ad. Also, I forget to mention the context of Corona Ad is always somewhere in the beach. They have created a lifestyle product. They sell you not only a bottle of beer, but also a vacation with white sands, sun shine, and a sexy girlfriend.
I don't know why this ad cannot show up in here. So please click on the link (oh, I just fix it). The AD here are so well executed. They feature the popular song Suit & Tie by JT. The cool thing about this ad is they combine those two elements, they don't left anything behind. The sketch is two model-looking boy and girl are getting ready for a concert of Mr. JT. Bud Light Ad using music to set up the mood for the ad: classy, R&B, and trendy, as well as, using the black and white color to reconfirm the classiness (Also, I think the easy color help to highlight the blue color of the PLATINUM bottle at the end).
Suit & Tie ==> SOLD
Sexy Girl + Some less clothes scenes ===> SOLDD
Handsome Man + Showing status and success ======> SOLDDD
A group of JT fans showing off their PLATINUM ---uhmmm, kind of weird, but any way => SOL..D hardly on the sense of group influence...I think the AD didn't convince me on this part
JT ===============> SOLDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
Top of that, JT didn't hold any bottle. I think probably it was too expensive to put on the contract and make him drink their beer. They cannot afford the Midas hands of JT to create the Golden Touch.
AD faces attract REAL faces. Pierre Martineau, one ad expert, explains this myth:
"Recognizing emotions and feeling sympathy are an important method in persuasion and communication in advertising. If readers or audiences can see themselves in the images of people using products and they can see themselves in the same situation, their senses and emotions will be stimulated and this process will lead to persuasion and create trust." There are two way:
- The chosen people in the ad have to look like me or us, so we can see the picture of ourselves in the same situation.
Take a look at this TV Commercial. The situation captures a situation that is so true and simple (like daily life), but it is so unique and funny. The couple are normal, they are not famous; that is why that is so easy to relate us to their circumstance. This Corona Ad has done a great job to relate to all men drinking Corona by making his head turning toward the super model and forget his girl friend right there. The punch line is the act of squeezing the lemon wedge. It breaks the laugh and creates emotions in the ad. That is the climax of ad. Also, I forget to mention the context of Corona Ad is always somewhere in the beach. They have created a lifestyle product. They sell you not only a bottle of beer, but also a vacation with white sands, sun shine, and a sexy girlfriend.
What makes me so impressive because those Corona Ads have been branded so well. They have make their ads so iconic and memorable by the sound of the wave and the sound of the birds. I bet even I blindfold you right now, you just listen the sound of the TV ad, you still can tell which one is Corona's.
Bravo!
2. The chosen people have to be someone that we admire or desire to become.
2. The chosen people have to be someone that we admire or desire to become.
I don't know why this ad cannot show up in here. So please click on the link (oh, I just fix it). The AD here are so well executed. They feature the popular song Suit & Tie by JT. The cool thing about this ad is they combine those two elements, they don't left anything behind. The sketch is two model-looking boy and girl are getting ready for a concert of Mr. JT. Bud Light Ad using music to set up the mood for the ad: classy, R&B, and trendy, as well as, using the black and white color to reconfirm the classiness (Also, I think the easy color help to highlight the blue color of the PLATINUM bottle at the end).
Suit & Tie ==> SOLD
Sexy Girl + Some less clothes scenes ===> SOLDD
Handsome Man + Showing status and success ======> SOLDDD
A group of JT fans showing off their PLATINUM ---uhmmm, kind of weird, but any way => SOL..D hardly on the sense of group influence...I think the AD didn't convince me on this part
JT ===============> SOLDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
Top of that, JT didn't hold any bottle. I think probably it was too expensive to put on the contract and make him drink their beer. They cannot afford the Midas hands of JT to create the Golden Touch.
In brief, if those two ways don't happen, customers will suffer the burden of imagination to see how the product plays any role in their lives. We need AD people to help REAL people to visualize and fantasize (or much nicer word is imagine) the product.
Strangely, REAL people notice more about the people with the same sex in ad. REAL woman look at AD woman more than 33% that REAL man looks at AD woman. In addition, REAL man look at AD man more than 50% that REAL woman look at AD man.
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*explanation for the two terms:
AD people: People are illustrated in ad, not ad men or ad women working in the advertising industry.
REAL people: Customer or whoever consume ads.
AD people: People are illustrated in ad, not ad men or ad women working in the advertising industry.
REAL people: Customer or whoever consume ads.
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