How to Create a Good Magazine Ad

HOW TO CREATE A GOOD AD
ADVERTISING
RESEARCHES
AS
AN
AID
TO
BRANDING

NAM!
Food
&
Beverages

WAU!
Indoor
Decora<on

JES!
Wellbeing

WROOM!
Cars

CHIC!
Fashion

LOOK!
Cosme<cs

TRIP!
Travel

We researched over 400
eﬀective advertisements
on 7 diﬀerent sectors

1.  How
to
place
your
brand
into
a
value
map?

2.  Comparing
your
posiKon
to
a
compeKtor

3.  How
to
communicate
brand
values
with
colours,
shapes,
moods,
stories
&
myths

PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES
BRAND
IN
A
VALUE
MAP

Static Dynamic
Urban
Organic

1.  How
to
place
your
brand
into
a
value
map?

2.  Comparing
your
posiKon
to
a
compeKtor

3.  How
to
communicate
brand
values
with
colours,
shapes,
moods,
stories
&
myths

PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES
BRAND
IN
A
IMAGE
MAP

Rational Mythical
Luxurious
Everyday

AdverKsing
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
Readers
demand

clarity.
Clear
ad
has

a
simple
composi<on

and
not
too
many

objects.

1.

Good
colours
that

suit
the
sector
well

make
people
pause

and
look

2.
1. 10 rules for
a good ad

Powerful,
good

mood
makes
reading

the
ad
enjoyable

3.
1. 10 rules for
a good ad

Tells
a
story
that

s<cks
in
mind

4.
1. 10 rules for
a good ad

Contains
mythical

elements

5.
1. 10 rules for
a good ad

Original
idea

prompts
curiosity

6.
1. 10 rules for
a good ad

Not
too
much
text.

Only
few
products

are
so
speciﬁc
that

that
work
well
with
a

long
explanatory

text.

7.
1. 10 rules for
a good ad

Arouses
desire
for

the
product
trough

senses

8.
1. 10 rules for
a good ad

Meet
the
consumer’s

needs:
at
the
right

<me,
suitable
info,

suitable
product
&

right
media

9.
1. 10 rules for
a good ad

Guarantee
of
the

brand
=
the
brand
is

well
presented
and

recognizable

10.
1. 10 rules for
a good ad

AdverKsing
researches
as
an
aid
to
branding

1. 10 rules for
a good ad
2. Colours,
shapes & moods
3. Myths
& stories

Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,
fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

2. Colours &
shapes
What
is
the
brands

persona
like?

Static
Calm,
harmonious,

constant,
monotonous

How
to
express
the

brand
values?

Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,
fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

Static
Calm,
harmonious,

constant,
monotonous

2. Colours &
shapes

2. Colours &
shapes
How
to
express
the

brand
values?

Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,
fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

Static
Calm,
harmonious,

constant,
monotonous

2. Colours &
shapes
Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,
fragmented
Organic
Close
to
nature:
soX,
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

• 
Hec<cness,
urbanity,
sci-‐ﬁ

Stylish
subdued
colours

•  Reﬁned
mood,
prosperity

COSMETICS

URBAN
&
EVENTFUL

ORGANIC
&
HARMONIC

Sensual,
down-‐to-‐earth,
soX
colours

and
shapes

•  Delicate,
natural

•  SoX,
organic
shapes

•  Adaptability,
calmness

2. Colours &
shapes

Sensual,
soX
colours

and
shapes

•  Sunday,
res<ng,
peace,
s<llness

•  Close
to
nature,
nostalgia,
safety

•  Sensi<veness,
dreaming

Glowing,
strong
colours,

jagged
shapes

•  Speed,
ac<vity,
drama,
taking
risks

•  Future,
hec<cness,
urbanity

Sensual,
soX
colours
and

organic
shapes

•  Sensi<vity,
naturalness,
gentleness

•  Nostalgia,
retro,
safety,
old
<me

Stylish
subdued
colours

’design-‐shapes’
(not
sharp,
not
round)

•  Reﬁned
mood,
prosperity,
<melessness

•  Idleness,
upper-‐class

FASHION

URBAN
&
EVENTFUL

ORGANIC
&
HARMONIC

2. Colours &
shapes

Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,

fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

Static
Calm,
harmonious,

constant,

monotonous

2. Colours &
shapes

Strong,
contrasKve
colours

•  Eﬃciency

•  Power,
speed

•  Aggressiveness

Stylish
classical
colours

•  Status,
prosperity

Lively
colours

•  Trendiness

•  Joyfulness

SoX,
organic
colours

•  Close
to
nature,
ecological

•  Humaneness

Explosive
visuality,
diagonal
lines

•  Accelera<on,
speed

•  Dynamic

•  Achieving
mode

StaKc
visuality

•  A
sta<c
car
presented
for
the
buyer

Slow,
calm
visuality

•  Enjoying
life
without
haste,
<me
is
a
luxury

CARS

URBAN
&
EVENTFUL

CALM
&
HARMONIC

2. Colours &
shapes

2. Colours &
shapes
Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,

fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

Static
Calm,
harmonious,

constant,

monotonous

SoX,
organic
or
light,
mild
colours
and

materials

• 
Rest,
Sunday,
peace,
silence

• 
Closeness
to
nature,
nostalgia,
security

• 
Delicacy,
dreaming

Strong,
contrasKve
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

Health
colours

• 
Clinical
whites
and
surgical
greens

• 
An<sep<c
turquoises

• 
Pure
and
trea<ng
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

FOOD & BEVERAGES

SENSUAL,
NATURAL,
CLOSE
TO
NATURE

Delicious,
yellow-‐Knged
food
colours

• 
Tickle
the
appe<te

• 
Sign
of
eatability

Colours
of
primiKve
man:
brick
red

•  Warmth,
security,
energy

(sausage,
red
meat)

Healthy
greens

• 
Vitality,
youth,
health
(salad,
sprouts)

ArKﬁcial,
sweet
colours

•  Candy,
factory-‐made
(soX
drinks,
sweets,

juice
ices)

A
super
close-‐up
makes
the
mouth
water

Organic,
soX
typographies

•  To
communicate
eatability,
deliciousness,

hand-‐made

2. Colours &
shapes

Dynamic
ExciKng,
contrasKve,

abrupt,
sharp,
fragmented
Organic
Close
to
nature:
soX,
blended,
rounded
colours
and
shapes

Urban
Industrial:
hard,
bright,
sharp
colours
and
shapes

Static
Calm,
harmonious,

constant,
monotonous

2. Colours &
shapes

Colours
and
moods
convey
warmth
and

relaxaKon

Sensual
pleasures:

• 
touch,
smell,
taste,
sight,
hearing

Turquoise
=
sign
of
holiday

Peace,
silence,
no
people

Colours
and
moods
of
exoKcism

Strong,
contrasKve
colours

Vitality,
laughter,
life

Moods
of
the
city
and
excitement

Scabered,
hecKc
visuality

Bright
and
dark
colours,
night,
excitement

Diagonal
lines
communicate
excitement

TRAVEL

HARMONIC
FOR
THE
RELAXATION
SEEKERS

EVENTFUL
FOR
THE
ADVENTURERS

2. Colours &
shapes

How
to
create

a
good
ad?

3. Myths &
stories
1.  How
to
place
your
brand
into
a
value
map?

2.  Comparing
your
posi<on
to
a
compe<tor

3.  How
to
communicate
brand
values
with
colours,

shapes,
moods,
stories
&
myths

PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES
BRAND
IN
A
IMAGE
MAP

Mythical
Everyday
Rational,
facts-focused
Luxurious

Mythical
dreaming,
fairytale

Everyday
ordinary,
mundane

Luxurious
special

What
is
the

brand
like?

3. Myths &
stories
Rational,
facts-focused
informaKve

3. Myths &
stories
Mythical
dreaming,
fairytale

Everyday
Ordinary,
mundane

Luxurious
special

Rational,
facts-focused
informaKve

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
perfecKon

•  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

⇒  SeducKon,
use
of
power,
treasure

hunKng,
sex,
daydreaming
and

sweetness
in
characters
and
stories.

⇒ 
Original
visual
execuKon

⇒  DisKnguishing
brands

3. Myths &
stories

3. Myths &
stories
Rational,
facts-focused
informaKve

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

•  Lihle
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
execuKon

⇒ 
DisKnguishing
brands

FASHION

FULL
OF
MYTHS,
EXCELLENT!

3. Myths &
stories

Status
stories,
wealth

Success
myth:
the
car
signals
status

Golden
calf
myth:
car
worship

Travel
tales:
on
the
road

Adventure
myth,
voyages
of
explora<on

Freedom
myth:
as
free
as
a
bird
in
the
sky

Tales
of
everyday
fun

Pet
and
beast
tales

⇒ 
Without
forgedng
key
informaKon

⇒ 
The
real
price
including
ﬁdngs
would
be

appreciated

CARS

NEEDS
MORE
DREAMING
AND
MYTHS

3. Myths &
stories

Tales
of
pampering:
<me,
rest
and
good
food,

cushions,
blankets,
candlelit
dinners

Myth
of
the
eternal
Sunday:
everything
<dy

and
luxurious,
sta<c,
stylish,
taking
it
easy

Myths
of
the
security
of
the
home
nest:
nest-‐
like
cosiness,
sumptuous
sofas,
soX
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
<me
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

Food
=
Love

•  Mother,
family,
care,
warmth,
comfort

•  Stories
about
Granny’s
place
and

nostalgia

•  Candlelit
dinners

Food
=
Community

• 
Family,
clan,
stories
about
family
par<es

• 
Friends
together,
sharing

• 
Harvest
myths

Food
=
Status

•  Hedonism,
prosperity,
ﬁne
milieux
and

table
sejngs

•  Par<es
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
connec<on

SemioKcs
of
quality
seals

•  Kings
sigil,
wax
seals,
quality
cer<ﬁcates

The
origin
of
food
&
food
producKon

methods

•  proof
of
safe
origin
and
an
ethical

produc<on
process

⇒ 

Recipes
are
always
wanted

⇒ 

Basic
informaKon
of
the
product
and

Kps
for
using
it
3. Myths &
storiesFOOD & BEVERAGES

MORE
DREAMING
&
MYTHS!

Tales
of
problems
solved

•  Before-‐
and
aXer-‐effects

Healing
hands

•  The
magic
of
touch,
doctor
the
saviour

Tales
of
medicine

•  Miracle
pills,
magic
po<ons

Myths
of
care
and
treatment

•  Babylike
feeling,
safety
in
mother’s
arms

•  Svelte
nurse
in
white

Stories
of
wellbeing
and
health

•  Rest,
relaxa<on,
nature,
simplicity

Tales
of
being
able
to
carry
on
and
energy

•  Strong
women
and
men,
mo<on,
flow

Myth
of
science

•  ”Name
La<n”

•  Difficult-‐to-‐pronounce
magic
words

⇒  Without
forgedng
basic
informaKon

WELLBEING

MORE
DREAMING
&
MYTHS

3. Myths &
stories

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,
primi<veness,
gracefulness

Myth
of
adventure

•  explorers’
tales

Hero
myth

•  tales
of
survival

History
myth

•  stories
from
history,
<me
travel,
holy
places

Travel
is
a
dream

•  another
reality

⇒ 

Arousing
a
desire
to
take
a
holiday

⇒ 

Key
informaKon
needed

TRAVEL

HARMONIC
FOR
THE
RELAXATION
SEEKERS

EVENTFUL
FOR
THE
ADVENTURERS

3. Myths &
stories

FOOD &
BEVERAGES
WELL-
BEING CARS FASHION
INTERIOR
DECORATION
COSMETICS TRAVEL
Fantasy
in

pictures
now
+
+
+
+
+
+
+
+
+
+
+
+
+
+

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

+
+
+

Visual

storytelling
+
+
+
+
+
+
+
+
+
+
+
+
+
+

Storytelling

in
text
-‐
++
+
-‐
++
+
-‐
+
+
+

Mythicism in advertising 4. Comparison
important

some
importance

not
important

Exploiting
myths
Sectors
that
exploit
myths
well:

•  Travel

•  Fashion

•  Cosme<cs

Also
other
sectors
would
beneﬁt
from

stronger
mythicism,
especially
cars,
interior

decora<on
and
other
consumer
durables.

Stories
and
mythicism
can
be
used
to
build

signiﬁcant
immaterial
addiKonal
value.

Strengthening
mythicism
and
stories
in

adver<sing
always
produces
a
stronger
and

more
desired
brand.

4. Comparison

FOOD &
BEVERAGES
WELL-
BEING CARS FASHION
INTERIOR
DECORATION
COSMETICS TRAVEL
InformaKon
of

the
product
+
+
+
+
+
+
+
+
+
+
+
+
+

Advertorials

enjoyable
+

+
+
+
+
+

-‐
+
+
+
?

Use
instrucKons
+
+
+
+
+
+
-‐
-‐
+
+
+

Price
info

interesKng
+
-‐
+
+
+
+
+
-‐
+
+
+
+

RealisKcism

in
pictures
+
-‐
+
+
+
-‐
-‐
-‐
-‐
+
-‐
-‐
-‐
+

Focus
on
facts,

text
truthful
+
+
+
+
+
+
+
-‐
+
+
+
+
-‐

Rationality in advertising
important

some
importance

not
important

not
studied

4. Comparison

FOCUSING ON
FACTS
Sectors
that
need
a
raKonal
arguments

•  Wellbeing

•  Cars

•  Cosme<cs
(to
a
certain
point)

•  Food
&
beverages
(to
a
certain
point)

In
some
sectors,
product
informaKon
strongly

separates
brands,
and
the
consumer
needs
clear

facts
about
the
product.

The
most
skilful
marketers
are
able
to
combine
a

story
and
mythicism
with
a
focus
on
facts.
Good

examples
can
be
found
in
cosme<cs
adver<sing.

The
price
would
be
a
welcome
item
of
informaKon

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
+
+
+
+
+
+
-‐
+
+
+
-‐
-‐
+

RepeKKon/
conKnuity
in

adverKsing

+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+

Other diﬀerences / common features
important

some
importance

not
important

not
studied

4. Comparison

AdverKsing
researches
as
an
aid
to
branding

1. Rules for a
good ad
2. Colours,
shapes & moods
3. Myths &
stories

This
is
how

you
do
it
5. Summary
Static Dynamic
Urban
Organic
1. SEMIOTIC POSITIONING
Where
is
your
brand
located
on
the
axles

staKc
–
dynamic
and
organic
–
urban?

PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES

Rational Mythical
Luxurious
Everyday
2. SEMIOTIC POSITIONING
Where
is
your
brand
located
on
the
axles

everyday
–
luxurious
and
raKonal
–
mythical?

This
is
how

you
do
it
5. Summary
PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES

3. SEMIOTIC PLANNING: WHAT SUITS YOUR
BRAND IN…
a)  …Orienta<ng
level:
colours,
shapes,
moods

b)  …Narra<ve
&
mythical
level:
myths,
archetypes,

characters,
symbols

Rational Mytical
Luxurious
Everyday
Static Dynamic
Urban
Organic
This
is
how

you
do
it
5. Summary
PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES

COMMUNICATING
THE
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!

This
is
how

you
do
it
5. Summary
Rational Mytical
Luxurious
Everyday
Static Dynamic
Urban
Organic
PRACTICAL
VALUES

DISPLAY
VALUES

BASIC
VALUES

BRAND
VALUES

COMMUNICATING
THE
VALUES

I
ORIENTATING
LEVEL

II
NARRATIVE
LEVEL

III
MYTHICAL
LEVEL

IV
SUITABILITY

NAM!
Food
&
Beverages

WAU!
Indoor
Decora<on

JES!
Wellbeing

WROOM!
Cars

CHIC!
Fashion

LOOK!
Casme<cs

TRIP!
Travel

LET’S MAKE ADVERTISING
WITH A GREAT IMPACT!

More speciﬁc information on each studied sector
www.aikakausmedia.ﬁ/adhelp

How to Create a Good Magazine Ad

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