viSual aDs

This is the Creative Pyramid

Visual, Headline, and subhead are correlated to the attention step. Subhead and first paragraph of copy to the interest step Body copy handles credibility and desire. Action step takes place with the logo, slogan and signature block.

Advertising visual and its graphical components has long been the target of studies. The important theme was how the visual appeal could be translated into an effective selling message. The role of advertising visuals includes obtaining attention, creating impact, and stimulating interest from an indifferent audience through conveying a main selling point of products or brands. Literal visuals provide factual information on products or services, and symbolic visuals perform an indirect role to connect the images of products or services with the meanings that are appropriately assigned to them.

Here are some ads that i found on internet:

As we can see a giant snake completely crush a bus while in motion. But, that’s just what you’ll see if you happen to have caught the bus above driving around Copenhagen. The clever use of visual trickery in wrapping the bus gives it the appearance it has been abducted and is being slowly consumed by a giant snake. How would you like to have that thing pull up next to you at 7am, before you’ve had your morning coffee? Snake on a plane was nothing compared to this.

Here is a large empty toilet paper roll with a few remains of the paper left to show what it really is. Down at the base is “Dulcolax” which is a fairly common name in the laxative department.

The strategy here is to get people thinking that when they use Dulcolax, they’re sure to use a lot of toilet paper because their product works.

There are many great things about guerilla marketing; whether it’s the way it looks and draws crowds or the lasting impression it leave on everyone who sees it, they’re worth it.

We know that Coca-Cola is known the world over. Why? Many believe it is because of its shrewd marketing approach, especially considering visual advertising. Coca- Cola may just be a soft drink, but there is something about it that represents freedom, spirit, American lifestyles, and of course, refreshment. So what makes this product so popular the world over? Some say it is the imperialistic marketing scheme of Coca-Cola executives to force Coca-Cola down the throats of foreigners. Others credit the marketing of Coca-Cola. Let's analyze Coke's advertising and uncover the mystery.

As we can see, this Coke ad appeals to our senses, even though we are only using our eyes. The beads of water forming on the bottle, the ice surrounding, it tells us that this beverage is cold and desirable. The spray from the bottle almost comes right out at you. It makes you crave it more because it's right there. While the sensory cues are very important in the selling of Coke, but there is more important marketing tool-Product recognition.

Mr. Clean is a brand that offers a huge variety of, believe it or not, cleaning products. From multi-purpose sprays to the infamous magic eraser that prides itself on easily removing hard stains, Mr. Clean does its best to help through the dirtiest of jobs.

The strategy of this guerilla campaign is to use a visual metaphor that shows the effectiveness of Mr. Clean products. It’s not hard to see how much whiter, brighter and cleaner one of the crossing strips are on the road due to Mr. Clean. I think that this does a great job of showing the kind of work Mr. Clean products do. It also sticks out like a sore thumb so it’s highly unlikely to go unnoticed to random passerbys. Two thumbs up and a hearty pat on the back for whoever thought of this.

This is a good guerilla marketing example from Nivea, who wanted to show the effectiveness of their cellulite cream. The dimples on the couch are a great way of representing the lumpy skin found on thighs of women with cellulite. The couches were strategically placed during Miami Fashion Week, which is an excellent choice of placement because the majority of the audience during Fashion Week is women.  First, fashion and beauty go hand-in-hand and second, Miami for the majority of the time has warm weather, so the removal of cellulite would be essential.

This campaign was strategically developed to resonate and grab the target audiences attention. Effective campaigns are intelligent, unexpected and different and this Nivea guerilla marketing campaign was just that!

This was one of the best visual solution ads. There is no form of copy whatsoever because the image is so strong that it doesn't need explaining. By using accumulation and repetition, the smaller gas tank stands out right away therefore explaining how fuel efficient smart cars are.

Visual-driven ads have done very well with metaphor. Here’s one lovely example, part of a campaign for Sony Noise Cancelling Headphones done by Bagby and Company, Chicago.

By directly equating a noisy child with a loudspeaker, the ad demonstrates Sony’s empathy with modern travelers, and thus predisposes those travelers to trust Sony’s solution over the competition’s.