Today's advertisements often invite celebrities in a big way, but ignore the artistry and depth of the advertisement, making the audience who pursues beauty resist it, and even spend money to buy VIP to avoid the advertisement.
However, recently I stumbled upon some advertisements from the ** period, and found them fresh and unique, well-made, and made people feel the urge to buy. Although these ads are old, the producers clearly have a deep understanding of advertising and are able to apply a variety of principles to create engaging ad designs.
Unfortunately, today's advertising industry practitioners rely too much on star power and ignore the in-depth understanding and mining of audience needs. Hardman brand cigarettes are a well-known brand in the first period, and its advertising is well received, and it is even called "no one smokes Harddoor, everyone smokes Harddoor".
This is because Hardman's advertising is deeply rooted in the hearts of the people, and can grasp the psychological needs of middle-aged and elderly people, and create an advertising concept that everyone is happy with. This makes us wonder if the current advertising industry should learn more from the experience of history and design ads in a way that is more in line with the needs of modern audiences.
In the Hardman advertisement, the two ladies shared their thoughts: "No matter how you try, Hardman is always the best. This slogan not only conveys what makes Hardman unique, but also conforms to the unique selling proposition (USP theory) of modern advertising theory, which is to emphasize the feeling of the product that the competition cannot match.
Hardman's brand and appeal are unique, which is the key to differentiating itself in the market.
Hardman, make you a cooler version of yourself! "
While I don't agree with the use of images of little girls sucking Hardman in Hardman's advertisement, from the perspective of integrated marketing communications, Hardman's advertising strategy does fit the audience segmentation theory.
Hardman has designed different slogans for different audience groups, which shows their in-depth knowledge and precise positioning of the target market.
The image of the little girl in the Hardman cigarette advertisement, although it does not conform to advertising theory, has attracted the attention of many people. Although the glamorous pose is a bit abrupt, the appeal of the advertisement cannot be ignored.
Enjoy this beautiful set of swimwear advertisements that will make you feel cool and comfortable on a hot summer day.
On a hot summer day, let's put on a swimsuit and drink a cool beer together.
Different from traditional beautification methods, this beer soap allows you to enjoy the fresh fragrance while also having beautiful skin. Look at the woman in the advertisement, even without makeup, she can exude an incomparable temperament, which is the unique charm of beer soap.
The cheongsam advertisement of the milk soap clothing company is full of feminine charm.
According to Jeffkins in the United Kingdom, the core mission of advertising is to convey the message of the product and implant it deeply in the minds of the audience. To achieve this, the ad needs to create a unique atmosphere or mood.
If an ad lacks this mood, it will appear bland, difficult to get attention to, and even off-putting. Artistic conception is the perfect combination of subjective and objective, which requires that in the advertising design, the subjective emotion and the objective scene are consistent, so that the audience can experience the feeling of situational integration, not just listening to the product introduction or watching the product**.
Sometimes, we don't need to show the product directly, but use the situation to positively influence the audience's thoughts and feelings, stimulate their imagination, and thus arouse their strong interest and love for the advertisement.
For example, the following wine advertisement, although it does not directly show the wine, and does not clearly state how good the wine is, but through a unique artistic conception, people feel that the wine is very high-end.
The taste is elegant, between the aroma of wine and cheongsam. We don't say the beauty of cheongsam, just bring you a unique visual feast. Let the cheongsam and the aroma of wine together perform a gorgeous fashion feast for you.
* The advertisements of the period are unique, focusing on creating an atmosphere, and the beautiful pictures are matched with the stunning classical beauties, which makes people feel as if they are in a noble and luxurious, elegant and atmospheric scene, which is impressive and unforgettable.
This kind of marketing method makes people can't help but have a desire to consume and make people impressed by advertising. Modern people are exposed to a large number of advertisements every day, but there are very few that really make a lasting impression.
Today's advertising should learn from the advertising of the ** period, focusing on creating an atmosphere that is impressive.