Download e-book for kindle: Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer

By Paul Springer

ISBN-10: 0749449365

ISBN-13: 9780749449360

The second one variation of advertisements to Icons examines present and destiny traits in advertisements. via 50 overseas case reviews of latest and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been winning and analyzes their contribution to the continuing improvement of ads.

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Extra resources for Ads to Icons: How Advertising Succeeds in a Multimedia Age

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Marketing texts proclaim ‘mood marketing’ to be more of a science, planners have claimed that the urban environment is now a ‘360 degree brandscape’ (for instance, Hallberg, 1995), while design firms have developed specialisms in ‘product-user experience’. Design and research units of Philips (Eindhoven), Imagination, IDEO (both London), Sony Ericsson (in Sweden, Japan, China, the United States and UK) and Apple (California) have specialist divisions that consider the relationship between product communication and product experience.

In mixing images of miniature models with images of the real thing, the advertisers were effectively setting up a graphic product demonstration, inviting readers to compare images and spot the miniature without reading the small print. The result was an image and body text that appeared authentic and conventional in its reconstruction of the small-ad style, until the price and website address gave clues to the illusion. Review The small ads were placed without prior notice, and Auto Trader received the images and copy in the manner that their other small ads were received.

This meant that they served as buffers for the show, cueing up the audience in time for the programme content. At a time when the threat of viewers avoiding ad breaks was a major concern for the industry, by flicking channels or recording the show and fast-forwarding through ad breaks, idents were used by viewers to identify programme content from commercials. Therefore idents were a mid-way point between programmes and commercial breaks. Creative direction To reinforce the connection between the programme and the chocolate range, integrated advertisers Triangle Communications opted for a tone and treatment that echoed the programme’s flavour; animators Aardman (creators of Oscar-winning characters Wallace and Grommit) were appointed to produce new characters that echoed the community spirit and warm wit of the show.

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Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer


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