Crossword Bookstores, Audio books
3M Lint Roller
Toyota FJ Cruiser 4×4
Combine and connect
An extremely imaginative way to advertise a product is to combine or connect previously isolated ideas or aspects in order to create something completely new. The result will be even more exciting if the combined aspects originally had little to do with each other. Advantages and characteristics of the product can be emphasised in a completely new way.
Pastorini Toy Store
Pilates With Gerda
If you are looking for a more classical way of advertising this can be achieved via juxtaposition. This is achieved by showing opposite pairs as “before/after” and using them as stimulus for advertising ideas. The most diverse and distant comparisons can be made in order to draw attention to the advantages of the product or problem situation.
Repetition and enumeration
These provide an excellent opportunity to promote the product in an entertaining way with a type of story. In turn repetition receives more attention via an irritating deviation or disruption from the norm. A pattern usually receives most attention when it does not match the usual structure. It is an interesting way to place the product in the observer’s field of vision.
Queen Bee Salon & Spa
Exaggeration is key for anyone who wants to remain in the memory. While this should not take place at all costs you should ask yourself in a humorous way how the advantages of the product could be shown effectively through exaggeration. However you should always make the ironic viewpoint clear to the observer so that the credibility of the advertising message does not suffer.
Glassex Window Cleaner
Dyna Jets Vitamines
Turn things around 180 degrees
Another effect, which often appears curious, is achieved when you turn things around 180 degrees. The idea is to do something nobody expects and which is not the norm for the observer. The characteristics of the product are inverted, things are turned inside out, the invisible becomes visible, large becomes small and vice versa, the horrible becomes beautiful and beautiful things become ugly.
Humans for Animals
Cadbury’s Ulta Perk
Omission and suggestion
Excitement can be created and the imagination stimulated by omitting or suggesting something in an advertisement. The observer is inevitably involved due to the incomplete information, as they are forced to reveal the concealed aspects themselves. It is relatively easy to generate attention in this way.
Paradoxes and optical illusions
“I’m lying” is the perfect example of a paradox. “Firewood hire” or “Microsoft Works” can also be a contradiction in terms. Alongside paradoxical statements a non-verbal element, e.g. optical illusions, can also be used. In the eye of the beholder they can be used to create ambiguity, incredible characters or other paradoxical illusions.
Provocation and shock
The aim of advertisements which appear to be scandalous is to deliberately cause provocation. It requires a great deal of skill to plug the product in this often borderline manner. The product can be given a certain image with shocking images and statements, it can encourage people to reflect and attention can be increased manifold.
Viktor Rydberg High School
A change of perspective
It is often helpful to present the product to the customer from another perspective. This can mean that things or a situation can be observed in a spatially detached manner, for example from the macro perspective or separated from space and time. It is also possible – mentally detaching yourself from your own body – to place yourself in another identity and show a previously unknown perspective.
DNF (Non-smoking association)
Nikol baking dish
Persiflage and parody
The basis for parody or persiflage should be a popular original. It can have its origin in TV, cinema, advertising, literature, music, politics or art. It can be given a new meaning or completely change the original function without eliminating the primary characteristics. Potential targets are celebrities, fictional characters, brands, advertising slogans, fairy tale characters or logos.
Museum for the Blind
Symbols and signs
Symbols and signs play an important role in our lives in many different situations. Objects, terms and entire issues are communicated via symbols. A large number of signs are understood across borders, but this universal language can often provoke different associations or feelings in each observer. So it is a broad area with many possible uses.