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Marketing textbook, chapter 8

Communication policy → Planning and decision-making processes for an advertising campaign → Designing the advertising message → Criteria for advertising design (section 8.3.7.4)

Slice-of-life technology

The advert shows a blurred, atmospheric bar scene in black and white in the background. Three men aged between 30 and 40 are laughing heartily and clinking glasses of beer. Above the scene is the text in large, white capital letters: „FEIERABEND BRAUCHT KEINE GÄSTELISTE.“. At the bottom is a dark bar with the slogan „ECKEN. EDGES. HOLSTEN.“ completes the picture. In the bottom right-hand corner is a coloured Holsten Pilsener bottle with drops of water (condensation), marked with a green banner „THE OFFICIAL CELEBRATION EVENING BEER“.
Image source

https://www.horizont.net/news/media/9/Holste-lute-mi-neue-Kampagn-de-Feieraben-ei-89156-detailpp.jpeg

Satisfied product users are presented in a realistic situation.

Examples:

  • Holsten: Everyday scene about the end of the day, spent together with a beer in a pub

  • Frosta: Cooking with Peter from Frosta

Lifestyle technology

The motif is photographed through a pane of glass fogged with water droplets, creating a chiller cabinet atmosphere. Behind it is a woman wearing a fur stole and jewellery on a dark red background; she is holding a cup of Lacroix cream of porcini mushroom soup. In the centre of the picture is the text: „THE NEW LUXURY COLLECTION FROM THE KÜHLREGAL.“. At the bottom, a white bar shows a ready-to-serve bowl of soup, fresh porcini mushrooms and the logos „Lacroix FRAÎCHE“ and the slogan „EIN HAUCH VON LUXUS.“.
Image source

https://www.stefaniefroer.de/herzblutproben_1/projekte/8_1.jpg

The product is presented in connection with a certain lifestyle.

Examples:

  • Lacroix gourmet soups: an exclusive, luxurious lifestyle
    Robinson Club: Travelling for lifestyles

  • Robinson Club: Travelling for lifestyles

Dream world

The picture shows a summery beach scene with a dark wooden walkway leading to a white pavilion with billowing curtains. Bright blue water and a light-coloured sandy beach under a blue sky can be seen in the background. People in light-coloured clothing can be seen on the jetty and by the pavilion. The title „the Raffaello White Lounge“ is written in curved lettering at the top. Palm leaves protrude into the picture in the top right-hand corner.
Image source

FERRERO

The product or its possible uses are presented in a dreamlike, imaginative atmosphere.

Examples:

  • Raffaello: Summer, dream beaches

  • Bacardi: Tropical dream world

Mood and emotional images

The advert shows two perspectives of an orange and gold Audi Q8 in a sandy desert landscape under a bright, warm sky. In the foreground, the front section can be seen diagonally from the left, with the side and rear views in the background. A large, transparent number „8“ is placed in the centre of the upper third of the image, in which the portrait of a woman appears in profile. The text reads: „NOT DIRECTLY A CAR, BUT A DECLARATION OF INDEPENDENCE. THE LUXURY OF RETHINKING. THE NEW AUDI Q8.“
Image source

https://www.wuv.de/var/wuv/storage/images/werben_verkaufen/agenturen/
audi_buendelt_erstmals_oberklassemodelle_und_swehrt_sich_gegendie_evolution_des_muessens/audi2/8982654-1-ger-DE/audi_gross.jpg

Emotional stimuli are used to create a special mood or emotional image around the product.

Examples:

  • Audi: atmospheric images against a sunny background, emotional facial expressions and text create a feeling of freedom

  • Country love: emotional images of love and nature

Musical technique

The picture captures a heart-warming moment in warm golden tones. A young girl with pigtails and a chequered dress stands with her back to the viewer and holds a Merci packet behind her back or is about to hand it over. Her counterpart is an older woman with blonde hair who smiles lovingly and joyfully at the child. The atmosphere is homely and familiar.
Image source

Storck

Background music is used, or one or more people (or comic characters) »sing« about the product in a song.

Examples:

  • Merci: »Merci that you exist«

Personality as a symbolic figure

The graphic shows a modern motorway bridge at night, whose road markings appear as bright strips of light due to long exposure. In the right foreground, the iconic advertising figure „Bibendum“ (the Michelin man) runs towards the viewer with a friendly smile. In the background, the brightly lit skyline of a large city can be seen at night.
Image source

https://dgaddcosprod.blob.core.windows.net/cxf-corporate/attachments/clj5heilq4uf00tmn4cgbejnn-bibendum-mouvement-1.0.0.1920.1080.full.jpg
From the side
https://www.michelin.com/en/group/michelin-a-powerful-brand

A symbolic figure (comic figure or real person) is created that personifies the product.

Examples:

  • Michelin mascot Bibendum: a cheerful, likeable character that is recognised by many people around the world

  • Meister Proper: Meister Proper

Technical expertise

The advert is divided into several segments. The upper part shows the yellow Continental logo and a city street scene. Below this, on the left, is the slogan „The next standard - ENHANCED BY GERMAN TECHNOLOGY“. To the right is a sunny country road from the driver's perspective, to the left a smiling couple in a car. The lower part is black and shows a cut-out tyre with rim and three bullet points on fuel efficiency, mileage and grip.
Image source

https://www.continental-tyres.co.uk/content/dam/conti-tires-cms/continental/market-content/gb/products/fact-sheets/Continental__EcoContact-6__ProductFactSheet__GB.pdf/_jcr_content/renditions/cq5dam.web.1280.1280.jpeg

The company's technical expertise is emphasised with the advertised product in the slogan.

Examples:

  • Continental: »The Future in Motion«, technology made in Germany

  • Audi: »Vorsprung durch Technik«

Scientific proof

The picture shows a portrait of a grey-haired man wearing a white polo shirt with the inscription „Dr.BEST FORSCHUNG“. He smiles at the camera and holds up a toothbrush in its original packaging in his right hand. The packaging is labelled „Green Sensitive“ and „EXTRA SOFT“. A seal on the pack identifies the product as „CLIMATE NEUTRAL“.
Image source

https://www.dr-best.de/content/dam/cf-consumer-healthcare/drbest/master/homepage/green-sensitive/Green-Sensitive-Doctor.png

References to scientific studies should prove that the brand has advantages over competing brands.

Examples:

  • Dr Best Research: white clothing with „Research“ printed on it, serious appearance

  • Alpecin: Research and development department: Dr Klenk

Testimonial

The picture shows Jürgen Klopp in a dark blue jacket over a white T-shirt against a light grey background. He is smiling at the camera and holding a blue can of „NIVEA MEN CREME“ in his outstretched right hand. The can is positioned in such a way that the product name is central and clearly legible for the viewer.
Image source

https://www.horizont.net/news/media/36/Jrgen-Klopp-Beiersdorf-350999-detailpp.jpeg

A credible, likeable or competent person presents the product.

Examples:

  • Nivea for Men: Jürgen Klopp as a likeable brand ambassador

  • A good friend, a dentist or other people like »you and me« express their satisfaction with the advertised product.

Yellow book cover with the title „MARKETING - Introduction to Theory and Practice“ in white and blue letters. At the bottom are two colourful, stylised hands that together form a heart. Authors: Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl. Publisher: Schäffer-Poeschel.
Marketing textbook,
8th edition

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