{"id":38011,"date":"2026-01-19T12:59:35","date_gmt":"2026-01-19T11:59:35","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=38011"},"modified":"2026-01-19T12:59:35","modified_gmt":"2026-01-19T11:59:35","slug":"8-11-examples-of-advertising-design-techniques","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/8-11-beispiele-fuer-die-gestaltungstechniken-der-werbung\/","title":{"rendered":"8-11: Examples of advertising design techniques"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

\n

Communication policy \u2192 Planning and decision-making processes for an advertising campaign \u2192 Designing the advertising message \u2192 Criteria for advertising design (section 8.3.7.4)<\/p>\n<\/div>\n\n\n

<\/div>
<\/div>
<\/div>
<\/div><\/div>\n\n\n
\n
\n

Slice-of-life technology<\/strong><\/h2>\n\n\n\n
\"The<\/figure><\/div>\n\n\n\n
Image source<\/summary>\n

https:\/\/www.horizont.net\/news\/media\/9\/Holste-lute-mi-neue-Kampagn-de-Feieraben-ei-89156-detailpp.jpeg<\/p>\n<\/details>\n\n\n\n

\n

Satisfied product users are presented in a realistic situation.<\/p>\n\n\n\n

Examples:<\/h3>\n\n\n\n
    \n
  • <\/span>

    Holsten: Everyday scene about the end of the day, spent together with a beer in a pub<\/strong><\/p><\/span><\/li>\n\n\n\n

  • <\/span>

    Frosta: Cooking with Peter from Frosta<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

    \n

    Lifestyle technology<\/strong><\/strong><\/h2>\n\n\n\n
    \"The<\/figure><\/div>\n\n\n\n
    Image source<\/summary>\n

    https:\/\/www.stefaniefroer.de\/herzblutproben_1\/projekte\/8_1.jpg<\/p>\n<\/details>\n\n\n\n

    \n

    The product is presented in connection with a certain lifestyle.<\/p>\n\n\n\n

    Examples:<\/h3>\n\n\n\n
      \n
    • <\/span>

      Lacroix gourmet soups: an exclusive, luxurious lifestyle<\/strong>
      Robinson Club: Travelling for lifestyles<\/strong><\/p><\/span><\/li>\n\n\n\n

    • <\/span>

      Robinson Club: Travelling for lifestyles<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

      \n

      Dream world<\/strong><\/strong><\/h2>\n\n\n\n
      \"The<\/figure><\/div>\n\n\n\n
      Image source<\/summary>\n

      FERRERO<\/p>\n<\/details>\n\n\n\n

      \n

      The product or its possible uses are presented in a dreamlike, imaginative atmosphere.<\/p>\n\n\n\n

      Examples:<\/h3>\n\n\n\n
        \n
      • <\/span>

        Raffaello: Summer, dream beaches<\/strong><\/p><\/span><\/li>\n\n\n\n

      • <\/span>

        Bacardi: Tropical dream world<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

        \n

        Mood and emotional images<\/strong><\/strong><\/h2>\n\n\n\n
        \"The<\/figure><\/div>\n\n\n\n
        Image source<\/summary>\n

        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<\/p>\n<\/details>\n\n\n\n

        \n

        Emotional stimuli are used to create a special mood or emotional image around the product.<\/p>\n\n\n\n

        Examples:<\/h3>\n\n\n\n
          \n
        • <\/span>

          Audi: atmospheric images against a sunny background, emotional facial expressions and text create a feeling of freedom<\/strong><\/p><\/span><\/li>\n\n\n\n

        • <\/span>

          Country love: emotional images of love and nature<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

          \n

          Musical technique<\/strong><\/strong><\/h2>\n\n\n\n
          \"The<\/figure><\/div>\n\n\n\n
          Image source<\/summary>\n

          Storck<\/p>\n<\/details>\n\n\n\n

          \n

          Background music is used, or one or more people (or comic characters) \u00bbsing\u00ab about the product in a song.<\/p>\n\n\n\n

          Examples:<\/h3>\n\n\n\n
            \n
          • <\/span>

            Merci: \u00bbMerci that you exist\u00ab<\/strong><\/p><\/span><\/li>\n\n\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

            \n

            Personality as a symbolic figure<\/strong><\/strong><\/strong><\/h2>\n\n\n\n
            \"The<\/figure><\/div>\n\n\n\n
            Image source<\/summary>\n

            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<\/p>\n<\/details>\n\n\n\n

            \n

            A symbolic figure (comic figure or real person) is created that personifies the product.<\/p>\n\n\n\n

            Examples:<\/h3>\n\n\n\n
              \n
            • <\/span>

              Michelin mascot Bibendum: a cheerful, likeable character that is recognised by many people around the world<\/strong><\/p><\/span><\/li>\n\n\n\n

            • <\/span>

              Meister Proper: Meister Proper<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

              \n

              Technical expertise<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n
              \"The<\/figure><\/div>\n\n\n\n
              Image source<\/summary>\n

              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<\/p>\n<\/details>\n\n\n\n

              \n

              The company's technical expertise is emphasised with the advertised product in the slogan.<\/p>\n\n\n\n

              Examples:<\/h3>\n\n\n\n
                \n
              • <\/span>

                Continental: \u00bbThe Future in Motion\u00ab, technology made in Germany<\/strong><\/p><\/span><\/li>\n\n\n\n

              • <\/span>

                Audi: \u00bbVorsprung durch Technik\u00ab<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

                \n

                Scientific proof<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n
                \"The<\/figure><\/div>\n\n\n\n
                Image source<\/summary>\n

                https:\/\/www.dr-best.de\/content\/dam\/cf-consumer-healthcare\/drbest\/master\/homepage\/green-sensitive\/Green-Sensitive-Doctor.png<\/p>\n<\/details>\n\n\n\n

                \n

                References to scientific studies should prove that the brand has advantages over competing brands.<\/p>\n\n\n\n

                Examples:<\/h3>\n\n\n\n
                  \n
                • <\/span>

                  Dr Best Research: white clothing with \u201eResearch\u201c printed on it, serious appearance<\/strong><\/p><\/span><\/li>\n\n\n\n

                • <\/span>

                  Alpecin: Research and development department: Dr Klenk<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

                  \n

                  Testimonial<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n
                  \"The<\/figure><\/div>\n\n\n\n
                  Image source<\/summary>\n

                  https:\/\/www.horizont.net\/news\/media\/36\/Jrgen-Klopp-Beiersdorf-350999-detailpp.jpeg<\/p>\n<\/details>\n\n\n\n

                  \n

                  A credible, likeable or competent person presents the product.<\/p>\n\n\n\n

                  Examples:<\/h3>\n\n\n\n
                    \n
                  • <\/span>

                    Nivea for Men: J\u00fcrgen Klopp as a likeable brand ambassador<\/strong><\/p><\/span><\/li>\n\n\n\n

                  • <\/span>

                    A good friend, a dentist or other people like \u00bbyou and me\u00ab express their satisfaction with the advertised product.<\/p><\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

                    <\/p>\n\n\n

                    <\/div>
                    <\/div>
                    <\/div>
                    <\/div><\/div>\n\n\n
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