How to make good use of pictures and arrange copy content in advertisements?

Hello, I'm Huang, an advertising employee. This is the seventh reading note I reread Confessions of an Advertiser.

Chapter seven, Ogilvy talks about how to use illustrations and how to arrange copywriting.

There is a saying that a picture is worth a thousand words. When you want to convey a special meaning to a friend, send an expression pack and the other person will receive it instantly.

Advertising follows the same principle. You have seen two ways to use pictures, one is a tall and abstract art painting, and the other is a photo with concrete facts.

Let's take a look at what Ogilvy said in this chapter, and what concrete gains have I got?

Which is more effective, photos or art paintings?

Ogilvy & Mather's survey shows that photos can promote sales more than paintings. He has repeatedly advised manufacturers not to use paintings and abstract paintings in advertisements.

Because from the efficiency of information transmission, photos can convey information to readers quickly and concisely, but abstract art will reduce efficiency and have the opposite effect.

Another reason is that photos represent reality and paintings represent imagination-imagination is not credible.

Writing here, I thought of Durex's advertisement, screen-level copy and connotation map-it seems that Ogilvy's above is wrong.

Weibo of Durex is not an advertisement, but a "literary" work.

People talk more about "how it rubs hot spots", and there is no case of "I'll buy it today and try it".

Teacher Huashan said that when learning the successful cases of big brands, we should look at how they got up at the beginning of their establishment. Today's success lies in doing something right in the past.

At the beginning of Durex's business, was it pushed up with the connotation that the public needs to think and understand?

I don't think so.

So if I already have a photo, how can I use it?

From Gallup's survey, he found that the award-winning photos with exquisite and beautiful composition have no effect on advertising, but the photos that can arouse readers' curiosity are effective.

The reader saw the photo and thought for a moment, "What's going on?" Then, he reads your ad copy to find out what happened.

What examples come to mind when you type this word?

It's a circle of friends When I was sliding the page, I saw the pictures I was interested in, so I hitched, "What's the matter?" Then click to enlarge and make a decision to ignore, like or comment based on what you have read.

In addition to arousing people's curiosity about pictures, Ogilvy wrote, never use the photos below without explanation. Every illustration should be like a micro-advertisement, with the brand name and commitment clearly written.

The reason for this conclusion is that Ogilvy and his colleagues found that the readers who read illustrations are the readers who read advertising texts on average when analyzing the advertising survey data of Staci Life magazine, which means that illustrations bring twice as many readers to products as advertising texts.

This conclusion still applies today, or take the circle of friends as an example.

Can readers still see what we want to express without sending text content and clicking on the enlarged picture?

I think so, too. Just put the "illustration" in the picture.

Why do you need to arrange copywriting?

If the content of an advertisement is not optimized, it is paved directly with words. You can't see, let alone understand, you can "actually" take action.

From Ogilvy & Mather 14' s suggestions on copywriting, I have extracted several items:

Here is a key word: helping readers to continue reading is helping.

I think of a saying that Hua and Hua often say, "don't always think about yourself, there will always be customers in your heart." Imagine that he only has 5 seconds, 10 second, 1 minute. How can I convey the most important message to him?

Ogilvy said that if your street sign advertisement is aimed at motorists coming and going, it will take five seconds to work.

Use strong and simple colors, and don't use a dirty palette when painting. Don't use more than three materials in your design.

In short, information must be transmitted quickly.

The most important thing is that many people hate it: the text should be as big as possible and the brand should be eye-catching.

The same situation also happens in the current "information flow advertisement". We brushed it, maybe less than five seconds.

At this time, the simpler and more direct the information, the easier it is to be noticed.

The last point, I think, is another key point of this chapter.

Ogilvy said that the advertisement must be designed for the publication it wants to publish, and it must not be finalized before it is put into the publication and you see how it is put in.

Regardless of the specific environment, it is extremely dangerous and misleading to mount the layout draft on gray cardboard, cover it with transparent film and then evaluate it.

Advertising design must be considered in the overall layout atmosphere of the newspaper or magazine related to it.

It means that when a planner conceives an idea, he must go to the scene and redesign it according to the situation on the spot.

For example, when I make a live menu for my father, the first thing I have to see is that the banquet usually starts at night, that is, the lights are dim.

At the same time, the color matching of the tablecloth of each table is red and golden yellow, so my topic is how to make people see it at a glance in this wild situation.

If you only do the design on the computer and get a so-called advanced gray and dark red, then the probability of this menu being noticed is low, and it will not achieve the purpose of helping my dad sell.

The above is what I learned from reading the seventh chapter of Confessions of an Advertiser, How to Use Illustrations and Arrange Copywriting. See you next time!