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The information age makes all kinds of information and images available. Because we receive a lot of irrelevent data besides useful and interesting ones, we take only a few seconds to screen and label them as ‘worth reading or watching’ or ‘junk’. The job of advertisers is tough because they need to make their message clear and thought provokative and their visuals sharp and memorable. In a few seconds, the viewers should get the joke and underlying message and link them to the brand. There are a lot of ads that we enjoy watching but cannot relate the ad to the brand.
In the old days, our lives were much more simple. We had no internet, TV was new and fun with only a few channels and TV commercials were something to watch. When I was two years old, I used to get very excited over TV commercials ‘rabaka,’ which was my interpretation of ‘reklamlar’ or advertisements in Turkish. According to Mom, what made commercials interesting for me was that they were short videos – excellent for a 2-year old with a short attention span – and they were broadcasted repeatedly over a course of a day so I could recognize the people, colors, words and music. Compared to today’s TV broadcasting, everyhing from budgets to products and companies, from channels to TV shows was limited but the main idea behind commercials was the same.
Today’s challenge is wider with the advance of technology and fast paced environments we are used to living in. So, we have more money to spend but less time to make decisions. We don’t want to waste our time watching commercials but yet we would like to make informed buying decisions over many alternatives in the market. TV and radio are not the only means of broadcasting but the internet offers a variety of interactive platforms such as social networks, search engines and online media. We are bombarded with information in form of images, videos and text but we only give our attention to the areas or products that we are interested. Or advertisements have to attract our attention. Think off the advertisements you watch on TV, internet? The posters you see on billboards? What strikes you the most?
A few successful ad posters I saw are inspired by smart ideas and designed by creatives with sense of humor. Also, they did a good job in terms of highlighting the product that they’re willing to sell.
Pepsi
Pepsi often features successful ads against its leading competitor Coca-Cola. This poster below personifies straws with decision making capacity who prefer Pepsi over Coca Cola. We see two cans: on the right the Pepsi can where the straw is nicely placed, on the left the straw is resistant to get in the Coca Cola colored can. Creative design meets with the message: Prefer Pepsi over Coca Cola.
Hair Stylist Yıldırım Özdemir
Another successful ad is featuring Elvis Priestly with a hair twist. The hair stylist Yıldırım Özdemir shows how hair styling can change a person’s appearence. Although noone pays much attention to Elvis’ hair besides his bright smile, great guitar and wonderful songs and dances, his hairstyle is major to his looks. The ad reveals it bluntly by depicting Elvis with super short hair. Decide yourself: Doesn’t he look a lot different?
Canal+ – iPhone
As soon as you see this poster, you think of the great movie Titanic. From the finger that presses on the great ship, we understand that the film isn’t screened on a movie theater but rather on an iPhone. Canal+ declares by this ad that all Canal+ movies can be watched on your iPhone.
La Cucina Italiana
A fresh strawberry cake designed as a pink couch or as La Cucina Italiana puts it: ‘We can make your products look more tempting just like the pink couch made of strawberry cake.’ The message is to you all: You could be producing or selling any kind of product, La Cucina Italiana is the place to advertise for you. The idea of the ad is simple yet creative. It tells us that regardless of your sector, company or product, this publication can be a right match for you.
McDonalds
McDonalds doesn’t want to promote itself as the fast food place. With the McCafe line, McDonalds aims to target Starbucks’ customers who spend a few hours just to enjoy reading newspaper or meeting up with friends. For young adults who are always connected to the internet through their smart phones or notebooks, free wi-fi is a nice treat. Instead of paying for your internet connection at Starbucks, one might prefer to hang out at McCafe.
I am sure you can think off one or two striking images or slogans that stick to your mind. It is in fact refreshing to see something unusual, creative, thought provoking or even inspiring in the middle of monotonous rhythms of an ordinary day.
Ela Erozan Gürsel writes a weekly column named “Değişim Yelpazesi ” on global business trends for Dünya Gazetesi on behalf of Datassist for almost two years. Her feature topics include: green energy; climate change; impacts of financial crisis on companies, sectors and regions; innovative technologies in sciences, human resources and management; social networks transforming business and politics; changing dynamics of marketing and branding.
She also writes articles for international magazines published in Singapore.
Prior to her writing career, she worked at Datassist as a Project Manager in a project that combines human resources and mobile communications with the aim to connect blue-collar workers and employers through mobile phones. Before engaging in this exciting project, she was in pharmaceutical sales working for a multinational company. She graduated from American University, Washington, DC, majoring in International Studies with a concentration on International Business and Europe. She worked in Washington D.C. as an Account Manager at a boutique telemarketing firm that specializes in fund raising and publication renewals. She speaks Turkish, English, French, and Spanish. She currently resides in Singapore with her husband.
