"Nivea's Q10 Advanced Anti-Wrinkle Reducer Day Creme neatly taps into the "running tapes" of women needing friendship for happiness and also some stress relief about how they look as they age. (The concept of the running tapes is founded in semiotics. Each one of us has many running tapes, or attitudes, in our heads, with varying degrees of energy/intensity; some examples: politics, health, fashion, appearance or aging. When an ad can truly connect with an existing running tape (especially on an emotional level), the consumer's own energy and passion will assist strongly in the conviction factor. Here we have a total fit between the headline, the visual and the benefit -- and all in an emotional context. "The difference between fewer laugh lines AND MORE LAUGHS," the headline reads. (Note the visual's happiness benefit, which also implies success.) It's hard to do better than that. The headline's only slight weakness is lack of news value. "
Via Adage.com
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