One way of hooking customers was moulding of images i.e. the creation of distinctive, highly appealing personalities for products that were essentially, undistinctive. The aim was to build images that would arise before our ‘Inner Eye’ at the mention of the products name.
If people could not discriminate reasonably, they should be helped in discriminating unreasonably in some easy, warm, emotional way. To create this illogical loyalty it was necessary to create some differentiation in the mind and some individualization.
David Ogilvy’s advertising form devised successful non rational symbol for an obscure of a shirt, a moustached man with a black eye patch, a Hathaway shirt. To show how powerful this imagery can be he did not have any copy.
All that was shown was a picture of a man, standing by an observatory telescope taking notes. He had a moustache and a black eye patch. The sales of Hathaway soared.
Thus the image builders started studying the types of images that would have the strongest appeal to the greatest number of people.
The most spectacular successful image building has been done are not just a mere means of conveyance. The car tells who we are and what we think we want to be. Buick suggested this in their ad “It makes you feel like the man you are.”
Ad men thus made a comprehensive personality profile for each major brand.
If people could not discriminate reasonably, they should be helped in discriminating unreasonably in some easy, warm, emotional way. To create this illogical loyalty it was necessary to create some differentiation in the mind and some individualization.
David Ogilvy’s advertising form devised successful non rational symbol for an obscure of a shirt, a moustached man with a black eye patch, a Hathaway shirt. To show how powerful this imagery can be he did not have any copy.
All that was shown was a picture of a man, standing by an observatory telescope taking notes. He had a moustache and a black eye patch. The sales of Hathaway soared.
Thus the image builders started studying the types of images that would have the strongest appeal to the greatest number of people.
The most spectacular successful image building has been done are not just a mere means of conveyance. The car tells who we are and what we think we want to be. Buick suggested this in their ad “It makes you feel like the man you are.”
Ad men thus made a comprehensive personality profile for each major brand.