Chapter 16 - Be Creative with Advertising

2. Brand Advertising - advertising that aims to
build an image.
Brand - is the accumulation of all the tangible
and intangible qualities of a company, product,
or product line.
• Name, logo, slogan, designs, attitude,
personality
Brand Character - rational and emotional
elements

8. BLUE
• Cool color
• Moves away from you
• Needs relief
• Respect and responsibility
• Authority
• Tranquilizing
• Elongates times
• Trusted

9. BLUE

10. GREEN
• Natural
• Peaceful, relaxation, serenity
• Fast adjustment
• Money
• Soothes pain
• Easy to see

11. GREEN

12. GREY
• Artistic
• Creative
• Work longer
• Needs accent colors
• chameleon

13. GREY

14. PINK
• Sweet
• Intensity
• Feminine, girlie
• calming

15. PINK

16. ORANGE
• Informal
• Stimulating
• Inexpensive
• Seasonal connotations and
preferences

17. ORANGE

18. • Delicate, refined
• Symbol of purity chastity
• Cleanliness
• Softens edges between
colors
• All white feels forced, empty
• Clarity

20. RED
• Emotion, stimulation, hot
• Raises blood pressure, pulse
and respiratory rate
• Measurable cellular recation
• Stimulates appetite
• Pay more
• Lose track of time
• Separate gender responses
• Improved sense of small

21. RED

22. YELLOW
• Requires the most visual
processing
• Stimulates memory
• Warm, inviting, cheerful
• Value of money
• Draws attention
• Loose temper faster

23. YELLOW

24. BLACK
• Mysterious
• Reinforces other colors
• Positive and negative effects
• Strong authority, powerful
• Limited positive décor use
• Slimming
• Powerful accent

25. BLACK

26. PURPLE
• Most complex
• Tire of it faster
• Uncertainty, royalty, dignity
• Women accept it universally

27. PURPLE