So welcome back to From Brand to Image. What I'd like to do now is I'd like to talk a little bit about how we see the voice of the storyteller in branded images. We're going to look at some specific examples of advertising and see what the concept is but also what is the value that is behind the concept and how is that myth told through the campaign. So let's look at some examples. Here's a first example. Now this is a cheese ad right? So the slogan is The Real French Camembert. Now when we see this image at first we don't even really get it. What is this? And then we see that this is a very clean environment blue sterile environment, and one single window is open. Now obviously the concept is that Real French Camembert smells so much that you need to open a window in order to let the smell out. But it's also talking about something else. The way that the image is crafted, it's also talking about authenticity. It's talking about this idea of things being so authentic, so homemade, handmade, that they literally are overwhelmingly powerful. So let's look at another ad. Let's look at an ad for Club Med. Now, we generally think of Club Med as a vacation resort spot with lots of sports activities and what not. But let's look at this ad. Now at first glance what we see is a beach, we see the water, we see some catamarans, some sailboats. But what we see in the ad is faces of people together. It's hard to tell really what nationality they are. But what is this telling us? The slogan says, it's not where you go it's who you meet. So this is really telling us that it's sharing this idea of meeting people from different cultures, of mixing and becoming more international. And so what Club Med is saying to us is it's not just about the product, it's not just about the sports facilities and the luxury and all those things, but it's really about the experience of meeting people. So again we can see where that story is embedded in the image. Now let's look at another ad. These ones I love. So, Land Rover is luxury four by four Off-Road vehicles. So what these ads say when we look at these, is that we have this sort of typical adventure terrain and we see an eagle and a bear in a very sort of typical outdoor shot. But of course they're both looking up, and so essentially what it's saying is that we can not only explore nature but we can get to the ultimate limits of nature. There's another interesting aspect of this that I want you to look at. When we look at all these different images, there's also color tones that are used that convey certain ideas and so here those warm tones, the greens and the browns, those are obviously conveying this idea of adventure and exploration. Let's look at another one. Pedigree dog food. Now, typically you would think a Pedigree dog food ad would probably be well, you know, a happy dog, happy family, the dog food itself, the product. But look at what they've done here. So what we see is a guy who's lonely, who's by himself, and notice to communicate this loneliness,the photos are very cool, cold, right? And so they're they're communicating this sort of lonely unhappy scene. And then in the second shot we see a dog makes his life happier. Adopt. Right? And so again pedigree is not just talking about dog food. They're talking about the role that pets and dogs in particular have in our lives and how they can actually give us company. So again, communicating values through the concept of the ad. Let's look at another one. I mentioned in another video, North Face. Let's look at another North Face ad. Typically we think of North Face as jackets, waterproof jackets, ski gear, boots et cetera. But what North Face is communicating here is this idea that the adventure of life starts when we are little kids. So the slogan is, Every Trail Starts Here. Now, every trail starts here in the literal sense that the trail begins here, but also that the trail of life begins in childhood. So the exploration begins when we're kids, so again North Face values being communicated through the brand concept, through the image concept. United Colors of Benneton is a really well-known brand especially for their value communication and their storytelling. They're intense, especially the ads that they did in the '80s and the '90s. Very intense and controversial ads but United Colors of Benetton is not just a company that sells colorful clothes. It's a company that has a really deep founded belief system in humanity, in diversity, in tolerance. So if we look at this ad, we see right away, white, black, yellow. In other words the concept of the ad is that no matter what color we are on the outside, inside we are all the same. And what's interesting here is we've looked at sort of you know how the Pedigree ad was very cool, then how the Land Rover ad had all those warm tones. What we see here is very hard light, white light, almost like a surgical table, a medical table. And so what that's telling us is that's giving us this sensation of the surgery room. So again, Benetton's values being communicated through this really controversial and amazing ad. So we've looked at how different campaign images' concepts communicate these brand values and these brand stories. What we're going to look at next is the language of image making and how different image making techniques communicate emotional impact. I'll see you there.
