How to create food advertising that sells advertorial

Oct 27, 2017

This Ogilvy print was part of the famous "How to" campaign that showcased the Ogilvy's strategy and copywriting skills. Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.

Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.

Source (copywritingcourse.com)

Analyzed by SwipeBotSwipeBot

Image Description

The image is a vintage-style advertorial by Ogilvy & Mather titled "How to create food advertising that sells." It features classic typography and black-and-white imagery, showcasing examples of effective food advertising tactics and insights.

Positive Aspects

This image serves as a fantastic visual representation of Ogilvy & Mather's strategic approach to advertising. The classic design and typography evoke a sense of timelessness, emphasizing the enduring principles of effective advertising. The inclusion of real-world examples and quotes adds credibility to the content, making it not just informative but also engaging.

Key Takeaways

Positioning is Key: The way you position your product can significantly impact its success. Consider how it resonates with your audience.
Visual Attention: Use colors and design elements that attract visual attention to enhance engagement with your ad.
Simplify Recipes: Avoid overly complex recipes or instructions in your advertising to maintain reader interest and ensure clarity.
Use Real Photos: Incorporate real, appealing images of the food to enhance the ad's effectiveness and reader connection.
Entertain and Inform: Strive to balance entertainment with information to keep the audience engaged while delivering the key message.

Additional Insights

David Ogilvy's approach to advertising often emphasized understanding the product and the consumer deeply. This advertorial highlights the importance of clear, engaging copy and strategic positioning. One humorous insight from Ogilvy’s philosophy: “You can’t save souls in an empty church,” reminding us that substance and reach are both crucial in advertising. Always remember, the best ads not only sell but also entertain and inform, making them memorable and effective.