Calyon print ad


Calyon has this ad to sell its guarantee fund with performance tie with the Nikki index of Japan. What kind of creative idea is this ? The most frequently used analogy direction again. Fuji mountain = Japan, Rainbow = flying colour performance and Sakura = blossom of investment. Get it ? Relevance is about how easy for the readers to associate the creative representation with the key message. In this case, they need to be very imaginative to get the message themselves. If we make it difficult for the readers, we are just talking to ourselves.

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