Opinion
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Faris Yakob, June 2021
Language and thought are ridden with metaphors of various kinds, operating at various levels, writes Faris Yakob – but in advertising, a metaphor is often the tightest form of an insight.
Research Paper
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Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Research Paper
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Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 225-244
This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
Opinion
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Peilin Phua and Nicole Hartnett, February 2021
2020's IPA Effectiveness winners show how to make distinctive assets work harder, write Peilin Phua and Nicole Hartnett from The Ehrenberg-Bass Institute.
Article
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Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020
TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.
Article
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WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Opinion
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Martin Lee, October 2020
Martin Lee, co-founder and managing director, Acacia Avenue says brands must remember that reading is also a behaviour governed by cognitive biases and mental short cuts (heuristics). Consumers subconsciously judge brand copy according to four principles and this reading influences their purchase decisions.
Opinion
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Roger Horberry, October 2020
FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Article
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Sam Peña-Taylor, WARC Exclusive, May 2020
Explores how the UK Government’s messaging change from ‘Stay Home’ to ‘Stay Alert’ created the conditions for its own mocking and remixing.
Opinion
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Irene Joshy, March 2020
Artificial intelligence occupies a contradictory place in the advertising imagination: at once a potential creative catalyst while also threatening sameness – Kantar’s Irene Joshy explores this evolving landscape and what it means for creativity.
News
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24 January 2020
Cosmetics brands may benefit from steering clear of claims around artificial ingredients and avoiding scientific jargon to make a greater impact with print ads, according to a study in the Journal of Advertising Research (JAR).
Research Paper
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Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 466-482
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Research Paper
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MRS Awards Papers, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019
The Department for Education, a UK government department, promoted apprenticeships across the UK by launching a mixed methodology research study that facilitated its campaign.
News
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01 August 2019
In a move that may unnerve copywriters across the advertising industry, JP Morgan Chase has announced that it has struck a five-year deal with a tech firm whose AI-generated marketing copy is said to be more effective than that written by humans.
Opinion
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Alex Darmon, June 2019
Marketing efforts tend to be focused around images, videos, stories, and few people give a thought to the role of the humble full stop or comma. Alex Darmon explains why there’s more to punctuation than you might think.
Opinion
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Faris Yakob, June 2019
Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
Opinion
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Catherine Barr, January 2019
Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.
Article
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Orlando Wood, Admap, September 2018, pp. 10-14
With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.
News
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31 May 2018
NEW YORK: A deeper appreciation of classical rhetoric could help advertising practitioners and scholars improve their understanding of what makes for strong creative, according a paper in the Journal of Advertising Research (JAR).
Article
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Low Lai Chow , WARC Exclusive, April 2018
Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.
Article
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Richard Shotton, Market Leader, Quarter 2, 2018, pp. 36-39
Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.
Opinion
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Malcolm White, March 2018
In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values?
Article
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Tom Ewing, WARC Webinars, December 2017
Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.
