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06. Use Iconic Figures And Ideas
There are a certain amount of icons in the world, people, ideas, objects, and concepts that a majority of people are very familiar with. Advertisers often play up on these iconic elements of life in their advertisements in order to create new meanings.
This example for Samsung represents the famous figure Vincent Van Gogh. Signaled by the use of color, Van Gogh’s likeness, the paints, pipe and sunflowers, consumers are given a whole heap of iconic visual cues to make meaning from in a quick instant. This quick recognition of Van Gogh helps to drive home the tagline message of the ad “For self-portraits. Not selfies.” as people familiar with Van Gogh will probably also be familiar with the fact that he was an avid painter of self-portraits.
By using an iconic figure and concept and giving it a new, funny spin, this design creates an ‘inside joke’ of sorts amongst consumers, while also bringing in a dash of culture to the product. So, get cultural, get topical, and don’t be afraid of using iconic ideas and concepts and giving them a new meaning.
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