Storytelling is at the heart of effective advertising. And one of the most powerful tools a copywriter has at their disposal to tell a story is imagery.
Images can help capture the essence of a story and convey emotions in a way that words simply can’t. When paired with compelling copy, they can create a powerful message that resonates with the audience and drives action.
So, how do you choose the right images to tell your story? The key is to focus on images that have story appeal. These are images that instantly grab the viewer’s attention, evoke emotion, and make them want to learn more about the product or service being advertised. Here’s why…
- Capturing Attention
The human brain processes visuals 60,000 times faster than text, making images an effective tool for capturing the attention of the audience. When a person is scrolling through their social media feed or flipping through a magazine, an eye-catching image can stop them in their tracks and compel them to read further. A powerful image can make your ad stand out from the competition and increase the likelihood of engagement with your brand.
- Conveying a Message
Images can convey a message quickly and effectively. A well-crafted image can tell a story, evoke emotions, and communicate a brand’s values and personality. By using images, you can create a visual representation of your product or service and communicate its benefits in a way that words alone cannot. This can help to build brand recognition and increase brand recall among your audience.
- Creating a Lasting Impression
An image can create a lasting impression in the mind of the viewer. A powerful and memorable image can be etched into the memory of the audience, and the association with your brand can be reinforced with repeated exposure. This can lead to increased brand loyalty, as customers are more likely to choose a brand that they recognize and remember.
- Versatility
Images can be used in a variety of marketing channels, including social media, print ads, billboards, and websites. This makes them a versatile tool that can be adapted to suit the needs of different marketing campaigns. Images can be used to target different demographics, convey different messages, and promote different products or services.
- Increasing Engagement
Finally, images can increase engagement with your brand. Social media posts with images have been shown to receive higher engagement rates than those without images. When an image is used in conjunction with a call-to-action, such as “Click here to learn more,” it can drive traffic to your website and increase conversions.
Here are a couple of campaigns that express this technique well:
Apple’s “Shot on iPhone” Campaign
Finally, let’s look at Apple’s “Shot on iPhone” campaign. This campaign featured stunning images captured by iPhone users from around the world. The images showcased the incredible capabilities of the iPhone camera, but more importantly, they told stories.
Each image captured a moment in time, a slice of life, and conveyed a powerful message. By using these images, Apple was able to show their audience that the iPhone was not just a phone, but a tool for creativity and self-expression.
The Coca-Cola Polar Bears
One of the most memorable ad campaigns of all time was the Coca-Cola Polar Bears. These ads featured cute and cuddly polar bears enjoying bottles of Coke in a winter wonderland setting. The images instantly captured the hearts of viewers and made them feel warm and fuzzy inside.
By using these images, Coca-Cola was able to tell a story that was both heartwarming and engaging. They successfully created an emotional connection with their audience, which led to increased brand loyalty and sales.
But my favourite example would be David Ogilvy’s Hathaway Man.
This campaign is an excellent example of the power of using images in advertising. The Hathaway Man was a campaign for Hathaway shirts that ran in the early 1950s. The campaign featured a photograph of a man wearing an eye patch, which was an unusual and unexpected image for a shirt ad. The Hathaway Man quickly became an iconic image and helped to establish Hathaway as a premium shirt brand.
Ogilvy believed that the image of the Hathaway Man added a touch of mystery and intrigue to the brand. He once said, “The man with the eye patch had a story behind him. You could imagine all sorts of things about him, and that’s what made the ad so intriguing.” The image of the Hathaway Man captured the attention of the audience and helped to establish the brand’s personality and values.
The Hathaway Man campaign was so successful that it ran for over twenty years, with different variations of the original ad appearing in print and on television.
The Hathaway Man campaign is a prime example of the power of using images in advertising. The image of the man with the eye patch was unexpected and attention-grabbing, and it helped to establish Hathaway as a premium shirt brand.
By using an image that was both memorable and intriguing, the Hathaway Man campaign created a lasting impression in the minds of the audience and helped to build brand recognition and loyalty.
The Hathaway Man campaign remains a classic example of the power of visual storytelling and the importance of using images to communicate a brand’s values and personality.
