“Miscommunication in Ads” Often Comes from a Misalignment Between Abstract and Concrete ⚖️💬
🧱 When Ads Lean Too Heavily on Either Side, They Lose Their Way
One of the main reasons ads fail to land is a mismatch between the “abstract” (core values and beliefs) and the “concrete” (visuals, language, execution).
If the abstract theme is too vague, the concrete elements begin to drift, and the entire message loses direction. On the other hand, if an ad relies solely on surface-level visuals and expressions, the deeper message—the “why”—gets lost, and viewers are left wondering: “So, what’s the point?”
💄 Example: The Pitfall of Luxury-Only Messaging in Beauty Ads
Take a cosmetics ad that emphasizes only “luxury” and “elegance.”
The visuals are polished, the model is stunning, and the atmosphere is refined.
But then you wonder:
- What makes the product special?
- How does it change my experience?
- Who is it really for?
Without communicating specific benefits, viewers can’t find a foothold for empathy or relevance.
The ad may be visually striking, but it fades quickly from memory.
It becomes one of those “beautiful, but what was the message?” kind of campaigns. ❌
🔁 Strong Ads Move Seamlessly Between the Abstract and the Concrete
To avoid this disconnect, two key perspectives are essential:
- Deeply exploring the abstract theme (e.g., “beauty” — for whom? for what purpose?)
- Translating that into expressions viewers can personally relate to
Successful ads don’t stay fixed on one level.
They move back and forth between abstract ideals and concrete details, building a cohesive and compelling message as they go.
This back-and-forth is what makes the core value resonate—and stick.
✨ Coming Up Next: How to Develop the Skill of “Moving Between Layers”
Next time, we’ll explore practical ways to strengthen your ability to move between the abstract and the concrete.
What kinds of questions help you turn “values” into words or visuals?
What perspectives can sharpen your message and execution?
We’ll break it down into useful, actionable tips to support your creative process.
💬 Have you seen an ad recently that struck you as especially effective—or one that missed the mark?
Feel free to share it