The Formula for Advertising Success: Abstract × Concrete (Part 5): Thee Seed of Marketing 57

✨ From Core Message to Empathetic Storytelling

🔑 It All Begins with Clarifying the Abstract Theme

The first step toward a successful ad lies in clearly defining the abstract theme—that is, articulating the core value of the brand or product. You might ask:

What are we ultimately offering through this product?
What is the deeper reason for this brand’s existence?

Facing these questions head-on and uncovering the “core message” becomes the foundation for all that follows. 🧐 No matter how visually stunning or attention-grabbing the execution may be, if the core message remains unclear, the ad will likely feel hollow.

💬 Turning Abstract Themes into Personal Meaning

Once you’ve defined the value, the next step is to connect it with the viewer’s everyday life and interests. In other words, you must translate abstract brand values into tangible expressions that make people think, “This speaks to me.” For instance, if your abstract message is “a coffee that brings positivity,” you might express it as: “a cup that switches your mindset before a morning meeting.” This everyday context instantly makes the message more relatable. Specificity creates empathy—empathy leads to action. ❤️

🔍 Rechecking Whether Expression Reflects the Theme

Throughout the creative process, it’s vital to consistently check whether your concrete expressions are staying true to the abstract theme. If there’s a disconnect or contradiction, the ad’s overall credibility suffers. Moreover, advertising isn’t just about transmitting information—it’s about offering an experience. Rather than listing features or specs, the key lies in illustrating “what life feels like with this product.” That’s what moves hearts. ✨

🔁 The Power of Moving Between Abstract and Concrete

To sum up, the key to effective communication in advertising can be framed this way:

“The back-and-forth movement between abstract and concrete is what creates empathy and consistency.”

You dive deep into the abstract, shape it into meaningful, relatable expressions, and then use those expressions to reinforce the brand’s core value. This dynamic process transforms an ad into something memorable and emotionally resonant.

🚀 Ready to Try This in Your Next Campaign?

In your next campaign, try asking:

What’s the abstract theme?
How can we express it concretely?
Can that expression bring us back to the abstract value?

With these three steps in mind, you’ll likely create work that lands more clearly and sticks more strongly. 💬 If you’ve come across an ad that nailed this—or one that almost worked but could’ve gone further—feel free to share your thoughts! (End)