The Key to Successful Advertising Lies in the Balance of Abstract and Concrete (Part 1)

Advertising Bridges the Abstract and the Concrete

Advertising is not merely about showcasing a product. It’s about translating a brand’s abstract values into tangible expressions. Think of concepts like “security,” “excitement,” or “challenge”—these are intangible ideas that must be conveyed through visuals, words, music, and other creative mediums.

But when the balance between abstract and concrete is off, the impact of the advertisement can be drastically weakened. If the brand’s core value remains vague, even the most elaborate visuals or storytelling can feel directionless. On the other hand, if the visuals or copy are off-target, audiences are left wondering, “What are they trying to say?” In short, effective advertising hinges on how well the abstract and the concrete align.

The Mechanism Behind Creating “Emotional Resonance”

Great advertisements bridge abstraction and specificity with finesse. Take the abstract notion of “protecting peace,” for example. When connected to everyday moments or current social trends, it becomes something people can emotionally relate to. Apple’s commercials are a good case in point. Rather than merely highlighting “technological progress,” they convey the idea of “unleashing creativity” through real stories of artists and creators. Similarly, Nissin’s ads turn the abstract idea of “the joy of eating” into striking, memorable visuals that stay with viewers long after the spot ends.

Coming Up Next: A Closer Look at Success Stories

In the next installment, we’ll dive deeper into real-world examples where abstract values and concrete expressions align beautifully. How do brands like Apple and Nissin successfully translate their identity into impactful advertising? We’ll break it down for you. Do you have a favorite commercial or a campaign that left a strong impression? 📺✨ Feel free to share in the comments—we’d love to hear your thoughts! (To be continued)