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An old advertising  clip of the Italian brand Campari is an interesting example of video advertising created with the use of warpframe, a very effective semantic structural model.

It's the 2005 video campaign "RED PASSION" .

Agency: D'Adda, Lorenzini, Vigorelli, BBDO
Director: Tarsem Title: "The Secret"


It’s a visual diachronic text. Here, using the technique of warpframe, are the elements:

Identity 
The sender (Campari) is the most important element for the whole story. The "red Campari" is inside every scene : is the colour of the carpet or  the colour of the liquor in the glass he is holding.

Relationship 
The relationship between the sender Campari and the receiver (public at home) is one of complicity. It is deliberately ambiguous.

Style 
The communication style is sophisticated and provovative, but in a very soft way. It is languidly transgressive.

Signs 
We can see in the video many symbols: the staircase, a symbol of upward social mobility; the crystal chandelier, very great and shining, a symbol of luxury. Then we can see some pseudo-indices such as the fresh white flowers in the  vase that implicates the daily care of the hotel. The red color in the glass and of the carpet is an icon of the liqueur and a symbol of the brand.

The lighted, indoor swimming pool is a symbol of comfort and relaxation. This feeling is reinforced by the circular shape used for the swimming pool and by its blue color. This location creates  contrast and harmony, together it is a balance within the whole location, where the adrenalin red, acute angles and straight lines predominate. These elements are perceived as dynamic and vigorous.



Codes 
The furniture code (bar, large and comfortable leather seats, the carpet) implies we are in the hall of a very luxury hotel. This spatialization connotes the story of exclusivity  and the characters. Dress code is used to identify the gender (male or female) of characters, their job (barman, waiter) or the time when the scene is set.

Kinetic and mimetic codes are used to denote their attitude (her slow elegant pace denotes femininity, sensuality, refinement; her  looks are allusive, full of promises) Figures In this video clip we can see an antithesis (male and female) and a paradox ( not male man and not female woman)

Roots 
There is the archetype of wanderer (the two characters go in the hotel and they don't accept common rules). The wanderer's goal is autonomy. Freedom is like the air he breathes. His task is to develop his sense of identity and assert his ideas. He fears conformity and compliance with written rules. The archetype of labyrinth is also present. The glass that the man has in his hand is almost a lamp which  lights his path and helps him in his research.

Roles 
The subject is the man who desires to reach the woman (object). Opponent is the distance between him and her. The helper is the liqueur Campari that inadvertently spilled into the female figure décolleté, forcing “her” to reveal her  true masculine identity. This fact pushes the male character to reveal himself, showing his true female identity. Sender is the brand Campari, receiver is the target.

Balance 
There are strengths that give dynamism to the story building, balanced among various actants. They imply elements of  contradiction, opposite and complementarity that act among them. So, we can see the following elements: • Male/Female (men and women drinking and talking in the hall) • Not Male/ Not Female ( the two protagonists)

It's obvious that the protagonist "not male" is an idea complementary to "female", opposite to "not female" and in contradiction with "male". The same relationship unites concepts of "not female", complementary to "male" and in contradiction with "female".


Sub-limen
The term sub-limen is related to those visual and textual hidden messages that deeply affect, in video, the perception by the public. Here we can find the presuppositions: depending on the clothing  worn by the protagonist, the viewer is made to deduce her/his sex. This fact creates the misunderstanding that is revealed in the last scene.


Conclusion 
This ad has been appreciated for several years for its sophistication and for its final transgressive "coup de theatre". Without any doubt, if it has touched the mind of the public to such a large degree, the greatest reason is because of  its well-organized semionarrative structure

Il famoso spot della Campari THE SECRET, uscito nel 2005 per la campagna pluriennale RED PASSION, risulta a tutt'oggi uno degli esempi più interessanti di video advertising costruito utilizzando strutture semantiche di tutto rispetto. L'agenzia che ha firmato la comunicazione è D'Adda, Lorenzini, Vigorelli, BBDO, mentre la regia dello spot è stata affidata all'indiano “Tarsem”.

Per capire la ricchezza semantica di questo video proviamo ad analizzarlo utilizzando la griglia del warpframe, utilizzata dal Semiomarketing e dalla Comunicazione Relazionale Polisemantica per comprendere le strutture comunicative negli audiovisivi.



Identità
L'emittente Campari si pone come elemento in cui e per cui la vicenda si svolge. Infatti il colore "rosso Campari" è presente in tutte o quasi le scene, rappresentato da moquette e dal liquore che lui porta nel bicchiere che ha in mano.


L'Identità dell'Emittente è sempre forte:in questo caso il prodotto è mostrato con il paradosso della bottiglia ancora chiusa e il bicchiere pieno nella mano
Relazione
Il rapporto tra emittente (CAMPARI) e destinatario (PUBBLICO A CASA) è complice, volutamente ambiguo

Stile
Lo stile di comunicazione si rivela raffinato e provocatorio, ma in modo estremamente soft, trasgressivo e patinato insieme.

Segni
Abbiamo alcuni simboli: la scala, simbolo di ascesa sociale, il lampadario di cristallo, enorme e brillante, simbolo di lusso. Alcuni pseudo indici (il vaso di fiori bianchi freschi indica quotidiana cura dell'immagine della location). Il colore rosso nel bicchiere e della moquette è icona del liquore e simbolo del brand . La piscina coperta illuminata è simbolo di di comfort, relax, sensazione rafforzata anche dalle forme utilizzate (circolari) e dal colore (blu). Tale ambiente serve a creare un contrasto e insieme un'armonia, un equilibrio con il resto della location, in cui predomina il rosso adrenalinico, angoli acuti e linee rette percettivamente elementi dinamici e vigorosi.


La scala: simbolo di ascesa sociale
Codici
Il codice dell'arredamento (bar, ampie e comode poltrone di pelle, moquette) ci indica che siano in una hall di un hotel di gran lusso. Tale ambientazione connota di esclusività la vicenda e i suoi protagonisti. Il codice dell'abbigliamento ci vuol fare identificare il genere (maschile o femminile) dei protagonisti, il ruolo (barman, cameriere), o il periodo storico in cui si svolge l'azione. I codici cinetici (il lento incedere elegante di lei denota femminilità, sensualità, raffinatezza) mimetici (gli sguardi sono allusivi, carichi di promesse).

Figure
È stata inserita la figura retorica dell'antitesi (maschile e femminile) e del paradosso (uomo non maschio e donna non femmina).


Il momento della rivelazione delle figure retoriche dell'antitesi e del paradosso giocato sui termini maschile e femminile
Radici
Ritroviamo nello spot l'archetipo del viandante, impersonato dalle due figure protagoniste, che desidera per sé l’autonomia più di ogni altra cosa, la libertà è per lui l’aria che respira. Il compito che si pone nella vita è relativo alla formazione della sua identità e quindi all'affermazione delle sue idee. Teme la routine, l’obbedienza alle regole imposte da altri. E' presente anche la figura archetipica del labirinto. Il bicchiere che lui tiene in mano è quasi una luce che illumina il cammino e agevola nella ricerca (immagine archetipica).

Ruoli
Il soggetto è lui che desidera raggiungere lei (oggetto) l'opponente è la distanza che lo separa dalla figura che si allontana, l'aiutante è il Campari che versato inavvertitamente nel decolleté costringe la figura femminile a scoprirsi e a svelare la sua vera identità maschile. Questo spinge anche alla figura maschile a svelarsi, rivelando la sua identità femminile. Il Destinante è il brand Campari, il destinatario è lo spettatore-target

Equilibri
Sono forze che imprimono dinamismo alla vicenda attraverso la costruzione di equilibri fra i vari attanti e che comportano elementi di contraddizione, di contrarietà e di complementarietà che agiscono tra di essi.

Abbiamo quindi:
Maschile/Femminile (gli uomini e le donne che sorseggiano drink e parlano nella hall)
Non maschile/non femminile (i due protagonisti).

È evidente che il protagonista non maschio è come idea complementare a femmina, contrario a non femmina e in contraddizione con maschio. Identico rapporto unisce anche i concetti di non femmina, complementare a maschio, contrario a non maschio e in contraddizione a femmina.

Sub-limen
Si tratta di tutti quei messaggi reconditi visivi e testuali che influiscono profondamente nella percezione del video da parte del pubblico. Qui abbiamo le presupposizioni: a seconda dell'abito indossato viene fatto dedurre allo spettatore il genere di appartenenza. Da lì viene poi fatto scaturire l'equivoco che si svela nell'ultima scena.

Lo spot è stato apprezzato per molte stagioni per la sua raffinatezza e per il trasgressivo colpo di scena finale. Ma senza dubbio, se ha colpito tanto l'immaginario del target il motivo risiede in gran parte nella sua ben organizzata struttura semionarrativa.

Come al solito se desiderate avere maggiori informazioni sul Semiomarketing e le opportunità di ottimizzazione che offre alla comunicazione e marketing aziendale, visitate il nuovo blog si Semiomarketing al seguente indirizzo:

http://semiomarketing.blogspot.com/


"Già" l'allitterazione nel payoff della pubblicità Nero Giardini del 2017, è per assonanza, una allusione al brand (e Già primavera, e Già estate, Giardini).

L'adv primavera-estate 2017 di Nero Giardini 

La posizione dei singoli elementi dell'allitterazione genera inoltre un'ideale piramide, aumentando la stabilità e fiducia nel brand.

L'ideale piramide generata dagli elementi dell'allitterazione

Interessante notare, in tempi di gender fluidity, l'ancoraggio a una marcata antitesi fra:
  • chiaro e scuro
  • maschile e femminile

Le antitesi presenti nel visual
La spazializzazione è ancora una allusione al brand, in quanto i due protagonisti si trovano in mezzo al verde rasserenante di boscosi giardini di primavera e al bordo di un'azzurra piscina.

Ancora viene evidenziato il dualismo fra:
  • primavera
  • estate
richiamato dallo slogan, dai colori verde e azzurro del giardino e della piscina, simboli rispettivamente delle due stagioni.


L'ulteriore dualismo primavera/estate

Una pubblicità basata su elementi semplici e per nulla complessa nella struttura narrativa, quindi un po' debole ma non per questo inefficace.


Uno degli advertising 2017 della Swatch mostra una giovane abbracciata da un enorme orologio.

L'immagine si basa su una iperbole, figura retorica che consiste nell'esagerare la descrizione della realtà tramite espressioni che l'amplifichino, così da mettere in evidenza il prodotto, enorme orologio che avvolge la donna.


L'orologio vuole inoltre essere una metafora visiva, in quando il colore (per similitudine) e il codice prossemico che evoca, senza mostrarlo, il movimento avvolgente intorno al corpo di lei, rappresentano la pelle (skin in inglese) della ragazza.

In pratica, il messaggio è che l'orologio diventa parte del corpo dell'acquirente, come una seconda pelle, elemento integrante della sua identità fisica.

Non manca un attento uso delle forma che mostra l'orologio di lato, in verticale, con una linea dritta immaginaria, che evoca una idea di forza, di resistenza (e di minimo ingombro) e poi a spirale intorno alla ragazza, evocando inconsciamente l'idea del cambiamento, della novità, nel mondo degli orologi e della loro portabilità.

La diagonale dell'orologio e degli arti della ragazza si concludono infine in modo naturale nel marchio, collocato in basso a destra: "Swatch. Swiss Made".

This a visual synchronic text. 

We have many signs: the naked woman is an icon of female beauty and a symbol of Nature and authenticity. 

The parrots are symbols of sophistication, exoticism, uniqueness, rarity, beauty and privilege. 
The pillows and the peacock feathers are an icon of hill and exotic landscape and a symbol of luxury, elegance,  comfort, sophistication, exoticism , vanity and seduction. 

The bag with the double circular shining ornament  is a symbol  of lunar phases (and evokes an idea of womanhood with the stylized icon of the moon). 

The bag with the double circular shining ornament  is a symbol  of lunar phases 

The jewel are symbol of luxury, elegance, good taste wealth, richness and abundance. 

From the point of view of discursive categories we have: 

Actorization: a naked woman and her two parrots. 
Spatialization: a bed of pillows and peacock feathers (symbolic of  a jungle). 
Temporization: the accessories and jewels suggest to us we are in the present time. 

From  the point of view of eidetic categories (the shapes) we can see a triangle formed by the naked woman .  

There are a lot of triangles formed by the corner of the pillows. The use of triangles sends to us an idea of stability . 

The triangle evokes in an unconscious way in the receiver the idea of stability, security and reliability (about the Bulgari brand and about women who wear Bulgari products). 

The bag has a circular ornament  and from the point of view of eidetic categories, it sends an idea of privilege, elite and closure. 

In the picture we can see curved lines on the shapes formed by the peacock feathers, which define womanhood and comfort. 

The bracelet s, earrings and rings have a closed circular line that denote privilege and the élite.  

The bracelets have a closed circular line that denote privilege and the élite
From the point of view of mimetic and gestural codes, we can see that the woman seems self confident and serene, immersed in a peaceful land, without troubles, full of joy and richness. 

This in an index that she has everything she can desire, so the archetype represented is the innocent.  
She is at the height of his accomplishment and has no further goals to achieve. 

She could only but fall, and fears the loss of  bliss, of Paradise. 

About chromatic categories: green evokes an idea of authenticity, contact with Nature, naturalness; brown sends an idea of stability, authenticity, warmth; purple is a chromatic trans-perceptual element.

It’s used here to send to the receiver’s unconsciousness some subliminal visual messages, which refer to the concept of extreme luxury and high sophistication. 

The images's concept is pointed up by the idea of natural elegance and suggests to the mind of target that Bulgari  is a company that creates jewels that are naturally beautiful. 

A simile is generated by the juxtaposition of natural elements and luxury goods,  and suggests the concept that luxury is natural for a woman.  

So the advertising, in an unconscious way, amplifies the brand’s power and the reliability, improving the target’s  desire for the company products and increasing the confidence of customers in Bulgari, which is perceived as good and engaged.   



The Sephora Glossy”, the company’s blog, does an excellent job of executing beauty-centric content while showcasing its many brands, driving traffic to stores while increasing digital engagement with helpful how-to’s, playlists, and other thoughtful posts.

As Pew Research notes, 66 percent of consumers engage with a brand after purchase. To create loyalty, it’s important to have a blog like Sephora’s where your brand can be integrated into your consumer’s daily routine.

The company’s blog Home Page
Sephora’s blog is divided into five content buckets:
  • news
  • inspiration
  • how-to, people
  • video 
“News” features text articles with big visuals to accompany them, and the video page is primarily composed of -you guessed it- video tutorials, serving a variety of content for an audience with diverse needs and preferences.

One of the interesting page types that Sephora experiments with is an “inspiration page.” Other beauty brands should take note of this integration of a Pinterest-like board that drives sales directly from the blog.

Sephora’s inspiration page features beautiful, high-quality photos of different makeup looks in a collage with no text. When readers click on the photos, they are taken to a sub-page where products used to create the look are featured, giving readers the opportunity to buy right from the blog. As a platform that over 25 percent of women on the internet use, leveraging the same concept behind Pinterest helps Sephora win over their target demographic.

High-quality photos of different makeup looks
 Another clever feature on the Sephora blog is the “People” page, which features profiles of women in the beauty industry giving beauty advice. Posts include an interview with nail artist Naja Rickette: “the master manicurist on Formula X, interplanetary nail looks,” as well as Laura Slatkin of Nest Fragrances: “Slatkin pays a visit to Sephora HQ to talk about the floral, spicy world of fine fragrance.”

The People page
These endorsements give credibility to the brands that Sephora sells, and also leverages the social followings of the people the blog profiles. Sephora’s blog design takes into account not only overall branding, but also the functionality of each page.

Instead of applying the same template for each page, Sephora carefully implements designs that allow viewers to fully engage with various types of content easily.


Relative to other brands like Maybelline and Chanel, which have four and ten times more followers on Facebook respectively, Benefit makes a strong showing on Instagram and YouTube by truly embracing the world of beauty bloggers, employing famous YouTube influencers in their branded makeup tutorial videos.

Benefit recently collaborated with plus size model Tess Holiday, beauty vlogger Dulce Candy, and transgender YouTube star Nikita Dragun to introduce The Bold Is Beautiful Project, which donates money to domestic and international charities focused on promoting women’s education and health. Combined, these influencers amass a following of over 5 million across YouTube and Instagram alone.
The famous YouTube influencers
Using a diverse group of influencers is appropriate for a mass market brand like Benefit as they can easily reach their target audience and be in the forefront of their consumer’s mind as a fun-loving, forward-thinking brand.

Consistent design and tone of voice accounts for the familiarity users can expect on Benefit’s social channels. To the knowledgeable beauty consumer, there’s no mistaking the sassy tone, retro fonts, and prissy-pink color scheme that define Benefit: the brand’s Pinterest account features an entire board celebrating the color pink, and a recent Instagram post reads, “Don’t let anyone with bad eyebrows give you advice on life.”

Across all social channels, content is fun-loving and makeup-centric. Sticking to one theme has its benefits (pun intended), making it easier to control quality and produce content in-house.


While Bobbi Brown posts everything from sailing to holiday shopping, Chanel remains Chanel-centric. While Bobbi engages directly with consumers on Twitter, Chanel does the exact opposite by not following anyone on Twitter.

This sends a huge message about the level of exclusivity the brand hopes to convey. For all its popularity, there is nothing populist about Chanel’s social presence. It’s worth nothing that while Bobbi presents her products primarily through visuals of the products themselves, Chanel gives its audience photos of beauty products on a model.

This is a notable distinction: the visualization stage of the buying process versus the fulfillment stage.
For Chanel, representing the fulfillment stage works well; large photos showing makeup on a (usually famous) face regularly receive over 100,000 likes on Chanel’s Instagram feed. Chanel’s blog, “Chanel News,” is an extension of the tactics that make the other parts of its web presence successful. Chanel News reads like the New York Times Style section.

The Chanel's blog

It’s strictly promotional in nature, and details the various events (most of which are black-tie), that the company hosts globally: who was there, where it was held, and all the elegant details.

Posts profile art openings, fashion shows, and product launches. Where Bobbi Brown wants to meet the consumer in her everyday life, Chanel creates an aspirational air of elite aloofness.

Chanel’s blog content also features separate pages for Karl Lagerfeld, Chanel’s creative director, as well as fashion shows, collections, celebrities in Chanel, and Coco Chanel herself. Chanel’s use of multimedia on its blog is innovative, featuring tracks from fashion shows and concerts, as well as video footage of runway shows and “making of” featurettes. 

Since 47 percent of internet users share videos from web sources via social media, creating video assets and sharing them as blog posts can help drive traffic back to your site. A great overall mix of content can help reach viewers with different preferences, and Chanel’s blog succeeds in variety. 

The design of the blog contributes to the aspirational branding. 

It is minimalistic and clean, and some of its major design assets include large close-ups of products and events as well as high-quality stills from videos. The layout matches the elegance Chanel is known for, containing a single scrolling column and a small amount of text. 

An added benefit of large, high-quality images is that they translate well to mobile devices. In a world where 63 percent of American adults use their mobile devices to access the web, this is an important factor to keep in mind when planning blog content mix and design.

Similar to other beauty brand channels, Chanel uploads makeup looks and tutorials into a playlist for all-things beauty. However, since Chanel’s product range expands outside the realm of beauty, makeup is only a small piece to Chanel’s channel. 


Chanel's Youtube playlist
To highlight their makeup, the brand promotes their artistic direction and sophisticated brand identity, as well as the history behind the iconic fashion house. By presenting their makeup collection alongside evidence of their brand heritage, and using the same famous faces who model Chanel’s couture range, their beauty range communicates high value and prestige – despite being a small fraction of the cost of the brand’s core product line.



Through its highly visible social media campaigns and blog, hundreds of thousands of followers and readers religiously check in for the latest tips and tricks, tutorials, and trends from this cosmetic leader.

The Bobbi Brown brand boasts over 3,788,000 Facebook likes, 500,000 Twitter followers, 1,500,000 Instagram followers, and 56,600 Pinterest followers. With numbers like these, it’s clear the brand is succeeding on each of its major social channels. But what’s really instrumental to the brand’s success is its broad range of lifestyle content and direct conversations with consumers.

While the Bobbi brand is sophisticated, its social voice is welcoming and engaging. The official Bobbi Brown Twitter account not only mentions other big brands and partners who tweet at them, but also consistently replies to individual followers.

One of the strengths of Bobbi’s social campaign lies in its ability to have direct conversations with its VIP consumers while retaining a voice that isn’t too stuffy for casual shoppers and new fans.

Bobbi Brown's blog Home Page

Bobbi Brown’s blog mantra nods to its lifestyle content: “a blog based on truth, beauty & being amazing.” Like its other channels, the blog content does not stick to the usual beauty content of tutorials, product reviews, interviews, and photo shoots.

Instead, it reaches out to its audience by applying the Bobbi Brown voice and perspective to news and culture stories, as well as producing lifestyle segments that position Bobbi as an expert in women’s lifestyle issues like Beauty, Life, Happenings, Beauty Food, Be Who You Are, allowing viewers to quickly find what interests them most.

The blog acts as an online version of a traditional magazine such as Vanity Fair: recent stories include a recipe for “Bobbi’s Brussels Sprouts (Faux) Pasta” right alongside a more traditional beauty blog post on “Old Hollywood Glam” that received 27,816 views and 2,975 comments – pretty amazing for a post that had only been published for one week.

All the while, Bobbi’s blog keeps the brand’s persona front and center – it frequently features posts that include her first-person voice. Bobbi’s favorite products across industries are regularly spotlighted alongside snaps from her family trip to Colorado, giving the consumer what feels like full access to Bobbi.

With over 14 percent of online adults in America blogging themselves, the Bobbi Brown blog is able to tap into the “personal blogging” hobby that many women of Bobbi’s target demographic practice daily, thereby building an even stronger connection.

Visually, the blog remains consistent with Bobbi’s other digital platforms. It’s important when planning the layout and visual elements of a blog to keep constant with the look, feel, and organization of other platforms.

Bobbi Brown on Instagram

In the same way Bobbi’s Facebook posts include personal photos from a trip to Africa, as well as a playlist created for Prince George’s birth. The brand’s meticulously organized Pinterest boards include product shots and how-to’s, as well as bridal boards and inspirational quotes from Bobbi herself. As for Instagram, images run the gamut from short video ads for new products to filtered snaps from events like press reviews at New York’s famous SoHo House. 

All these factors come together to form Everything Bobbi, Bobbi Brown’s beauty and lifestyle blog and socials.


When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers.

Research from Pew shows that women are more likely than men to use social networking sites and blogs, and that 74 percent of women are on social networks.

The beauty brands galaxy
Digital marketing has presented beauty brands with opportunities where other industries face challenges – it’s easier to create an engaging video tutorial for a hair product than to do the same for computer hardware.


Social networks offer brands the opportunity to wow consumers with a variety of content, from blogs and infographics to microcontent and video. This vertical’s online content has had a spotlight on it since the success and proliferation of the Dove Real Beauty campaign, where marketers developed culturally relevant, highly shareable content that addressed the interests and concerns of the beauty brand demographic – real female consumers.

An image of Dove Real Beauty Campaign
New digital and social platforms offer an ever-widening array of opportunities to reach new audiences and to re-engage existing ones, ultimately building two-way conversations that drive sales, engagement, and brand awareness; in addition to helping brands differentiate themselves from competitors.

Beauty brands are also ahead of other industries when it comes to niche targeting and innovative, cutting-edge visual marketing.

Though it’s true that other verticals can capitalize on the opportunities digital presents, the ubiquitous use of visual tools like Instagram and the staggering influence of beauty bloggers means that it’s crucial for beauty brands to take advantage of new social and digital advances in marketing.

Next posts will cover the content marketing strategies that five best-in-class beauty brands are using right now to engage their audiences online, both through proprietary platforms and in social media. Premium products can be a difficult sell in a tough economy, but each of these brands succeeds in providing content that keeps their customer base engaged and ready to convert readership into sales.