Importance of Deconstruction and Construction
There are different ways a marketer has to reach their customer, but all of them consider one or more specific elements that have to be constructed in order to achieve the marketer’s communicative goal.
How an elemental approach to marketing communications can help marketers connect with their audiences?
Deconstruction of the message helps marketers to understand the importance of building a message that is consistent with what they want to communicate. Every part of the message is thoroughly analyzed, studied, thought and overthought to generate the impact they want to generate.
There are thousands of thousands of elements that can be considered when constructing or analyzing a specific ad: based on images, colors, textures, static or moving text, typography, music, sound effects, silence, and much more. All of them have multiple ways to be constructed, and there is where the key for successful communication is.
What typography identifies with my audience? It is related in any way to what I want to say? Don’t forget that what we are saying is as important as how we say it.
What images or photograph or colors identifies with your audience and are still in line with your message purpose?
What is the perfect composition for your message to be clear? Do you need to highlight any particular item?
Which music or sound effect will create the emotional environment you need? Does the tempo is aligned with the image’s rhythms? Should it be?
Oh yeah, you can keep asking these kinds of questions forever and ever, each element and each election is defining a meaning… so better be cautious and avoid random outcomes. Cause failure is just around the corner, right?
Let’s see this example
Bloomingdale’s campaign of2015featured a man watching a woman laughing and she hasn’t even noticed it. The copy element (as a meaning text) wasn’t the right election…People in social media did not hesitate in commenting and rejecting the big retailer’s campaign, accusing them of promoting date rape.
Bloomingdales had to take the ad from everywhere and write an apology message through their communication channels that stated It was an “…error in judgment.”
When building a message, marketers must have in mind what their objective is: Inform, remind, persuade and connect. Using the appropriate elements in this construction based on their objective, with good storytelling will certainly have the desired outcome: the mutual understanding of the intention of each marketer and audience.
Hope you liked today’s “Let’s talk about…” topic, I look forward to reading your comments!