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You can download our guide “Everyday Creativity & Communication: The advertiser’s playbook” here: EMMA guide_final



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How many adverts do you think we see per day? Although the estimates vary, there is no doubt that we are constantly exposed to a considerable number of adverts. The most conservative numbers[i] suggest that we face up to 678 adverts everyday. However, there is additional evidence[ii] that suggests that the figures might rise up to 3,000 of adverts per day or even 5,000 (Walker 2015). Interestingly, different studies[iii] have concluded that barely half of them are noticed, and less than 1% make a real impact of consumers.

Every group of people (from professional companies to public institutions, from political parties to sport teams, and/or charitable or profitable associations) needs a memorable, coherent, and meaningful brand to appeal to their targeted audiences. The problem arises when an advertising campaign fails due to an unknown reason, and this is only learnt a posteriori and without a clear and specific insight about the reason why that happened. Our aim is to inform professionals about a number of good practices and possible pitfalls so that they can make an informed choice about the design of their campaigns, anticipating the possible outcomes of their campaigns before spending lots of money on faulty advertising messages. For professionals working in the world of advertising, we offer in this guide a number of strategies to enhance the power of an advert by exploiting all the vast array of available multimodal elements available in a conscious way.

We also have something to offer for the lay viewer. In this guide we invite you to think about what you see in an advert. What do you see? What does it mean? How do you feel about it? Making an advert is a very complex, time-consuming and expensive process; and therefore, every element, from colour, to the display of lines and images in an advert are thoroughly thought through (or at least should be). This guide should be useful to raise awareness of the meaning behind the different elements in an advert, and should also provide a number of tools to face every advert with a critical attitude and more ethical consumerism.


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You can download our guide “Everyday Creativity & Communication: The advertiser’s playbook” here: EMMA guide_final





[i]Media Dynamics (press release: 22/9/2014). Retrieved on 27th May 2017 from:

[ii] Landau, S. 2004. The business of America: How consumers have replaced citizens and how we can reverse the trend. London: Routledge.

Landler, M. 2001. What happened to advertising? Retrieved on 23rd May 2017 from:

Noam, Eli. 1995. Visions of the Media Age: Taming the Information Monster. Third Annual Colloquium, Alfred Herrhausen Society for International Dialogue. June 16/17, 1995. Frankfurt am Main, Germany.

account”. Metaphor &Symbol 31(2): 73-90.Shenk, D. 1997. Data Smog: Surviving the information glut. Harper Collins.

[iii] Johnson, S. 2004. New Research Sheds Light on Daily Ad Exposures. Retrieved on 12th May from: