Achieve effective advertising!

An advertising message has two vital elements. Discover what they are. 

Contemporary advertising is enriched by new forms of communication. From the digital spectrum to increasingly attractive activations at physical points of sale, marketing strategies are gaining strength as never before. 

This mix of content and efforts results in greater brand presence, but at the same time, fierce competition against other latent proposals in the market. 

Fashion, as always, is not far behind. 

Therefore, today we want to review two fundamental elements that, as members of the fashion sector, you should consider in your advertising strategies. 

Connotation and Denotation 

These are two concepts used to generate forceful messages. Not only to communicate an idea, but to impact the user through two guidelines: persuasion and emotion. 

Let's take it step by step. Let's understand the background of each of these two concepts. Denotation is an objective meaning, the literal part of the message; that is, what the fashion brand communicates as such.

If we translate it to the scheme of a creative concept, it is what we say unequivocally through a fashion campaign, publication, or video. For example, "we are a Mexican company committed to sustainability" or "we are the Mexican fashion company focused on denim par excellence."

In both cases, there is no doubt in their statements. 

However, advertising messages—to be credible—must go further. As a whole, there is denotation. What is it? That which is desired to be conveyed. 

In terms of communication, it can be a play on words that transports the potential customer to another context, a dream, or an alternate reality that has a certain meeting point with our company. 

To illustrate, we can recall powerful slogans such as "Open Happiness" from the giant Coca-Cola or "Just do it" from the sports fashion powerhouse, Nike. 

An effective combination 

Mixing concrete and dreamlike information in our communication efforts within the fashion industry will result in advertising messages capable of persuading, while also exciting the user. 

Fashion has the ability to "stir passions"; it is creative in itself. Therefore, marketing and communication strategies built from an advertising perspective can (and should) be proactive. 

Best of luck!

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