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A GOOD CAR AD

4. A good story

 Something is happening, what is it?

 You can read a whole story in a picture

 Stays in your mind

 People, animals=> eye-catching, interesting

 Identifiable characters / situation

 Car is part of your life, not a ”worshipped

sheet metal god”

Valores Consult

http://www.semiotiikka.com

”This is good, a dog sniffing the air and they

talk about navigator, the dog is navi ́gating

with his nose – fun, a bit irreal feeling”

A. DEPTH INTERVIEWS

54%

”A nice night feeling, and the moon is like a ball

to be caught, you get a moon from the sky when

you get Skoda? The picture stays in your mind”