The unadvertising figure
For years I have noticed this man-sized and mobile Santa Claus doll with a saxophone. What it wants to tell me as Santa Claus and what it stands for, I still don't know.
What I am concerned with here is the steering or distraction of advertising figures. There are characters that have been invented for advertising purposes. Not all of them can ultimately be identified with the advertised product. A classic is the tiger of Esso or Shell or BP. The slogan was "Put the Tiger in your Tank." Familiar to all, but few could relate this advertising figure to gasoline. This is where the high art of good advertising begins, which unfortunately only exists in a few places today. I hope you all read my motze, then you understand what I mean (to be read under www.tingerbutzmarketing.ch/motz-vonbutz/). Back to the advertising figure, Santa Claus. Actually a pathetic, chubby, old, but friendly man with a whitish beard and, depending on the country, with a sleigh and elk. In certain countries, the poor guy even has to climb down the sooty chimney to bring obedient children a plump stocking or the rod to naughty children. And so the advertisers harness this hero in front of the sales cart.
As mentioned at the beginning, it advertises exactly the same as the tiger, which cannot be assigned to any product. The Chlaus actually stands for nothing positive, except he tells us on December 6 that Christmas is approaching. But this is also evident in the cold and gloomy days. The fact that Coca-Cola has been using this representation since 1931 and has had him drive up in a 40-ton truck in recent years may work with the dumb Americans and the kids.
My theory: An advertising figure should definitely link to a brand or product immediately. The aforementioned Chlaus doll at least has a saxophone with it, which gives it a slightly more original touch and more attention. But "Rent a piano now", as I found out with effort, it does not communicate.
There are only a few good and optimally functioning advertising figures. Good examples are the M&M, which are also entertaining. The purple cow from Milka, the Playboy bunny or Bibendum, which is actually the name of the Michelin man, I assign to the category of "excellent advertising figures" without them embodying the product. But this is also characterized by long-term, consistent application and, of course, exceptional implementation. The cow is purple like the Milka packaging. Bunny equals Bunny. The tire man was created as early as 1899.
Most of the figures that appear in advertising, like our Chlaus, are not meaningful or simply amateurish and ugly. I have already given my opinion on the Thomy mustard tube figures in an earlier Motz. My standout of the last few weeks: clearly the FCB.
Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, also mothballs for Werbewoche readers. Please send any relevant information to [email protected].
