Chatting with targeted force
Holger Jung and Jean-Remy von Matt have written a book about advertising
Holger Jung and Jean-Remy von Matt have written a book about advertisingBy Andreas Panzeri "Momentum" is the title of the book. And the subtitle specifies: "The power that advertising needs today". This insight is explained by the author duo Holger Jung and Jean-Remy von Matt on over 350 pages.
"After ten years at Jung von Matt, we decided to write down what we had learned and pass it on," write the agency bosses in the foreword to their "Momentum". It wasn't easy, because "our profession, with its balancing act between emotion and calculation, requires undivided attention". Many weekends and vacation days had to be sacrificed. "But what can you do? We hate bad publicity. Especially when it comes from us."
Spread over 14 chapters, Jung and von Matt analyze the recipe for good advertising and thus also the secret of "momentum".
According to their estimates, a person has to decide every day which of 4500 advertising messages to take in and which to ignore. In a future increasingly overloaded with information, media consumption will become more and more voluntary for the individual. That's why advertisers face a major challenge: "How do I seduce a prima donna? How do I win over the enlightened, emancipated and self-confident consumer? How do I win over someone who sees through me?"
The average viewing time of an ad is 1.7 seconds. That may seem shocking. "But the time span from Oliver Bierhoff receiving the ball to the first golden goal in football history was also only 1.7 seconds. Nevertheless, millions can still remember it," write Jung and von Matt. In other words, they identify the "momentum" that turns these 1.7 seconds into a lasting "aha" experience.
Momentum - in physics we speak of "targeted force" - is created when persuasion and enthusiasm are concentrated in a single moment in advertising. "Communication with momentum is like a toy car with a flywheel." Momentum could also be "the interface between entertainment and persuasion". The moment in which an advertising idea transforms attention into didactic success.
Only on the battle line
it goes forward
The book shows how this can be achieved using the example of numerous works from the authors' agency life. Chatting from the studio table, they analyze advertisements, posters and TV commercials from Jung von Matt's first decade. The book is therefore also an anniversary present from the agency founders to themselves. What they have learned in all these years: "Only those who deviate from the ideal path can overtake others." It is true that there is also an ideal line in advertising, which is the safest and quickest way around a course. But this ideal line has only one disadvantage: "Because everyone uses it, you can't overtake on it." If you want to overtake, you have to switch to the racing line, which is dirtier and riskier. "But it's the only chance to get to the front."
"Momentum" begins beyond the familiar and everyday. After countless books about advertising, it also takes the risk of writing another book about the momentum of the moment, which is difficult to capture in words.
Lardon Media AG, BerlinISBN 3-89769-013-4, CHF 76,60
"After ten years at Jung von Matt, we decided to write down what we had learned and pass it on," write the agency bosses in the foreword to their "Momentum". It wasn't easy, because "our profession, with its balancing act between emotion and calculation, requires undivided attention". Many weekends and vacation days had to be sacrificed. "But what can you do? We hate bad publicity. Especially when it comes from us."
Spread over 14 chapters, Jung and von Matt analyze the recipe for good advertising and thus also the secret of "momentum".
According to their estimates, a person has to decide every day which of 4500 advertising messages to take in and which to ignore. In a future increasingly overloaded with information, media consumption will become more and more voluntary for the individual. That's why advertisers face a major challenge: "How do I seduce a prima donna? How do I win over the enlightened, emancipated and self-confident consumer? How do I win over someone who sees through me?"
The average viewing time of an ad is 1.7 seconds. That may seem shocking. "But the time span from Oliver Bierhoff receiving the ball to the first golden goal in football history was also only 1.7 seconds. Nevertheless, millions can still remember it," write Jung and von Matt. In other words, they identify the "momentum" that turns these 1.7 seconds into a lasting "aha" experience.
Momentum - in physics we speak of "targeted force" - is created when persuasion and enthusiasm are concentrated in a single moment in advertising. "Communication with momentum is like a toy car with a flywheel." Momentum could also be "the interface between entertainment and persuasion". The moment in which an advertising idea transforms attention into didactic success.
Only on the battle line
it goes forward
The book shows how this can be achieved using the example of numerous works from the authors' agency life. Chatting from the studio table, they analyze advertisements, posters and TV commercials from Jung von Matt's first decade. The book is therefore also an anniversary present from the agency founders to themselves. What they have learned in all these years: "Only those who deviate from the ideal path can overtake others." It is true that there is also an ideal line in advertising, which is the safest and quickest way around a course. But this ideal line has only one disadvantage: "Because everyone uses it, you can't overtake on it." If you want to overtake, you have to switch to the racing line, which is dirtier and riskier. "But it's the only chance to get to the front."
"Momentum" begins beyond the familiar and everyday. After countless books about advertising, it also takes the risk of writing another book about the momentum of the moment, which is difficult to capture in words.
Lardon Media AG, BerlinISBN 3-89769-013-4, CHF 76,60
