Oftentimes, creating a flyer or writing an ad for your home for sale, is not about a formula, but rather a fascination with and the delight in PLAYING with pictures/images/symbols. It reminds me of doing board puzzles when I was young, and the concentration and watchfulness I associate with that to make the pieces come together. I loved the challenge and the anticipation of the familiar surprise of completeness... a perfect picture! I often relive this playful, joyful experience, when working on an ad. It's like all the pieces are scattered. No one, including myself, has seen the completed picture--- the one that was often on a puzzle box, but everyone has at least one or more of the pieces in mind, maybe even in heart or soul. Pictures can become "symbolic," meaning they can represent a time, a place, an experience, an idea. Symbolic imagery is more about soul language. In certain fields, this can sometimes be referred to as "archetypes." An archetype is essentially an energetic imprint. Carl Jung helps us to understand archetypes as "active living dispositions, ideas in the Platonic sense, that pre-form and continually influence our thoughts and feelings and actions." He clarifies that these are not really inherited ideas, but rather "inherited possibilities of ideas." I find this interesting for advertising. In one respect, If you struggle with trying to write ads for your homes, one thing to do might be to consider that you are sending out an invitation... that you are inviting the possibility of something much more significant than could ever be conveyed in the actual picture of a house. ‘The House," I often hear, "will sell itself." So I like to go with that and spend some time thinking or imagining the kinds of connections people would be able to make with a particular house. You have all the facts about the house... strengthening the facts with an idea of possibility is like frosting on the cake!
In the previous blog is a recent ad I did for a group of homes in my town. The bride & groom photo conveyed, for me, some remarkable imagery in what was really a candid shot. I think, in one way, it represents a lot about HOMEs... you've got an architectural image with the beautiful window & wrought iron railing, a connection image of people in love, a fashion image, a dream image, movement, and also one that speaks deeply of ‘forever'... Can you see how all this embedded imagery can create the possibility of hitting HOME as it strikes universal chords about some strong ideas associated with HOME? Voila! Ad a la mode!
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