Defining and Producing An Advertorial
Pantene AdvertorialPeople love to read magazines. There are so many different periodicals out now that you can just about find the right one that satisfies your interests. We go to these publications because we trust that they will give us credible content. Advertisements can sometimes grab our attention, but we really look for the articles. That's why sometimes an advertorial is that perfect hybrid of an article and an advertisement. By its very definition, an advertorial is an advertisement produced to look just like an article while providing more in depth information about its product to consumers. Since its origins back in the Mad Men era of the 1960s, advertorials have been another way of companies to promote their products to you.

Via my studio Somos Arte, I have successfully produced a few advertorials for Procter & Gamble's recognizable brands like CoverGirl, Olay, and Pantene. These have shown up mostly in Siempre Mujer, a magazine that provides beauty and lifestyle editorial content to Latinas. We provide all the services required to ensure a successful advertorial: casting, hair styling, make-up, photography, web design, graphic design and video production.

Sometimes an advertorial can go beyond the actual magazine page. In the case of the advertorial we produced for Fruit of the Loom, Somos Arte designed a website. Via this website users had the opportunity to vote on their favorite model, thus leading to a "sticky" advertorial. "Sticky" refers to a websites ability to retain visitors and entice them to come back again and again.

The next time you flip through the pages of your favorite magazine, be mindful. You might find yourself actually reading an advertorial and making a decision on purchasing that product based on how successfully compelling the content was.

Sobre Arte Blog
Writing about art and design. That is what this blog is all about. At Somos Arte, our approach to our work can be compared to the work of an artist creating a new masterpiece. Here you will read about our technique and you will also get insight that will help you with your next project. At times we will also discuss current trends in design, web, video and art and how they relate to our studio and our work.
Archives