Admiration
Ads and videos written to this emotion: 172. 103 make the Say move, 43 make the Avoid mistake.
The Emotion Map's entry, written for B2B buyers.
What it is
Looking up to someone for what they do or who they are, in a way that makes you want to grow, not take what they have.
Where it shows up
Reading a case study about a company one step ahead.
Sounds like
"That's how we want to run marketing."
Say
The case with its steps and its numbers, so the reader can see themselves doing it.
Avoid
Case studies that show only the result. Admiration without a path slides back into envy.
In consumer ads
Say: The endorser the reader looks up to, with a path: what they do or use, how, and why, so the reader can see themselves doing it.
Avoid: Only the famous face next to the product. Admiration without a path slides back into envy.
Doing it right
Ads that make the Say move.
Pond's Vanishing Cream ad, al-Musawwar 1925
After Pavlova's signed-style praise, the copy gives her routine to copy: vanishing cream by day against sun and air, cold cream massage at night, with both jars drawn beside the Pond's logo.
'The charm every actress knows' actress testimonial ad
Signed quotes from Elsie Janis, Frances Starr and Pavlowa are followed by the stage stars' method, a cream bath on neck, arms and hands, and a free trial tube to copy it tonight.
Pond's Vanishing Cream ad, al-Musawwar 1925
Pavlova's photo sits beside her quoted words that the vanishing cream softened and whitened her skin, and the copy hands her result to every lady and girl, with the two jars to ask for.
Agency house ad: Copy That Sold 350,000 Motorists
Three numbered steps show how the copy made Veedol's hidden chemical superiority visible through the Sediment Test, and the result is set against an oil man's 10 per cent forecast: over 350,000 motorists.
Markaz al-Taswiq al-Amm department store ad, al-Kawakib 1963
Nadia al-Nuqrashi is photographed choosing Khan el-Khalili pieces off the store's own shelves, and the copy backs her taste with the address and each department, from wool to shoes, at socialist prices.
Drene Shampoo ad with Drene Girl Arline Dahlman, 1947
Cover girl Arline Dahlman, paid for how her hair photographs, is shown with three holiday hair-dos readers can copy at home, plus the reason: Drene leaves no dulling soap film.
Abou Shadi jewellery shop ad, al-Kawakib 1963
Four photos show actress Laila Shaeer choosing necklaces inside the shop, the owner handing her a piece, then name the season's lines, Cleopatra necklaces to butterfly brooches, with the address.
Breck Girl ad with Kim Basinger, art by Ralph William Williams
It shows the path behind the admired face: Kim won Breck's contest for high school seniors four years ago, began modelling, and is now on a bridal magazine cover.
Abu Shadi jewellery and cosmetics shops ad, al-Kawakib 1961
It shows the captioned actress being fitted with a necklace by the shopkeeper at Abu Shadi's own counter, then lists the comb, perfumes and jewellery with two addresses and phone numbers.
Breck Girl ad with Kim Basinger and her mother
Instead of a nameless model it paints Ann Basinger and daughter Kim of Athens, Georgia, cites Kim's win in Breck's hairstyling contest, and gives one reason: not mostly detergent.
Nabulsi Rawda soap ad, al-Kawakib 1952
The glowing face of the Riviera's queen of elegance meets the soap box set at the end of the headline banner, and the box below explains why: pure olive oil, pure ingredients, rich lather.
Kodak "The Kodak Girl" ad, Saturday Evening Post, 1914
The named Kodak Girl is photographed mid-use, camera at waist level and head bowed, and the copy adds that it is simple and cheaper than expected, so the reader sees what she does.
#خذ_خطوة وألهم العالم مثل محمد ✨
It shows the path, not just the title: the stutter, the decision to face audiences, the laughter he endured, and the stutter fading with each appearance.
Ora Ramadan ad: Yasmine Sabri at Silversands
Yasmine Sabri speaks as a returning owner, in her second year with Ora, and says what changed and why she stays: a big difference from last year and projects delivered very fast.
It shows the path behind Fouad's result, childhood practice, a mentor, care and persistence, so the viewer sees steps to follow rather than only a success to envy.
قد اني ارسم عالمي..و امثل بلادي .. لاني #قدّها
It shows the path, painting since childhood, passion turned into a voice, a gallery showing, so the viewer sees how she got there, not only the result.
علي تنكر عجبته الفكرة وقبل التحدي- ابتكر من الأكل الزائد - فطيرة المندي
The chef is not just a famous face beside the brand: he shows every step of the Mandi pie, then tells viewers they can do the same, which gives the admiration a path.
فاريل ويليامز وجد إلهامه في سعديات غروف
Pharrell explains why the place works for him, built around the senses and a meeting of cultures, so the viewer gets his reasons and not only his face beside the logo.
Doing it wrong
Ads that make the Avoid mistake.
Lux toilet soap ad, al-Kawakib 1965
Joan Collins appears only as a named bare-shouldered portrait beside the slogan, with no word from her, so her glamour is the whole reason before the column of coloured bars.
Arrow Collar "Marcy" Arrow Collar Man ad, 1920
The Arrow Collar Man's face fills the page and the collar is a small named detail, Marcy, with one pairing line, so the reader gets the admired look but no reason behind it.
Lux toilet soap ad, al-Kawakib 1965
Joan Collins is only a captioned portrait, with nothing said about her own use of Lux, and the four labelled bars in white, green, rose and blue ask only which colour to buy.
Sam Lucas' Songs cover with priced song list
It rests on 'The World-Renowned' billing, an engraved portrait and 'As Sung by Him with Great Success': the famous face and the priced titles, with nothing on what he does that readers could follow.
Lux toilet soap ad, al-Kawakib 1950
Jean Simmons's glowing portrait fills the page and her quote only restates the result, new softness and added beauty, so her face is the whole proof and no practice is shown.
Agency ad: 'Changing the summer footwear of the nation'
It holds up only the result, 'Today all America puts on its summer shoes', beside the Keds tear sheet signed as the agency's campaign, with no step or number showing how.
Lux toilet soap ad, al-Kawakib 1963
A promise of soft skin sits over Carol Lynley's huge smile, and a short credited quote naming Lux is all the reason given before the practical half: lather, two pack views, 3 sizes.
Agency case ad on Cutex: Another toilet goods success
The single word 'Another' and a strip of Cutex artwork claim a series of wins, but the page gives no step or figure behind the success, only the client's name and the result.
Lux toilet soap ad with Linda Darnell, al-Kawakib 1950
Linda Darnell's 'use it tonight' asks the reader to copy her, backed only by the claim that Lux users are the most beautiful and her own full-page portrait.
Agency house ad on Cutex: Now a Habit of the Nation
It gives only the before and after, manicuring once a nicety of the few and now a national habit, with 'Then came Cutex' as the turn and no sales figure or step behind it.
El-Sergany jewellers ad, al-Kawakib 1952
The headline says the stars of the cinema choose the finest jewellery here, but never shows what they buy or why, so the famous names stand beside the shop with no path to follow.
Harper's September issue poster, 1896
A stylish reader holds the issue up as a plain gold block and nothing says what she finds in it, so buying looks like copying her rather than a path to follow.
STING Egypt Ad with Mohamed Ramadan / اعلان ستينج مع محمد رمضان
The lightning bolt painted from Mohamed Ramadan's forehead to the bottle and the line the legend's bottle offer only the star's persona and the pack, with nothing on what the drink does for him.
برامج وخدمات بوبا العربية تلائم جميع احتياجاتكم
The athlete is someone to look up to, but the ad gives only his face and his verdict that Bupa is the best, with nothing about what the insurance does or why.
هيفاء وهبي في اعلان رز الوطنية على انغام اغنية وردة فين ايامك فين
Haifa Wehbe's close-ups and a table of rice dishes, set to Warda's tune, carry the new pack, but her part is her face alone; the only reason given is the California origin.
Nawal Al Zoghbi 2000 Pepsi // اعلان نوال الزغبي لبيبسي ناسيني ليه
Nawal Al Zoghbi blows kisses and sings Naseyni Leeh to a packed crowd, but no bottle appears and nothing says why she drinks Pepsi, so the star's face does all the work.
اعلان بيبسي قديم - حازم امام وهادي خشبه ونادر السيد واحمد حسن
Hazem Emam, Hady Khashaba, Nader El Sayed and Ahmed Hassan stand in street jackets like friends out together, but the spot gives only their faces and the brand, no reason to choose it.
اغنية اقوي ميكس من وي | مكي وويجز
Mekky and Wegz stand in for the bundle as a throne-room and neon music video, but nothing shows either of them using the mobile plan or home internet the ad sells.
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