Part of the things we look for when we add print, web or tv ads in the Adpharm gallery is if those ads, on a conceptual stand-point are straight communications or if they use some kind of metaphorical or analogical approach.

Keywords for conceptual themes included on AdPharm are:

• metaphor
  for viewing ads using a metaphorical approach
  
• analogy
  for viewing ads using an analogical approach
• hyperbole
  for viewing ads using hyperbole in its creative approach (exaggeration)
• Irony
  for viewing ads using an ironic approach
• spokesperson
  for viewing ads using spokespeople to give some perspective and a face to a brand
• celebrity_endorsement
  for viewing ads using a celebrity to promote a brand
• testimonial
  for viewing ads using an experienced user of a specific-brand
• before_and_after
  for viewing ads using a before and after (problem/solution) approach
• lifestyle
  for viewing ads using lifestyle imagery
• wordplay
  for viewing ads using wordplays

Click on the links in the list above to see the results on AdPharm or type those keywords in the search form on the site (or in the quick search form on all the pages of the site). Of course the categorization of the ads is relative to one’s interpretation of what the massage conveyed by the ad is. This is a starting point to either find inspiration when given the challenge to develop a new ad or simply to make sure a concept you came up with has not already been done.

AdPharm gallery is the largest online pharmaceutical advertising gallery.