having quaffed a couple of tins last night, i showed my friends this ad idea for Wharfedale that i am working on. a reasonably simple graphic and clear visual message i would say. yet after a few seconds gazing at it, the lads proclaimed that they didn't get it.
fair enough, the graphic may not be working well enough. the idea may not be strong. or the details of the visual may be lost. i can accept that.
however, i then asked - would it work better as an ad for you if there was simply a picture of the speaker with huge text next to it reading "BUY THIS SPEAKER NOW!" ? to which the answer was a resounding "yes".
i think sometimes it is easy to try and be too creatively clever. it may impress a left-hand-side-of-the-brainer, but will it impress the consumer.
this tussle invariably becomes apparent when i am leafing through a publication such as Lurzer's Archive. the majority of the ads featured in it are ingenious and leave me in awe. yet when i hand a copy over for my friends to peruse, they generally comprehend just 2 or 3 ads from the entire magazine. and that's on a good day.
it does raise the question do many ads work too hard?
or are my pals just stupid?...
No comments:
Post a Comment