I clipped this off the back of a cereal box. I like it because, instead of the games you find on boxes of “kids’ cereal” there was marketing copy. Not a hard sell, but a softer reminder – and almost an affirmation that the consumer chose wisely.
Although this ad is entertaining and eye catching, is it a good ad? Now that you’ve caught my attention, deliver a powerful call to action. It’s hard to tell what the objective of this ad really is. Was the graphic artist just showing off? Just because an ad is entertaining or aesthetically pleasing doesn’t mean it sells.
This ad is different. There are few black pages in the magazine, so that grabs you. But this ad is very simple and does not contain a hard sell, or strong call to action. Why it works? This ad, though for furniture, reminds me of a higher-end or couture brand ad. It’s just there, looking beautiful and giving the impression that you’ll achieve higher status when you purchase the item. I expect the target audience is people who enjoy the finer things (this ad was found in a magazine that targets this group). An ad like this appeals to achievement motivated individuals who look for products and services that demonstrate their success to peers. They are receptive to new ideas, but skeptical of advertising.
Please feel free to share your thoughts in the comments. If you’d like Fletcher Freelance to critique your ad – please email it to terra (at) fletcherfreelance (dot) com with “ad critique request” in the subject line.
Very well put and true, I like the point about the chair being entertaning but not really selling the product,and not being able to desifer the true meaning.
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