Environmental advertising should take cues from the commercial sector about using faces
What does this beer ad have to do with environmental advertising? Not much — other than to demonstrate the lengths that commercial advertisers will go to put a face next to whatever it is they want you to pay attention to. It’s simple, creative… and let’s face it: It pops right out of the screen at you. So how about the ad below?
Environmental advertising, typically, features no faces at all -- and lots of tiny text
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Never in a million years would I buy that product. It looks like a severed head. It’s disgusting and revolting. Note to self: never buy any product by Budweiser.
But it elicits an emotional response…not, perhaps the one that Budweiser would like, but certainly more of an emotional response than the text-laden one. That bottom one reminds me of an eye chart at the doctor’s office. Perhaps if they’d simplified the text, and split it to match the two halves of the photo, then put “IT’S YOUR CHOICE” on the bottom in big font, that might get the point across AND catch your emotions.
here’s one that is half way there: good picture, good message, too many words
http://www.iowadnr.gov/waste/hhm/files/oil.pdf
Andy
a belated response, but never the less, I bet the head in the fridge appeals to their target audience of men in the 20-40 year age range. Many beer ads are gross or use humor that I don’t find funny, but again, I am not their target audience.