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This isn't about visual-led or copy-led sluitoons. It's just about what works. After all, if everyone went ahead and did purely visual ads, wouldn't you immediately advise your clients to go for long copy? The old when everybody zigs, zag' principle?The fact is that the written word is a brilliant invention for conveying complex ideas in a few squiggles. Which makes it an incredibly handy tool for advertisers. (Newspapers understand this that's why the tabloids use great big headlines on their front pages.)Of course, that doesn't mean you should set out to use as many words as possible, but nor should you deliberately try to avoid them. It's as absurd as deliberately setting out to avoid illustration or using the colour purple it just removes a useful tool from your armoury for no good reason.And to say press ads are the same as posters... well, posters aren't even the same as each other. It might be opposite a crowded bus stop, or on a road where the average speed is 50mph. Likewise with press ads. A long copy ad in the Daily Star might be a waste of time (although it could be fun). But if you're stuck on a train with a copy of London Lite for half an hour, it could be a godsend. As long as it's well written, nicely designed, relevant and entertaining. But that's our job, isn't it?
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(VISITOR) AUTHOR'S NAME
Christopher
MESSAGE TIMESTAMP
17 december 2014, 04:05:25
AUTHOR'S IP LOGGED
180.153.100.242
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