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Don’t Let Art Direction Become A Lost Art

This ad does exactly what its creator wanted. Men, lechers that we are, think: “Heh, heh, I’m going to get a free gander at her privates.”

And then you discover it’s an ad for a foot care product, Pretty Feet.

Interesting that it’s using a provocative visual but talking to women for a primarily female product.

This is an example of great art direction. A cardinal sin in advertising is to Show & Say. If your headline is just repeating your visual or vice versa, then you don’t need one of them. They should work in tandem, with tension, requiring both components. Think of this ad without the headline or without the visual. It doesn’t work.

 

1982-ibm-electronic-75-typewriter-print-ad-the-voice.jpg

Similarly, look at this classic ad for an IBM typewriter. Aside from the excellent use of white space, the finger brings your eye to the key benefit: Untype 60 words Per Minute. This is the product of a professional creative team: an art director and copywriter working together.

Your logo doth not a visual make. Similarly, it’s not a headline if it is self-centered, communicating a feature and not a benefit. They have to need each other. In this age of social, where myopic marketers think they have an ad campaign with 140 characters, there is an even greater importance of design in advertising. Don't let art direction become a lost art. Read Voices of The Voice at info.the-voice.com for more on the craft of advertising. Click on the button below if you're really into learning how you can apply the lessons of classic ads to your current advertising: Click here to illuminate yourself  more on the History of Advertising 

History of Advertising

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