Friday, December 8, 2017

Ads Need Instant Meaning to Register

If a sign is not necessary, then it is meaningless.

— Ludwig Wittgenstein

A fundamental law of advertising—a law too often ignored—goes:

The more you try to say, the less you get across.

How many times have you seen mind-boggling ads like this?

What's the advertiser promoting, you wonder. 

A family of ales? A bar? A restaurant? 

None of the above.

It's a trade show. 

But is it the cloud computing industry's "premier show?" Or is it the cloud computing industry's "global show?" You decide. The advertiser can't.

Confusing ads never register with readers.

"Ads need to have 'instant meaning' to stand a chance," says a recent report from brand consultancy Kantar Millward Brown.

"When developing ads based on an idea or feeling you want to communicate, make sure these can easily be grasped," the report says.

"An idea or impression has a better chance of landing, and influencing, what are often superficial future purchase decisions."
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