Oct 26 2007
Great Advertising for Yahoo Uses Photography to Dramatize a Problem and the Solution.
This is a GREAT example of a photo that quickly and memorably illustrates a solution to a problem and the service being offered.
Most photography used in Advertising, unfortunately does neither, instead, it harnesses obvious tricks of composition, studio lighting and computer trickery to present products to potential customers in a manner they neither believe nor care about.
These same unimaginative “product polishers” are the ones you will hear trotting out the hackneyed, and usually “dead wrong”, cliche, “One photo is worth a thousand words”
The simple fact is, in the vast majority of cases, long copy advertisements will “OUT PULL” (make more sales), photo intensive layouts.
The problem is, long copy advertisements don’t win Advertising association awards, the pretty stuff does.
The point is: You need to ask yourself, if the photo that is included in your Advertising, is helping you make sales, if not, Well written copy will.
It reminds me of a rather interesting meeting I attended recently, where the Advertising agency of a major public company was being asked to provide a report on their years activities.
After half an hour of flowery talk about “increased brand awareness” and “shifting demographic profiles”(of course, supported by colored graphs, “independent” research and an expensive Armani suit) , the CEO of the company grew a tad impatient and finally interrupted with a curt: “All this is fantastic news!, However, after spending 42 million dollars in Advertising, you will excuse me for being just a little disappointed that sales have actually decreased… Maybe next year, we should reallocate the budget to bonuses for the sales teams”
The long silence that followed was one of the most interesting and uncomfortable several minutes I have experienced at a board table.
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