I’ve just finished an advert.
The process was that it needed to be made ready for print: the image at 300 dpi, changed from RGB to CMYK, collect the logo from the original and superimpose it onto the new one (using Photoshop to separate it from its original background), work out what font was used for the text and transform it to the right size for the magazine’s dimensions including bleed.
The effect is stunning, because the image used is stunning. But that is all it has going for it. Sure, it will fit in extremely well into the kind of magazine it is going into, as it will look like just the rest of the pages, beautiful. But the problem is, is it really an advert?
Why am I questioning this? Because it misses some vital points. OK, it has a logo, but that isn’t the be-and-end-all of an advert, not unless it is Coca-Cola which needs no explanation. Do you understand exactly what it is promoting? If you do, what makes it different from anything else? Also, the text (if you could read it because it is so small) is too cryptic to understand its message properly; there are no instructions for the reader to take action; and even if they did want to make contact, there’s only a webaddress which is miniscule and totally unnoticeable (can you find it?).
I suppose the owner wanted their promotion to be subtle, like their product, but unless you have managed to secure world-wide fame and a huge following, have made millions of pounds and have several well-placed outlets throughout the world, have all the fashion magazines falling over themselves to do a story on your product and the biggest celebrities showing off their latest version on the red carpet, then this kind of advertising is not going to work – at all!
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