Entry 18 - Elephants, Cheetahs, and Angelfish - Oh my!

Frank Jefkin suggests three basic principles for effective advertisement writing:

1. The advertisement should be of interest and value to the reader.
2. The advertisement should be precise, that is, get to the point as quickly as possible
3. The advertisement should be concise, saying what it has to say in the fewest necessary words.

(click on me for larger image)

I actually chose a series of ads for this assignment – as they are all related, and all the same company.

AT&T wireless did an ad campaign where they used a series of people’s hands that were painted up to be landmarks, animals, or people that are indigenous to a particular overseas country where they offer services. Each simply states “Works in over 200 countries, like _____.” The ads (as shown in the bottom-two images) do showcase a website and “The best coverage of any carrier worldwide.” The cell phones, iconic images, and the advertising of multi-country cellular services is of definite interests to the reader of these ads. They are precise and get to the point very quickly. I think they also make minimal use of text. If you want to learn more – you either click on – or later input - their Internet address.

I think Mr. Jefkin would approve of this entire series of ads.