One of the students in my copywriting class brought a very cool ad to my attention in his homework assignment this weekend. I asked the participants in the class to provide a real-world advertising example where the copy used in the ad appealed to an emotional trigger. The student chose the ad pictured below from the U.S. Navy Seals as his example.
The copy in the ad reads, "Pictured from left to right," followed by the names of eight Navy Seals who are in the picture. Clearly, their elite Navy Seals training has taught them how to hide in plain view. The copy at the bottom of the page reads, "Do you have what it takes?"
I love this ad. My only complaint is that I'd like the font to be bigger, but at full size, perhaps it's adequate. It's hard to know for sure in the small, online copy of the ad. It looks proportionally small though. Aside from that, I think this ad is great. The copy is incredibly simple, but it says so much when paired with the image used in the ad.
What do you think?
The smaller font causes the viewer to move into the photo. Larger font would be seen as "ordinary" and not draw attention. My daughter says you should get an "F" in your class. MDD
Posted by: Mark | January 31, 2009 9:08 AM | Permalink to Comment