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Beside the Pennsylvania highway, a billboard caught the attention of both my husband and me.
Its graphic was instantly recognizable—photo of a large plane floating in water, 155 people on its wings. Probably like you would do, we thought back to when we first saw the video of the plane landing smoothly in the Hudson River.
Later, I remembered words on the billboard that might have been, “Coolness Under Pressure.” But neither of us had any idea what company had bought space on the billboard and what the caption or image had to do with the company.
Captivating image? You bet. Good ad? No.
Compare that with a graphic we saw on a billboard 50 miles down the road. A tiny kitten comfortably sprawled on a wood floor nearly asleep, its eyes half shut. Comfort, thanks to a local HVAC company.
Captivating image? You bet. Good ad? Yes. Complete message received.
Lesson learned: For ads, select graphics that support your message. Beware of those that tell an entire story by themselves, as they discourage further reading.
Copyright © 2011 Nikki Evans, Spotlight Writing