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HAMLET • MADAM A BUTTERFLY THEMlKADO SALOME THEBEGGAR'S0PERA AIDA DIALOGUES OF THE CARMELITES LA TRAVIATA
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Sometimes A Picture Is Worth AThousand Words.
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64
Communication Arts May/June 1988
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WE'll DO EVERYTHING WE CAN TO MAKE YOU A la-.N
0MNI MAGAZINE
nJI MAY 1987 $3.00
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Left page: Article entitled "Make Believers:' Some unusual work with enhanced states is taking place in the field of psychology. The article describes how therapist Mary Watkins accompanies her clients through the uncharted landscapes of their own fantasies in order to help them understand their own myths and images and to teach them to move more freely through that symbol ic part of themselves. Di Macchio, illustrator. "Fractal Fairy Tales" describes the attempts of some mathematicians using computer art, to analyse how simple, deterministic laws of nature give rise to seemingly random and unpredictable behavior. Reprinted from The Beauty of Fractals by H.O. Peitgen and P.H . Richter (University of Bremen and the University of California, Santa Cruz), Springer-Verlag, New York, 1986. This page : May 1987 cover illustration by Stanislaw Fernandes. A pictorial on the world of spirals, created by nature, conjured by man, fathered by chemicals and recorded by computer. Where beginnings and ends are synonymous and motion seems at once frozen and perpetual. Alfred Pasieka/Photo Researchers/Henri Werle/IBM Research, photographers.
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9 Ways to Improve an Ad Well that brings us to sti ll another improvement-and one of the most im portant rules in all advertising.
Rule: Show the product. Don 't turn it into a postage stamp or a test of fai ling eyesight. Show it. Boldly. Dramatically. Excitingly. Like this :
Rule: Whenever possible, mention your product name in the headline. Which the people who thou ght up this ad could have done so very, very easily.
Think
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Rule : Always feature news in you r advertisement. And if you have no news, invent it. Like this :
Naw D11m V11/ltswagsn I A '63 sizz/81' - With new 1888 and skestladtl/11!
VOLKSWAGEN!
Think small. C.,ttii• (.,W'·r .., .. ...:•~··~
BIG and yoa~'ll cheoae
Now for an improvement to correct a fault in the product itself. You 'll note that the VW, unfortunately, is totally lacking in news. From year to year, while other cars bring out a host of exciting changesit stays its own dowdy self.
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-~lf~~;;:: T::::~·:::.:: ··1[~:.:~?.~ There . See the difference already? Now, I'll admit the headline no longer makes complete sense-but that brings us to another obvious improvement. Rule: Don 't use negative headlines. "Think Small " may be very clever, very witty .. . but what an idea to leave in the minds of everyday readers.
See how the ad is beginning to jell? How it's really starting to come alive? Let's see another way we can breathe some life into it-with a warming touch of humanity. Rule: Whenever possible, show people enjoying your product.
How 's that for news?
Rule : (one of the most obvious of the bunch ) Always give prominent display to your product logo. And I don 't mean an arty jumble of initials no one can read ; I mean a proud unashamed logo like this :
Naw lr11m Vollcswagsn I A '63 sizziBI' w1th new 1818 and skeedadtl/11!
Think
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"Think BIG! " Now I ask you-isn 't that better? Isn 't it more positive, more direct? And note, too, the interesting use of type to punch home the excitement of the idea.
106 Communication Arts May/June 1988
That's more like it. A gracious mansion . A carefree band of dancers. And best of all , a proud pair of thoroughbreds .
There . Now they know who 's paying for the ad!