Pictures

"Don't think that those millions will read your ads to find out if your product interests. They will decide by a glance - by reading your headlines or your pictures."
- Hopkins (1923)

"If an ad is simple, clear and with a distinct message, it will be up to eight times more efficient than if the message is contained in a mass of text. The major impact is non-verbal. The visual has immediate impact and sets the environment for interpretation of the words.

There are four fundamental ways to visualise the message:

• To put the product in a position which reflects the message.
• To show one person giving satisfaction to another through the product.
• To show famous or respected people associating themselves with the product.
• To create an environment which rubs off onto the product.

The verbal content of the ad serves two purposes: to reinforce the visual and to enlarge or clarify the visual."
- Lidstone (1987)