Chapter 43. Keep advertising simple, but not simplistic
The camera holds tight on a Master Lock as a bullet penetrates the lock casing, but the lock holds steadfast. A distinguished gentleman in a tuxedo adds his soiled handkerchief, some ice, some water, and All-Temperature Cheer to a martini mixer, shakes, and removes the clean handkerchief. Early VW Beetle advertising used uncluttered visuals of the car with straight-forward headlines such as “$1.02 a pound,” “Think small,” and “If you run out of gas, it’s easy to push.” Folksy Tom Bodett pitched Motel 6 as a basic good-value place to stay and promised to “leave the light on for you.” Each of these classic ads had a very clear message delivered with laser-sharp crispness.
People are bombarded ...
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