ad visuals that kill interest – gross out potential subscribers
we saw this ad at facebook. it is an ad for an iOS app where all you do is say the foreign words and the app will translate the words into your preferred language for you to understand what they mean.
that is potentially a great idea for an app except that the app is being sold using this visual in the ad.
i don’t know about you but to me nothing in that visual is pleasing or inviting. it is gross, scary and feels very, very painful. i don’t know how many FB users will find that visual appealing or enticing for them to go to the app store to buy the app because of that visual.
one of the principles in good advertising is visuals that work hard. one way to achieve that is have an image that visualizes the benefit.
yes, okay that visual does the latter – the visual is showing the closed zippered mouth is being opened for it to be able to speak. that is what the app is supposed to do – open the mouths of a foreign language so you can understand them. a closed zippered mouth is something we will not be able to understand.
while the zippered mouth being opened is what the app does, the choice of the zipper on the mouth goes beyond the message. the visual delivers another message which we think is more compelling and more powerful – that of pain and being grossed out. we can have a tagline that says “it’s so good you will kill yourself to get it” to communicate strong desirability but having a visual to execute that thought with something like someone blowing your brains out with a gun will not do it.
this ad forgets that there are other considerations other than accurately visualizing the message. a great ad is a combination of many components and each of these components while they should work well together, all should also help the ad sell. one of the components not working for the ad and in this case killing the ad will make the whole ad fail.
this is a WAWAM!