Home > WAWAM! What A Waste Of Advertising Money > ads that don’t communicate, need to be explained

ads that don’t communicate, need to be explained

ads is a very visual medium – what you see is what you get. and what you get is what it communicates. in these ads, you need to think hard what it is trying to say to you.  what you see are these familiar objects that are being unwrapped to show chocolate.

now with that visual, one of the following is being communicated :

  • they are selling chocolates shaped as a coffee maker
  • the object, in this case the coffee maker, makes chocolatesIMG_2920
  • you will find chocolate when you  unwrap a coffee maker

that is what the visuals say.

but after some much thought and reading the text on the bottom right of the ad, it looks like what the ad is trying to say is – give yourself a treat this Easter and buy appliances in this store called Currys. i guessed that much after using google to find out what Currys is. it is a retail outlet in the U.K. that sell electronics and appliances.

we got that after reading the small texts at the bottom of the ad and AFTER using google. it does not help that the texts at the bottom of the ad were small. we think many consumers will not bother doing what i did to understand the ad. consumers will most likely just stay on the giant visuals and just say one of the above.

the idea of  giving oneself a treat this Easter is very carefully hidden in the visual. it is actually unsaid and the ad is asking you ro logic it out and find the connection between chocolates and a treat.

for us this is a WAWAM!

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