This is Advertising Expert Jan Jacobs critique about advertising:
A print ad is not a funny line on a somewhat relevant background(headline embossed on rubber for a tire company, headline burnt into leather for steak house, etc.). This was a trend in U.S. advertising in the '80's and is sadly still very prevalent--especially in student work.
YOU ARE PUTTING FORWARD AN ARGUMENT AS TO WHY I SHOULD BUY OR DO SOMETHING. THAT ARGUMENT WILL WORK ONLY IF IT IS BASED ON A REALLY STRONG INSIGHT INTO EITHER THE PRODUCT OR HUMAN BEHAVIOR. And even then it will get my attention only if its expressed in a truly unique way.
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