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The Cotz goes minimalist in The Straits Times
In the main section of today's Straits Times, The Cotz condominium ran a run-of-page ad that told us absolutely nothing. Beyond the perfunctory map, address, and a telephone number for enquiries, the reader is left with no impression as to why they would want to go and have a look at The Cotz's showflat. Have a look at the ad below, followed by our critique: First, although the visual could be described as a "lifestyle" image (something oh-so popular in Singapore these days), sailing a yacht with your partner has nothing to do with buying, or even viewing a flat. Call us too literal in our interpretation, but the reality is that The Cotz does not even overlook the sea (even the map cannot fudge the truth as such). Our point is that visuals like these are wasted. Why not include an artists' impression of the condo? Or even a lifestyle image showing a couple in their home, overlooking the sea? This is a lazy, and somewhat misguided choice. Second, there is no copy, or slogan to give the reader any suggestion
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