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The Trizon says a lot, but tells you little
ATTRACTION: It certainly doesn’t look like a condominium ad, which is both a strength and weakness. The blown-away newsprint is interesting and the bright colours attention grabbing, but there is too much going on to make this ad particularly impactful at first glance. POSITIONING: Back cover of the Home section of Saturday’s Straits Times. Its break from the conventional condominium mould of highly stylised artist impressions and fanciful graphics is refreshing, and reflects a good amount of creative thought. This does, however, make it difficult to place, with the lack of a strong overall aesthetic forcing the reader to work hard in order to figure out what this ad is for, and what it is trying to say. That it is positioned as a back cover rather than embedded within the newspaper will only increase the propensity for readers to overlook it. ANALYSIS: Where do you start? The problem we have is that there is too much going on. The short snippets of copy, the colours, the different text directions, a
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