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ATTRACTION: With an aesthetic as bold as this, it’s hard not to be drawn in by it. Clear black lettering set against a stark white page – it’s harder to avoid than it is to read. POSITION …
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ATTRACTION: The dark hues and muted colour scheme make this ad almost antithetical to the advertising rules of attraction (read: bright colours and/or attention-grabbing visuals). It is th …
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theviperpit
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ATTRACTION: With the build-up to the inaugural Youth Olympic Games (YOG) in full swing, the word “Olympians” and the YOG logo holds a sense of excitement that will attract most readers. P …
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theviperpit
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Dear Readers, Over the past few days we have been distilling some of our proprietary Ad Reading materials into a shorter, more palatable version for this blog. These can now be accessed as "pages" on the right-hand toolbar. You can also access them here: Ad Reading 1 : Attraction Ad Reading 2 : Positioning Ad Reading 3 : Analysis Ad Reading 4 : Evaluation Enjoy! And, of …
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The crashing of DBS’s branch, ATM, Nets and Internet banking systems last Monday (5th July) has caused consternation amongst the public, the authorities, and public relations practitioners …
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theviperpit
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In The Times (Middle East and Asia edition) last Monday, UAE-based Al-Futtaim Motors ran a full-page ad outlining Lexus’s collection of SUVs. For us, this ad raises interesting questions s …
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theviperpit
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Adorning half of the front page of the Business Times section in today's Sunday Times (Sri Lanka version), we noticed this interesting ad calling for entries for the SLIM (Sri Lanka Institute of Marketing) Brand Excellence Awards 2010. What we like most is the visual. Take a look at it below: It's a great caricature of one of the perpetual …
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theviperpit
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Dear Readers, Just to let you know that we have changed the "sharing" widgets embedded below each of our posts. Whilst not a life-changing transition, we feel that these are probably more relevant, and definitely less aesthetically oafish (!) than the predecessors. Do put them to good use by sharing our ramblings with the world and beyond. Feedback is, as always, welcomed. …
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theviperpit
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An advertising billboard in Sri Lanka has caught our attention for the questions it raises surrounding cultural sensitivity and commercial viability. In the first instance, this is evident …
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theviperpit
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In the main section of today’s Straits Times, American Express ran an ad over two consecutive pages in order to “Introduc[e] the Card that showers you with points”. This is a funny one for …
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theviperpit
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1. Nutrilite pair science with nature: how do you read it? In the Life section of yesterday’s Straits Times, Nutrilite – a manufacturer of vitamin and health supplements – ran an interest …
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theviperpit
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Hi all, We have finally gotten around to putting the first of our four-part guide to Ad Reading. This is a "page", so it will always be available by clicking here or on the link on the right-hand toolbar. We see this as a work in progress - we will continually revert back to brush up some of the conceptual ideas, sharpen the examples and include some visuals (which is top …
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Riding on the back of yesterday’s flash floods that crippled central Singapore (see here), in the main section of today’s Straits Times NTUC Income are quick to capitalise on the anger of …
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In the Life section of yesterday’s Straits Times, “Israel” (as in the country) ran a place marketing piece ahead of CommunicAsia 2010. Whilst the advertisement is packed full of facts and …
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In Monday’s Straits Times, HSBC ran another branding piece that, in contrast to their previous efforts (see here) left us disappointed. We feel that the ad lacks focus, is predictable, and …
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theviperpit
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Communications-wise, one of the most exciting stories hitting Singapore of late is the tale of Oliver Fricker and Lloyd Dane Alexander's mistaken night-time escapades. As the story has unfolded over the past few days, we cannot help but think back to the (equally) mistaken Singpost graffiti-postbox campaign (see here for our post on the issue). The circumstances surrounding …
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1. Do ANZ ask you to settle for second best? In yesterday’s Straits Times, ANZ ran an ad that plays on a common complaint of many consumers; that their bank doesn’t really understand their …
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Both adverts come from last Tuesday’s Daily Telegraph – the last of our instalments from the UK… For now at least! 1. How effective is Barclays’ “step” approach to business growth? This is …
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Still in the UK, we noticed in yesterday’s main section of The Times an ad that caught our eye on the London Underground earlier this week. The question we pose in the header is purely rhe …
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A couple of ads from the UK have caught our eye over the past few days. On Saturday the back cover of The Times Magazine ran a full-page ad for the Alfa Romeo Mito, whilst yesterday’s Guar …
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