Monday, January 7, 2013

Advertising is not art, and this art is not advertising

Via Ads of The World

The concept for this Brazilian lingerie ad is simple enough: Even famously-topless mermaids can't resist a Nonsanta bra. But the execution? The illustration is dark, desperate and utterly unpersuasive.

I am always baffled when art directors take the first part of the titles too seriously. The "art" of advertising is about clear and memorable visual communication, not forcing the viewer to work to develop their own interpretation of its deeper meaning.

Art is a wonderful thing. Advertising is not. But it has an important job to do.

What examples of ads overshadowed by their art have you seen recently?

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