The creative content for my ad campaign is a magazine ad. On the left side, there is one black and white image on top of the other. "If 99 percent of TV ads are in color, then why not think of utilizing black-and-white or duotone film? They're ponging, so you ping. Take the least traveled path." (Advertising by Design, Robin Landa pg. 182) The top image is a nail salon that has a sign on the door that says "Sorry, out of business." The bottom image is a picture of what the inside of the nail salon looks like- deserted. On the right side of the ad are the words "You, don't need them anymore" goind downwards. On the bottom right is the product and the Sally Hansen logo.
The sign that says "sorry out of business" on the top left is the focal point of the ad. The viewers' eyes would then lead to the right to start reading the phrase "you don't need them anymore" which goes down to the product and logo. The viewers would then look at the rest of the ad on the left. "In an ad, the most important information is the message communicated by the combination of the line (headline) and visual... the designer should arrange all the elements within the composition to allow the viewer to move effortlessly from one element to another." (Advertising by Design, Robin Landa pg. 130)
The deserted nail salon image implies that Sally Hansen products is to blame. Because the Sally Hansen nail products work so great, nobody feels the need to go to nail salons anymore. "ads declare, proclaim (declare with force), announce (declare something for the first time), or state resolutely that a brand is scientifically proven , tested and retested..." (Advertising by Design, Robin Landa, pg. 93)
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