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Article: Private view.(Viewpoint essay)
- Article from:
- Medical Marketing & Media
- Article date:
- May 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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I define visual stopping power as: ads with the power to claim a unique space amongst the competition; the power of the central idea is enhanced by the copy and art; and ads that capture the simplicity of the brand's core message. Here are five that succeed:
* Seretide COPD
There is something light, optimistic and original here that conveys a sense of hope and empowerment for a physician to really improve the patient's condition or restore her/him to a normal life.What could be more perfect than a balloon as a metaphor that is visually interesting and appropriate for a respiratory product? They took a risk on an idea that could have looked childish but ...