The Culture of Communications

[The Culture of Communications]

Compelling ads with precious little copy…but what is there is powerful.

[The Culture of Communications]

There appears to be only one layout in print advertising these days. A big, bold and hopefully clever image. Product name or logo in lower right. Ultra-minimalist copy. Could be the same product in each.

Agencies have taken the insight that consumers are busy and have short attention spans too much to heart (and to art and copy). You glance at these and they are instantly forgotten. The irony is agencies are training consumers to expect less and do not credit them with the intelligence to absorb and desire real information.