This clipping is from The Age Digital Edition, Sunday, 27 Feb 2022, Page 100.
So there you are! I’ve given you the answer, it’s an advert from the newspaper. But, if you are like me, even after you’ve carefully scrutinised it you probably aren’t any the wiser.
As I focussed on it, I wondered. Was it an advert for a conservation group, a new teetotaller organisation or even a winery?
The answer certainly wasn’t clear and that’s the point I’m trying to make. When you advertise, what you’re advertising has to be crystal clear to your target market. It’s got to suck their face into the advert and get that little trickle of anticipatory dribble running down their chin as they lust to find out more!
The ad was, in fact, an advert for wine that is claimed to be better for our world, but really I had to go to their website and watch their video to find that out. Something lots of people won’t do coz the advert doesn’t kindle enough interest to excite people to do so.
In fact, if the advert had used the words from their arty farty video it would work a whole lot better. Go have a look for yourself.
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