Tone in Advertising

Humorous

Humorous ads play on the desire to laugh and have fun. They can comprise a play on words, a cute photo that gives a quick chuckle, a gag out of left field, intelligent "thinker" jokes, and irreverent humor best suited to highly targeted audiences.

Figure 8.12. This Playland poster uses humor to encourage (or dare!) thrill seekers to visit.

Humorous ads grab attention better than almost any type, and they get a lot of word-of-mouth recognitionwhen you see a hilarious ad, you're bound to tell someone about it. But often they can be misused. Humor can be applied to situations that many people wouldn't find funny, or used purely for attention with no connection to the product itself.

To use humor well, make it appropriate to the intended audience (consider where the ad will be placed). Tie the joke in to the product, but be carefulnever cast the product in a negative light by making it the butt of the joke.

Figure 8.13. Creative, funny copy in this ad for Wick Fowler's 2-Alarm Chili makes the product sound macho, persuading the viewer to accept their dare.

Dramatic/Informative

Dramatic ads tell a story or set a scene. They typically avoid direct humor in their delivery and stick to a matter-of-fact method of conveying the product and brand. A dramatic ad can simply present a product in a clear and informative manner, or adopt a lighthearted but not comic tone. A somber approach may even be used for a public service campaign.

tip

You might consider a dramatic or informative ad when you need to be very direct and don't want anything unreliable (like a joke) getting in the way of your message. Choose arresting images and/or compositional techniques to grab (and keep) attention.

Dramatic ads do not need to be disturbing or painful to view, unless the desired effect is to prove a difficult point, and they do not need to be overly plain. Dramatic and informative advertising can be just as vibrant and pleasant to look at as any other type of ad, as well as persuasivethe only difference is that it is delivered in a more straightforward way.

Figure 8.14. Even with some humorous touches, this Shelti ad is all about information. By honestly detailing the company's history and craftsmanship, this ad persuades and builds trust without the need for bells and whistles that would cloud the message.

Sexual

Many contemporary ads have sexual overtones, particularly in the use of imagery of attractive women to present a product. Sexual ads can be very tasteful and subtle to make a product more alluring, or overt and potentially offensive.

Sexuality is handled best when it's presented in situations that are expected and when it accentuates positive features of the product. For example, a seductive woman using a soap product in the shower places the sexuality in context and may present the soap as feminine, clean, fresh, or having an alluring fragrance.

If creating a sexually driven ad campaign, it is important to take local laws and customs into account. (For example, it is not customary to show breasts in U.S. advertising, but it's common in western Europe.) Also take the medium into account, as these campaigns are most effective in very targeted media rather than presented to the general public. Overall, if using sex in an ad, use it with taste so as not to offend but instead to project your product in a positive light. Remember that a negative reaction will make your product seem negative as well.

Figure 8.15. This model suggestively presents one "flavor" of Gelati shoes; this ad is a great example of touching on sexuality just enough to get the message across, rather than being overt.

Scientific

Scientific ads are often used for innovative products or those that the public might find confusing without explanation (for example, a high-tech device that has no equal on the market). These ads typically involve statistics, before-and-after images, or other methods of measuring product effectivenesstelling the consumer that the product does what it claims to do.

Figure 8.16. This Syngenta ad grabs your attention, using an arresting and impossible image to convey the idea of a threat to cotton crops. In this case, presenting a visual concept for the product may be more effective than spelling out all the scientific details.

When using comparisons, data, or other scientific methods in advertising, be sure to observe some basic ethical rules. First, be sure that you're using accurate information. If you cannot fact-check yourself, be sure that you really trust what the client has given you before proceeding. If you feel the ad will make false claims, do not take on the projectthis can hurt your reputation as a designer. Also, don't distort before-and-after photos or make any other manipulations that may falsify claims that are initially accurate. Finally, treat your audience intelligently. Do not talk down to readers when presenting facts and figures, or appear so overly scientific that people cannot relate to the ad.

note

Ethical rules apply to any type of adnot just scientific ones. Persuading with false or misleading information hurts the product and brand in addition to your reputation as a designer. Take the high road and use your creativity to deliver honest messages that respect the audience.