(Source)
This advertisement for Vigineo home security systems is quite simple, yet eye catching. The goal of the advertisement is simply to sell home security systems. The advertising executives and employees at Vigineo aim to accomplish this through minimalism and fear.
Pictured here is a white background with a hand with it’s fingers crossed, which symbolizes someone hoping for good luck. However, drawn on the fingers is a picture of the face of a tough-looking man with a knife to another man’s throat. The text at the top reads: “Because you can’t always trust good luck.”
Aimed to target homeowners, this ad is effective because of its minimalism and play on fear. The average time people look at advertisements is about one second. Homeowners are most likely working people, and do not spend time looking at advertisements for long. The fact that the only thing in the picture directly relates to the point that Vigineo wants to get across cuts through any fluff right away. Viewers get the point. The white background helps to bring out the hand even more, and the use of black inc for the faces drawn on the fingers draws the eye directly to it. The play on fear utilized in conjunction with the minimalism drives the point home.
The text at the top reads: “Because you can’t always trust good luck,” which refers to the man with the knife to the other man’s throat. The advertisement is essentially telling the viewer that they can’t just rely on luck to be safe in their own home. This play on fear is effective because the reader sees exaggerated, but plausible consequences of not getting home security, and the play on the crossed fingers for good luck ties everything together. Thus, through this simple and funny ad which plants a small seed of fear within viewers’ minds, Vigineo effectively prompts people who don’t have home security to think twice about their safety, and of course to use Vigineo.
No comments:
Post a Comment