Honesty and Advertising

I really like the visuals in the new ad campaign by Motivate Publishing (agency: Tonic Communications, UAE)

Here are two of the ads:

Motivate Publishing Found


Motivate Publishing Hit

While I like the simplicity in the visuals, and appreciate the need for openness and honesty in the publishing community, the copy in the ad doesn’t seem to be very good. I had to read it a few times to figure out what the line about being auditing was talking about. Specifically, the phrase “or registered for audit by the BPA”. 

But the problem is that there isn’t much connection between the two sorts of honesty.

For a publishing company, I would have done a play on words, on their books being opened. (Our readers open our books, and the BPA does too…) Something like that… 

So – visual – good,

connection to actual product – not as good.


(sources: http://adsoftheworld.com/media/print/motivate_publishing_found
and http://adsoftheworld.com/media/print/motivate_publishing_hit )



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