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Mechanical Equipme!Having visual impact is a relatively simple task — place a tightly cropped
photograph smack in the center of a layout, or use brilliant colors or
unusual printing techniques. "Hit-people-over-the-head" type impact,
however, does not readily linger on people's minds or inspire people to
mention it to others. Impact that goes that far has "something else".
Impact is of course integral to the role of advertising — it is
inescapable. But communicating is what it is really all about. Advertising
that leaves an imprint on hearts and minds must "clearly communicate" that
itis "like nothing before". That calculated quality increases the freshness
of common messages, and has the power to keep people interested in things
that have reached stereotypical proportions.
‘Impactive ads' seem to have a character that dwells within ... perhaps the
character of the art director him/herself. The messages and atmosphere that
emerge from such ads make people react and remember.
If you want to do more than "hit people over the heads", you must be
attentive to finding something "like never before", breaking with
precedence, and conveying a clear message. Only ads that achieve all this
stimulate the eye and mind, and become "impactive ads".
Art Director Yuji Tokuda
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