Coming from the old vault of print advertising, we are taking a look at the work of the legendary creative writing master David Ogilvy. The print advertisement starts off with the tile “If You won’t give up smoking for your lungs heart or throat, maybe you’ll do it for your penis”. The headline is extremely catchy with the word “penis” inside which is instantly an eye catcher for the audience. This would definitely steer the audience to look at the body copy and read the more importance information there. The body copy was also very standard and straight forward, but also carried the joke by using the word HARD to be in reference to the number that people should dial as their call to action. The visual by far is the most eye catching and interesting part of the whole advertisement. By using two fingers as a global reference to a human and the way that a normal person holds a cigarette stick, it automatically would leave the impression of a penis on the audience. The advertisement goal was definitely to create awareness and with the slightly gorilla strategy , this print advertisement is definitely an eye catcher.
By: Irene Cheen