Advertising: less is more

Ad Design and Photo Direction: Gale Peck, Client: Eddie Bauer

Ad Design and Photo Direction: Gale Peck, Client: Eddie Bauer

One of the most successful advertising slogans ever written is “Got Milk?”

Just two words. And not even proper grammar. But effective! That campaign evoked a strong emotional response and I always made a mental note to have some milk in the fridge. You never know when you’ll encounter a batch of freshly-baked chocolate chip cookies!

As a general rule in advertising, the less there is to get your head around, the greater the impact. After all,  when’ s the last time you did a grocery store run because you were afraid you might be getting low on calcium, magnesium and riboflavin?

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