Visually Striking + Emotionally Compelling
December 20, 2011
For an image to grab eyeballs it has to be visually striking. But visually striking images won’t keep attention unless they have a compelling emotional content (also called “story appeal”). Combining the two practically guarantees a unignorable ad image.
That’s the theory at least. Here’s an example:
But now you have this midriff baring model struggling through some kind of mud puddle obstacle course, with a race number clearly pinned to her sport-bra jersey. And you just can’t help but see that and ask: “so what’s the story here?” And that’s where the emotionally-compelling aspect comes in.
Together, they make up an ad that’s pretty much un-ignorable. I know because even though I have absolutely NO desire to race in anything faintly resembling a “spartan race,” I still couldn’t ignore the ad. I noticed it everytime it popped up on my page and eventually had to click through to see what the heck this race was and what kind of cross-fit maniacs might choose to race in it.
Now, if this was motivating for me, what would it be for someone who’s actually into extreme fitness and endurance sports?
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