Opinions of an Advertising Man, Pt. III

As any big ticket advertising man knows, one of the most effective ways to reach your audience is through open threats. I have found where beauty of form, clarity of expression, taste of arrangement, and excellence of idea fail – open threats are efficiently persuasive.

Take, for instance, this advertisement I placed for Kreml Shampoo in Good Mothering Magazine:



Here, I had a fortunate conspiracy between client and magazine. Knowing that this would be placed in Good Mothering Magazine, I wrote advertising copy specifically geared towards a maternal audience.

I also created a similar advertisement for children’s magazines warning children: “If your mother doesn’t purchase Kreml Shampoo, she secretly hates you and wants TOBOR to eat you.”