Components of a Strong Print Ad

Infiniti Ad

Infinity has gotten it right with a recent print advertisement seen in Esquire magazine. The auto maker must have paid a hefty price for this 5 page double sided pullout which measures 752.5 square inches of advertising space. Is this overkill? Probably. Did I notice it? You can’t miss it. Did I read the entire copy? Yes.

While I am not in the market for a new car, I am a fan of great advertising and unique approaches. Print still remains a prominent venue for advertisers and those dollars allow us to subscribe for $1 an issue, instead of the unthinkable prices we could be paying. What I like most about this ad is not its size, nor the ability to pull it out and file it or stick it on your wall. The copy is strong and the images support the copy in a way that is simple and elegant. There is a sense of calligraphy with the brushstroke images surrounding each block of copy. These symbolize nature, ideas, the road on which you drive, and identity.

If you choose to not pull out the full ad, you can flip through it like part of the magazine. Its almost like the booklets you get at the international auto show. Its perforated and that makes it easy for car buyers to hold onto. The additional exterior and interior photos allow you to consider picturing yourself in the drivers seat. Is this your type of luxury vehicle? Just read the copy to find out.

“An active Noise Control system cancels out unwanted engine sounds, leaving only the pleasing ones.” Also, “we begin with a list of sensations we want you to fell…we call this inspired performance.” This ad is nothing innovative or award worthy. What it does well is provide me, the consumer, with the information I value to make a decision to visit my local auto dealer.

Notes from another interesting ad: Nissan LEAF looks to compare itself to Lance Armstrong and provides Men’s Health readers with workout instructions.

What this ad does well is connect with the interests of specific magazine readers. What is fails to do is tell us anything about the vehicle. At least there is a Facebook page to look at. What do you think about these ads? Is fitness and health really a good focus for the new 10% electric vehicle?

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