Making Effective Statements that Impact Millions
Here is an example of how you could give importance to particular statements/sentences to get your point across (or mislead the user). The deodorant brand Axe is known to make bold statements in a quirky manner. This print advertisement aimed at Indian audiences ensures the same fact.
For e.g. in this ad the line “Sometimes I want it 5 to 6 times a day” gives the reader a totally different picture. When you read the rest of the copy you realise that the ad talks about chocolate and not sex.
Here is the transcription of the advertisement:
Research report and analysis
In our quest to understand women and what they desire, we asked 3571 women in 13 countries to tell us what they found most irresistible.
CASE # 97464
Response
Sometimes I want it 5 or 6 times a day.
72% of women* find it hard to say no to CHOCOLATE at any time.
*Brazilian women. In fact, most women around the world agree that there is nothing as irresistible as chocolate.
The Axe Research Lab
For a deeper understanding of women
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