Tuesday, July 12, 2011

Another post about doodie

There is an unwritten rule in advertising that all OOH, or Out Of Home advertising, as in billboards, transit posters or any kind of signage should be limited to 7 words. I have, on occasion, broken this rule and refused to shorten a headline to accommodate some whiny art director or witless client, but let's not dwell on that.

This recently spotted sign has no less than 18 words. Close to 300% of the agreed upon minimum. And to what end? The designer fails to let the visual do any of the work. There's useless information; I don't think people who neglect to pick up their dog's business care one way or another about transmitting disease. And what's the man doing with that 9 iron?

It's just poor communication.

Particularly when one considers the much-more effective and mercifully shorter old school sign:

Perhaps I'm just an aging Luddite. But I have a sneaky suspicion that next year's version of the sign will include one of these useless widgety things foisted upon us by the technologists who want us to engage with brands/companies/organizations on a deeper, qualitative, transactional mutually-cognitive basis:

BTW, the minute I start understanding marketing jargonese as in the sentence above, is the day I get out of advertising and start studying to become a Math Teacher.

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