Finally I actually think to use an advertisement from a magazine. In this one, Sanofi Diabetes is advertising their product in an informational sort of way.
Instead of actually advertising a product, Sanofi sets up this ad as more of a statement, saying that diets, pills and exercise are helpful, but insulin pens will really help with your diabetes. The way this is presented, to me at least, gives the impression that they’re just there to help, and they really are trustworthy, not just a company selling a product.
However, just about every diabetic knows that insulin pens can be bought. So by giving this impression to their audience, they are not teaching anyone anything, they are merely putting their name out there. I’m not saying this is a bad thing. On the contrary, I feel that this is a good advertising method, as long as the audience is established and judged to be responsive to this.
I do find the placement interesting, though not necessarily strange. This was found in an issue of National Geographic. The logic may have been perfectly innocent, just thinking that this is a widely subscribed magazine, and I believe that was the main reasoning.
But still, I wonder if the advertisers tailored their message here? Obviously, when reading National Geographic, subscribers are not offset by blocks of words like shown in this advertisement. So they don't need to worry as much about people being offset by the amount of wording. If the top picture catches people’s interest, then they will probably read through. Also, the ad seems to rely mostly on logic rather than a more emotional appeal (except for the top, which appeals to your emotional attachment to family). It makes me wonder if they just decided logic would work better in National Geographic. If so, I’d say it was a good call.
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