Word or Picture? Which Sells Best?

Let me prove to you that the single most important element in your marketing communications are the words.

Here is the illustration for an advertisement we prepared to
market Turkey to western visitors.

Most people assume Turkey is either a place steeped in antiquity, and so lives in the past, or it's a cheap alternative to Greece, or Spain, as a Mediterranean resort. In fact Turkey survived an economic crisis in 2002 and as a result has weathered the world depression relatively well. It's not simply a developing country, it has a bright future.

You would not guess this from the illustration that we chose. It reflects the ancient, and somewhat unusual landscape of Cappadoccia. Indeed it is a typical tourist poster, if a rather fine one, if I may say so?

Remove the picture and read the copy and something else emerges. It's a story of contemporary Turkey. The State is embarking on exploration, indeed it's launching into space!

Words can often work without the pictures. Images simply add something to
the stories. Our image on its own conveys little story at all.

Put them together and we have what Art Directors and Copywriters call 'the unusual combination'. The minaret in the background resembles a space rocket; the landscape looks like an alien planet. The headline also is unexpected. It breaks through cliches and prejudices about Turkey.

The complete advertisement will work best only in certain magazines.

Someone reading the news may well pay more attention to the words alone. A person waiting for a dental appointment, or reading an in-flight magazine will benefit from the illustrated version. A good copywriter knows how and where to place your material.

If you think we may be able to help you please do not hesitate to contact us.