Stuart Elliot writes an advertising column for the New York Times. A while back, he wrote (article) about AT&T’s choice to air a campaign with a spokesperson fictitiously known as Lily Adams. (real name: Milana Vayntrub)
In determining the goal of the advertising campaign, they wanted someone who would appear “friendly, knowledgeable and helpful”. They wanted us to picture walking into a store to buy a phone and expect Lily Adams to be there. It’s better than an advertisement that tells us how friendly, knowledgeable and helpful that AT&T will be, if we buy phone service from them.
In 1862, Russian writer Ivan Turgenev wrote in Fathers and Sons that “A picture shows me at a glance what it takes dozens of pages of a book to expound”. In 1913, a company named Piqua Auto Supply House marketed tires by running a a newspaper ad that read, “One Look Is Worth A Thousand Words”.
Now we all know the expression that “a picture is worth a thousand words”, which somehow transcended from these earlier ideas. For that same reason, there are now companies who specialize in medical drawings for legal cases. In fact, they attend college to study medical illustrations.
It is important to have a doctor describe the injuries that a client has suffered. However, it is much more powerful to have a medical drawing to show the injury to a jury, and the resulting treatment. The persuasion of the visual.
That thought led me to two recent pictures that caught my attention. The first I saw while watching football on Sunday afternoon. The second was on Twitter and I first saw it in Peter King’s Monday Morning Quarterback article. In both instances, a description would not do justice.
On Sunday at the Chiefs/Bills game, the camera cut to a guy in the stands who was dressed like the coach of the Chiefs. This beats holding up a sign. Fake Any Reid on the left and Andy Reid on the right!
This second resulted from a guy who walked into a coffee shop and told the barista behind the counter, for the purpose of his order, that his name was “Marc” with a “C”. This picture shows the cup when his coffee was ready.
I guess that is the definition of literal.
And finally, I say a special thank you for all who have served in the military. Thank you for your protection of our country and our freedom.