For my tenth ad crit, I came across a very clever ad for domestic abuse. There are several of these picture/ads available at http://www.streetanatomy.com/, which in my opinion are worth taking a look at.
The first thing that struck me was the type being very small. If viewing this poster in person, as if just walking up on it on the street, it may be more legible. But viewing on the net, is difficult until it is zoomed in. The caption by the bangle bracelet states, "He gave me this on our anniversary", while the fractured bone with a pin it is states, "He gave me this for nothing at all."
The idea is simple yet strong. It does something that is hard to achieve with just an image and a short caption. For me, it is a 'hit hard' image that doesn't even need the caption. True, there might be questions that would arise, but we are an intelligent people and could probably pick up on the message.
The design/ compostion more appropriately of the ad is laid out well. The 'arm' x-ray is not quite at the horizon line, and the bracelet and fracture are not centered either. While the font is powerful as a script, it also may do the message an injustice. If the image wasn't an x-ray, it may appear to be a jewelry ad, and the soft script may lead to such making it easy to pass over as just another Debeers ad.
Either way, it is an x-ray, which does pack a powerful punch to the message.
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