Ever look at an ad and it just didn’t sit right with you? That happened to me recently when I was reading a post on Copyranter, critiquing a Hearts On Fire diamond ad that uses “monogamy” as a slogan.
Now, I’m all for monogamy. I think it’s a wonderful thing. And I am not a girl to turn down a diamond. It seems like the perfect message. So why was the image bothering me? Here’s what I came up with:
- The man is a non-entity. His face is in shadow and partially cropped off the page. The entire focus of the ad is the woman.
- The word “monogamy” is written across her chest. The word is visually attached only to her.
The message the ad appears to be sending is, “Guys, want to keep your woman monogamous? Give her a diamond!”
Now, I’m assuming this is an ad aimed at men, so I give it high marks. (I also don’t know the publications in which the ad appears.) But if “Hearts On Fire” wants to take this message to women, I have two suggestions:
Pay very close attention to the images in ads and on your website. Men and women may not view them the same.