Author Topic: iStock adverts - is this really brilliant? (Read 4588 times)

BaldricksTrousers · « **on:** September 17, 2013, 03:36 »

"Study: 7 out of 7 reviewers have eight different opinions.
Impress them the first time with
original content available only from iStock.
Visit iStock.com for the best content at the right price. [iStock. logo; free the creatives logo]"

Set in a sans face (helvetica bold or something similar) reversed, white on black with yellow spot colour on bottom line.

Is that the best they can do?

The target audience must be people who are already aware of iStock, not new customers, since the advert gives no idea of what is on offer except something called "content". Is "reviewers" a cool synonym for "customers" or "advertisers"? I've never understood it to mean that. The absence of any images surely implies that there is no need for anything iStock sells in order to make an advert since words and black ink do the job better.

Or am I just too old-fashioned to understand something that is crystal clear to every graphic designer out there?

Oh, yeah - and if each reviewer/client has eight different opinions, then they're not capable of being "impressed first time", are they?

ShadySue · « **Reply #1 on:** September 17, 2013, 03:40 »

The confusing 'only from iStock' is right in there. Once buyers find that's untrue, we're into the hazy realms of the 'new kind of trust'.

oxman · « **Reply #2 on:** September 17, 2013, 03:48 »

Both ads are amazingly ineffective. I just don't know where to begin. Well, I actually did in that other thread. But... geezz where is the adult supervision over there??

tickstock · « **Reply #3 on:** September 17, 2013, 08:31 »

Sean Locke Photography · « **Reply #4 on:** September 17, 2013, 08:36 »

Quote from: BaldricksTrousers on September 17, 2013, 03:36

"Study: 7 out of 7 reviewers have eight different opinions.
Impress them the first time with
original content available only from iStock.
Visit iStock.com for the best content at the right price. [iStock. logo; free the creatives logo]"

I don't even know what that all means. I think it's supposed to be funny but it isn't. And we all know that the deal with "original content". Well, we know the deal with "unique" content and "exclusive" content. I'm not sure what "original" content is supposed to tell us.

ShadySue · « **Reply #5 on:** September 17, 2013, 08:45 »

Can Americans and Canadians please tell me:
as a shopper (even if you never use these particular shops) if you saw, "Only at Gap", would you expect to see the same product at Old Navy and/or Banana Republic? [1]
Just askin'.

[1] Keeping manufacturers' factory shops out of the equation for the moment.

Shelma1 · « **Reply #6 on:** September 17, 2013, 09:01 »

To me, "reviewers" means "inspectors," so the first time I read this I thought they were poking fun at their own inspectors. People who review my advertising work are "clients," "creative directors" and "account executives." I would never call them reviewers. I would probably use the word "clients" in this instance.

gostwyck · « **Reply #7 on:** September 17, 2013, 09:05 »

Quote from: Shelma1 on September 17, 2013, 09:01

To me, "reviewers" means "inspectors," so the first time I read this I thought they were poking fun at their own inspectors. People who review my advertising work are "clients," "creative directors" and "account executives." I would never call them reviewers. I would probably use the word "clients" in this instance.

I think 'reviewers', in the context in which they are using it, means 'those who express an opinion' on a given subject. As in 'film or theatre reviewers'.

EmberMike · « **Reply #8 on:** September 17, 2013, 09:32 »

I've never, in any of the jobs I've had in design studios, agencies, etc. over the last 14 years, ever heard a client referred to as a "reviewer".

Shelma1 · « **Reply #9 on:** September 17, 2013, 09:34 »

Quote from: gostwyck on September 17, 2013, 09:05

Quote from: Shelma1 on September 17, 2013, 09:01
To me, "reviewers" means "inspectors," so the first time I read this I thought they were poking fun at their own inspectors. People who review my advertising work are "clients," "creative directors" and "account executives." I would never call them reviewers. I would probably use the word "clients" in this instance.

I think 'reviewers', in the context in which they are using it, means 'those who express an opinion' on a given subject. As in 'film or theatre reviewers'.

Perhaps, but no designer, art director, art buyer or writer I know would use that language. We'd all say "clients." So I was confused by it...I honestly thought they were poking fun at their own review process, in which case the statement is pretty true.

Jo Ann Snover · « **Reply #10 on:** September 17, 2013, 09:34 »

Quote from: Shelma1 on September 17, 2013, 09:01

To me, "reviewers" means "inspectors," so the first time I read this I thought they were poking fun at their own inspectors. People who review my advertising work are "clients," "creative directors" and "account executives." I would never call them reviewers. I would probably use the word "clients" in this instance.

My guess is that they were worried - in the absence of any useful context in the ad - that they'd sound too much like an escort service if they said "clients"

Ron · « **Reply #11 on:** September 17, 2013, 09:42 »

Quote from: tickstock on September 17, 2013, 08:31

Where are you seeing the ads?

I wonder about that too

Ron · « **Reply #12 on:** September 17, 2013, 09:46 »

I think its related to https://en.wikipedia.org/wiki/Peer_review

BaldricksTrousers · « **Reply #13 on:** September 17, 2013, 09:54 »

Quote from: Ron on September 17, 2013, 09:42

Quote from: tickstock on September 17, 2013, 08:31
Where are you seeing the ads?
I wonder about that too

The ads are embedded in the article about iStock's new initiative http://www.thedrum.com/news/2013/09/16/getty-images-develops-campaign-promote-royalty-free-picture-library-istock-rebrand

Ron · « **Reply #14 on:** September 17, 2013, 10:07 »

Quote from: BaldricksTrousers on September 17, 2013, 09:54

Quote from: Ron on September 17, 2013, 09:42
Quote from: tickstock on September 17, 2013, 08:31
Where are you seeing the ads?
I wonder about that too

The ads are embedded in the article about iStock's new initiative http://www.thedrum.com/news/2013/09/16/getty-images-develops-campaign-promote-royalty-free-picture-library-istock-rebrand

Thanks. They've called it the ‘Free the Creative' campaign

BaldricksTrousers · « **Reply #15 on:** September 17, 2013, 10:13 »

Quote from: Ron on September 17, 2013, 10:07

Thanks. They've called it the ‘Free the Creative' campaign

Yup. All the imprisoned creatives will be asking Getty to fund legal appeals for them.

Again, a stupid slogan. "Free your creativity" might be better, but they already seem to have had tremendous trouble squeezing the word "creatives" into that logo so I suppose there was no way "creativity" would fit.

tickstock · « **Reply #16 on:** September 17, 2013, 10:27 »

Tryingmybest · « **Reply #17 on:** September 17, 2013, 12:06 »

Quote from: EmberMike on September 17, 2013, 09:32

I've never, in any of the jobs I've had in design studios, agencies, etc. over the last 14 years, ever heard a client referred to as a "reviewer".

Yeah, I thought they were talking about those people that send contributors those emails "Your work is not suitable as stock."

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Author Topic: iStock adverts - is this really brilliant? (Read 4588 times)

BaldricksTrousers

ShadySue

oxman

tickstock

Sean Locke Photography

ShadySue

Shelma1

gostwyck

EmberMike

Shelma1

Jo Ann Snover

Ron

Ron

BaldricksTrousers

Ron

BaldricksTrousers

tickstock

Tryingmybest

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