If you have flown any of the major airlines recently, you probably know about in-flight magazines. In fact, there is a 70% chance that you have read at least an article or two of an American Way or Spirit magazine. This type of magazine typically includes a "letter from the CEO" that tout;s the airline's economic security and strong customer service. Many articles follow that feature various travel destinations and are dotted with advertisements for products like neck pillows, noise-cancelling head phones, and suitcases that are specifically geared towards airline travelers.
In the June 2011 issue of Continental's in-flight magazine, Hemispheres, the content was similarly predictable. Inserted among interesting articles on seafood in Barcelona and olive oil in Spain were two separate, full-page advertisements for suitcases that grabbed my attention. The first was for a German manufacturer named Rimowa. The second was for Samsonite. Each advertisement is strikingly different on multiple facets, but both portray the exact same message - lightness and strength. I have compared and contrasted below:
- black, gray, and white
- lots of text - (lots of evidence/support)
- concrete imagery - industrial
- masculine themed
- bright colors
- almost no text (3 words only) - no evidence
- whimsical imagery - nature
- feminine themed
Which ad persuades you?
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