Advertising Principles - Evidence-based principles

7.10.1 - Illustrations should support the basic message – Toastmasters - Complies


Illustrations are especially useful for poor readers or multinational advertising. For example, they play a large role in advertising in South Africa because of its 11 languages and wide disparities in education and culture. This South African ad for Toast masters Club (a public speaking club) made the ad applicable to all of South Africa.
- Discussed in Persuasive Advertising, p. 205

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