Sometimes adverts work, and sometimes they don’t.
I guess adverts on the back of buses are meant primarily for drivers in cars behind. But some of them have text so small that you can’t read them from a bonnet’s length away. While adverts on the sides of buses are meant primarily for pedestrians, who will be ablle to read them as the bus lingers near the pavement (but rarely in the layby designed to let other traffic past – that’s too much trouble for many bus drivers).
As a car driver, adverts on the sides of buses flash past me. If it’s a good, well-designed advert it will catch my attention, and I’ll catch its drift. There’s an advert used at the moment that has both succeeded and failed spectacularly at the same time. It’s got a great dark, gritty photo portrait of a gaunt-faced man, with a between-the-wars flop of hair over his face. It’s advertising an exhibition at the National Muums of Scotland called ‘The Salt of the Earth’ – and from the picture and the exhibition title, I’ve taken it to be about the history of coal mining in Scotland – just the sort of thing that NMS does.
At the same time, I’ve been amused by how much this long-ago miner looks like the Scottish actor Alan Cumming – although he isn’t known for being gritty and brooding, and is usually shown with an enormous grin on his face. In fact, that was what I was going to blog about – the dichotomy of resemblance. But when I went on the NMS website I discovered – ta daa! That it is Alan Cumming in the photo and that ‘The Salt of the Earth’ is a photo exhibition of famous people with Scottish roots.
So:
· Attention-grabbing photo – check
· Inspired to visit website – check
· Informative title – uh-oh
· Clear message – uh-oh
The photo has, I feel, been let down by the clever-clever advertisers – or am I on a tangent to the rest of the Lothians residents?
Alan Cumming © Craig Mackay

