The idea of what makes a magazine ad hip is constantly changing as well, but there always seems to be something new. Some trends in print ads that I have noticed recently is the need to personify the image or compare it to something else, for example this Fresh Scoop ad for cat litter, where the cat has a look of worry on its face and is holding itself in the way a small child would if they had to use the bathroom, Another example is an ad for Oreo cookies where the cookie is wearing a snorkel mask and the caption is “Milks favorite cookie”.
Both of these advertisements give human qualities and actions to seemingly normal objects. Another similar form is depicting products to resemble animals, Fruit of the Loom portrays its new colorful women’s underwear as a butterfly, Rayovac batteries compare the power of their batteries to Rudolf and his reindeers.
Whatever the ad is selling doesn’t really seem to be important as long as the image is cute and memorable. There seems to also be an importance in humor in current advertisements. Like the Sunsilk ads where police wanted sketches are only of the women’s hair, or the Christmas time M&M ad where the red M&M is strapped to Rudolf’s nose.
Companies are also mocking other companies traditional images or trademarks, i.e. Burger King using the Marlboro Cowboy in their new campaign. They may fool you at first but if you look closely you’ll notice they are not cigarette ads, but burger ads. The surgeon general warnings are pretty funny as well.
It’s a competitive market out there for products and using simple gimmicks like, childlike humor will only help keep the product on top of its game. Designers and companies want their products to relate to people of all ages and they’ll do what it takes to get there.
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