My attitude, obviously, was simply a debating stance – true though it undoubtedly is. I am not suggesting for a moment that 8 out of 10 ads should be wholly typographical. But if you take a dispassionate look around you, you might agree with me that a whole lot of ads (and brochures and websites, too, come to that) carry pictures for pictures’ sake; and that in quite a few cases pictures, far from helping transmission of a message, actually hinder it.

The biggest offenders in this respect are what might be describes as semi-industrial ads. Just leaf through a trade mag (or brochure or website) and you’ll see irrelevance in illustration well carried out. You’ll see, for instance, pictures of factory or, as they call it these days, production operation. You’ll see pics of two obvious male models in white coats staring idiotically at a computer screen or a blueprint. And you’ll see pics of two obvious male models, plus a female model, in white coats staring idiotically at a computer screen. The female is included in latter pic because designer had originally planned for her to be shot with her clothes off.

Here’s what I think. With today’s wonderful digital photography opportunities, with an instant replay of whatever has been shot, one might hope that illustrations in ads, brochures and websites might be made more relevant. They might actually show product in action – demonstration is, after all, soul of advertising. But, no, we still get pics which have nothing whatsoever to do with product or its benefits.

I don’t mind admitting that there can be few people in whole wide world who know less about photography than I do. What I do know, however, is that promotional material is far better off without an illustration if that illustration does not augment sales message. So, in this respect, copy is more important than illustration.

Mind you, there is a lot of copy around that doesn’t augment sales message either. But that’s another story.

END

Anyone can sell SMC if you can stay motivated. My parents have sold SMC in one-way-or-the-other for last 25 years. It can be done by you if you stay focused.

Yesterday, I read in a ebook called "Motivated For Success" by Partic Chan, that when someone is frustrated, usually, that someone is close to a breakthrough...which direction that breakthrough goes is up to you...either quit or keep going. If you keep going, somehow, it will break through for for better, just have patience in that you are working for your goals.

A silly song I use to keep motivated is always brought up by my son, he is 6; he sings to me a song by children's TV show 'Blue's Clues!'

"Don't Give Up, Just Go On...

You can be anything that you want to be...

You can do anything that you to do..."

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