Can the use of solely image be as effective in conveying a message as image in conjunction with copy is?
Ah, my frustrating response persists: it depends.
Some print ads use image in such a way that copy is not needed and the image is powerful enough in conveying a certain message.
Yet some print ads do not. Maybe the image does not tell a complete story? Maybe it is simply confusing. Either way, the ad leaves viewers unimpressed.
Below, I have provided several print ads that use solely image to tell their story, and they do so in a creative, efficient, clear manner.
Print advertisement for Super Glue.
Super Glue’s advertisement is the epitome of an image-only ad. There is no copy what-so-ever in this advertisement, yet viewers are clearly able to understand the story and message portrayed. This advertisement has a beginning, middle, and end, and does not use any words to describe the different parts of its story. A+.
Print advertisement for Coca-Cola.
Coke also convey’s their message quite well, without using any copy. If there were to be a tag line of sorts, I think it would look something like this: “Coke belongs with every meal.”
The fact that I was able to deduce that from this image means that they conveyed the message clearly through the use of solely a graphic. Well done.
Print advertisement for McDonald’s.
Similarly, our beloved fast-food favorite, McDonald’s, does an impressive job with this image. The combination of their iconic french fries and the symbol for wireless internet creates a visual metaphor that screams “we have wifi.”
One could say that people would know the exact meaning of the ad even without the bottom left logo. Well, I’m lovin’ it.
Advertisements do not need type or copy in order to convey a message. A simple visual metaphor can do just the trick.