There are a few things wrong with this ad for Children’s Benadryl. First, there’s the headline. Using the pause symbol is clever, but it’s needlessly confusing to the reader, who has to stop and try to figure out the meaning.
Then there’s the image. For one thing, it’s generic—it doesn’t say anything about allergy. When you isolate the image and the headline, it doesn’t even tell you what type of product the ad is for, never mind which product.
The image is done in a snapshot style I can’t stand, where they’ve introduced annoying glare into the photo, either in the camera or with Photoshop. It’s the same style used in this awful ad for Sun Chips.
By Marc Librescu