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Below-the-line tactic in above-the-line format


You rarely see this much text on a poster (at least, text that can be read without a magnifying glass). This information-heavy approach is usually reserved for communications that have or hope to have the consumer's attention for more than a fleeting moment. Bus shelter posters just about fall into that category, I guess - especially when they're on the inside of the sheltered part. (Does one pay more for the inside?!)

The product in question is being marketed primarily through information/knowledge, rather than through a more emotional appeal to a brand or lifestyle. Bullet points, headed with "Here's why ..." is the kind of copy that we do a lot of here in Penhire, so we'd be delighted to see more companies opting for this sort of below-the-line marketing above the line. (Yeuch. Hate those phrases!)

Of course, the consequent prioritising of functional "layout" over aethetic "design" in presenting the messages could make our streets much uglier places to walk. (Isn't that what the fashion world would say about these MBT shoes too?)

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