ISK Biotech serves an appetizing message

Article Abstract:

ISK Biotech's advertisement has a white background that produces a sharp and fresh image and the food shown on the plate is almost life-like. The accompanying text projects a positive message and is friendly such as 'Without farm chemicals we'll see diseased food. We'll see weeds, insects and rodents destroy crops, too. And that's not a healthy situation for anyone.' A negative point is the size of ISK's name which is in boldface but in the same size and typeface as the body of the text. The name should be bigger.

Agricultural Chemicals, Agricultural chemicals industry, ISK Biotech

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Eaton's message diminished by dark background

Article Abstract:

Eaton Corp's use of the reverse type in its advertisement to show the text is not effective. The advertisement would be better with the use of a type that is two points higher and if the text start with good leads. The use of a dark background gives the advertisement more tension but at the expense of readability. The headline 'Airflex world class clutches and brakes,' is not convincing because it is the buyer who makes the final choice.

Power transmission equipment, not elsewhere classified, Industrial equipment industry, Power transmission equipment industry, Eaton Corp. Airflex Div.

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