Monday, October 6, 2014

Saying a lot in a few words

Billboards along highways may have less than a second to get their message across, depending upon how fast vehicles are moving and how long drivers are willing to take their eyes off the road. Most billboards are too wordy and their words too small for drivers to read everything, assuming they even want to. Thus a billboard's effectiveness depends upon a visual image and a slogan or key phrase that says a lot in a brief glance. Here are a few slogans I've noticed on billboards near my Ohio home:

Where Friends Collide

Thankfully this slogan refers to a downtown restaurant, not to the stretch of highway where the billboard is located. Even so, the mental image the word collide suggests is not one that makes me eager to visit that particular restaurant. Certainly the restaurant could have found a better word.

Plant the Science of Tomorrow Today

This billboard promotes a seed company and is addressed to farmers, although since it is located on a stretch of highway connecting two cities, I am not sure its location is ideal, even though the road carries a lot of traffic. The slogan seems like a good one though.

Pick Your Passion

An auto dealership has this billboard, and that phrase sounds like it would be effective. I suspect buying a vehicle for most people has more to do with passion than practicality.

Hire Us BEFORE Your Spouse Does

That's all one has to read to know the people shown on the billboard are divorce lawyers.  If you are in the business of promoting the breakup of marriages, I guess that is as good a slogan as you could find.

Feel the Power of Massive Interest ... 1.77%

That bank billboard just makes me laugh.

You Get Paid, We Get to Crush Stuff ... Win Win

This billboard for a recycling company may be my favorite, even if it may be a bit wordy for most people to safely read at 55 mph.

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