Deconstructing Ads: San Diego Zoo’s Elephant Odyssey

First Mental Image (FMI): Two Columbian Mammoths enjoying a mud bath. Happy animals. A good First Mental Image, especially if you’re advertising a zoo. The Message: We soon discover that our two heros are soaking in a deadly tar pit. At this moment, the ad takes a disastrous turn down Flop Lane. Here’s why: Conjuring an unpleasant mental image [...]

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