As an ad man I think I am pretty much aware of most 'techniques' used, and also what might and might not work.It often depends on context, and the interplay of words and image, but I am not a big fan of negatives.
Look at this ad.
It's actually about a very good, positive thing: a consultation (here - if your are in HR and interested) on the provision of waste collection services in our fair county .
But really, given what you see here, would you want to be part?
Why of why is the comms aspect of our green agendas so expensive (that a full-page, full colour ad), yet so woeful?
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