Vacation of a lifetime

Clow, K. E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.). New York: Pearson Education, Inc. (Page 98)

If you break this ad into two sections you see a very different message than when you put the two sections together. On the left you see a serious businessman who travels a lot for work. On the right you see the same man but now he is happy, with his family, on a very nice vacation. At first I thought that this was more about how one man is not happy, because he is always traveling for work, and the other was having a good time with his family. Now when I look at both images together I see a man taking a much needed vacation from the real world and enjoying some family time. Once you add the words "take flight" to that, it kind of gives you the idea that even though he probably has to fly for that vacation it is different than all the other times he has had to fly for work. The phrase "take flight" is very inspiring, because it makes the person viewing this ad think about all of the places they would like to go. This ad is encouraging people to travel and take vacations. This ad drew me in because traveling and seeing the world is something that I very much would like to do once I graduate. I want to be able to experience amazing scenery like this one day. By using a strong visual image that most people can relate to in some way and only relying on two words to convey their message is a good example of "visual Esperanto". Everyone around the world can relate to the everyday life of working and being stressed, and wanting to go on vacation and spend more time with their family. The idea of a vacation alone draws the person into looking at this ad, upon further approach you see that the ad specifically for South Walton, Florida. The destination is the only part of this ad that might need to be changed for other countries to fully grasp this ad.