The Cape Argus Ad Campaign Shows How the Story Changes Within Hours
Jonathon Brown — February 1, 2013 — World
References: iol.co.za & ibelieveinadv
This ad campaign from Cape Argus demonstrated the changing nature of news stories. Cape Argus is a South African newspaper that’s been around since 1857. Its daily readership as of 2009 was 359, 000, with a circulation of 60, 552.
The angle of this Cape Argus ad campaign is to demonstrate how news can change within just a few hours of a story breaking. To achieve this, the company simply created split-screen photos that conveyed a changing story in two simple photos.
The most obvious example of this is a split-screen ad featuring Kim Jong Il on the left and his song Kim Jong-un on the right. This ad is alluding to the change in power in China after Kim Jong Il’s recent death.
The angle of this Cape Argus ad campaign is to demonstrate how news can change within just a few hours of a story breaking. To achieve this, the company simply created split-screen photos that conveyed a changing story in two simple photos.
The most obvious example of this is a split-screen ad featuring Kim Jong Il on the left and his song Kim Jong-un on the right. This ad is alluding to the change in power in China after Kim Jong Il’s recent death.
Trend Themes
1. Real-time News Updates - Creating split-screen photos to depict the changing nature of news stories within hours presents an opportunity for real-time news updates.
2. Visual Storytelling - Using split-screen photos in ad campaigns can revolutionize visual storytelling by capturing the essence of a changing narrative in a simple and impactful way.
3. Adaptive Messaging - Demonstrating how news stories can change rapidly opens up possibilities for adaptive messaging in advertising, tailored to the current events and public interest.
Industry Implications
1. Newspaper Publishing - Newspaper publishers can leverage the idea of real-time news updates to attract a larger audience by providing timely and accurate information.
2. Marketing and Advertising - The concept of visual storytelling through split-screen photos can disrupt the marketing and advertising industry, allowing brands to convey a dynamic message in a visually captivating manner.
3. Digital Media Platforms - Digital media platforms can explore adaptive messaging techniques to deliver personalized news and content to users, based on their real-time interests and preferences.
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