Recently I gave a prepared speech on advertising to my Toastmasters group. Afterwards, long time member Chet P. approached me with the following request: “If you see that guy at Marc’s, tell him to make the type bigger because I can’t read his sale ads.” Marc’s is a NE Ohio, locally owned, deep discount store, and Chet is one of a growing number of older folks who can’t read small type. And by older I mean over 40. I told Chet that I didn’t think it would do any good to contact the store owner because it’s a common problem in the industry.

Designers have been complaining for at least 20 years that the sale ads are too crowded. In the past, we would discuss the merchandise in meetings and the merchants could be persuaded to run less items. Today, the economy and the advertising industry are both in chaos and the merchants seem to have the upper hand. I also blame those young “whipper-snapper” designers who are still able to read small print. Just because 6 point type is available doesn’t mean you have to use it. As a matter of fact, advertising disclaimers must be at least 8 point type to meet the retail advertising regulations of some states.

Did you happen to see the “FREE Gift with $20 Purchase” offer that another Ohio-based chain store advertised over the Christmas season? The “free gift” was just an empty box—a plain, white gift box that stores like Macy’s routinely give away. The store’s Facebook fans discussed it at length and called it “CHEAP.” To quote Charlotte Beers (Advertising Hall of Fame 2009 inductee) “It’s not what you say [FREE] but what they hear [CHEAP].”

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Spring really is just around the corner, at least as far as the fashion industry is concerned. If you haven’t downloaded your “TOP 10 Colors for Spring 2010” bookmark, CLICK HERE to get yours now. Use it as a bookmark or take it along as a color guide when shopping. Graphic designers will find the CMYK values given for each color handy, too.

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I can’t believe its been 30 years since I graduated from the Art Institute of Pittsburgh and boy how things have changed! It has been a wild ride through cyberspace for those of us in the graphic design industry. One thing that hasn’t changed is that advertising is a powerful, mind-altering force that we all experience daily whether we realize it or not.

It’s advertising that convinces some men to pay two months salary for a diamond engagement ring. An advertising campaign that started in 1938 changed the way Americans looked at diamond engagement rings forever. De Beers, a diamond cartel, hired a New York advertising agency to persuade Americans to buy more expensive diamonds. They created a campaign that targeted young men and planted the idea that diamonds were a gift of love: the larger and finer the diamond, the greater the expression of love.

It’s advertising that gave us Rudolph, the Red-Nosed Reindeer. Did you know that Rudolph was created by Chicago’s Montgomery Ward Department Store as a promotional gimmick? Every year around the holidays Montgomery Ward used to give away coloring books. In 1939, they decided it would be cheaper to produce them in-house. One of their advertising copywriters was told to write a story for young readers, and he created our beloved Rudolph.

It may have been subliminal advertising that caused Democrat Al Gore  to lose the 2000 presidential election. The Republicans ran a TV ad in which the word “RATS” flashed briefly on the screen as Gore’s prescription drug plan was criticized. We will never know exactly what effect this may have had on the election but it caused quite an uproar which resulted in the ad being pulled.

Advertising is one of the most persuasive tools a company has. Never underestimate it’s mind-altering power.