Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
How do you get readers of a major literary magazine to notice your advertisement? Put a big typo right in the headline. That’ll rile them up!
That was the fun, troll-ish strategy employed by a Kentucky advertiser in the new issue of Oxford American. “We speak you’re language,” says the full-page ad, placed on behalf of Kentucky for Kentucky, the organization that unofficially promotes the state of Kentucky (and sells Kentucky merch), and its spinoff brand, Southern Socks. (The new issue of OA is Kentucky focused.)
The “you’re,” as much as it might hurt your eyes, was intentional. Copy at the bottom of the ad explains: “We know. It’s ‘your’ not ‘you’re.’ We just figured that a typo would be the best way for our ad to stand out in a fine publication like Oxford American Magazine. But nice catch anyway, William Faulkner.”
See the full ad here:
Whit Hiler, co-founder of Kentucky for Kentucky and an adman, told the US magazine Adweek that the editors at the Oxford American loved the idea, and added that their poetry editor Rebecca Gayle Howell is actually featured in the ad.
Hiler says the typo idea came at the last minute.
“I’m so glad we did it,” he says. “Everyone on our team was on board with the typo idea and thought it was hilarious, but a few folks were a little worried that we’d catch a bunch of hell for it. They kept wanting to put the disclaimer right below the headline. They thought people would miss the disclaimer at the bottom and be quick to call us out on social media. Personally, I wanted to make the disclaimer as small as we could possibly make it. Bring on the haters. I love that the ad looks so serious but really isn’t. We’ll see what happens. Subscriptions shipped out this week. Hopefully everyone finds it entertaining.”
Hiler and Griffin Van Meter were the creative directors on the project, Rachael Sinclair was the designer, Savanna Barnett was the photographer, and Coleman Larkin wrote the copy on the disclaimer.