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As visually arresting as magazine advertising can be, it has its limitations. One of them is that the printed page cannot convey senses like smell, taste and sound. And if you’re in the business of selling audio equipment, that last one is a problem. The best way out of it is to create a visual metaphor—something to evoke the power of hi-fi even as the page lays silent. As the ads on these pages show, sometimes that idea works, sometimes less so.
In 1979, Maxell hired agency Scali, McCabe, Sloves to create an ad that would show how its UR Type 1 audio cassette tape outlasted the competition and delivered superior sound quality, even after 500 plays.
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