The text at the bottom of the illustration: "At Beacon Hill, we've edited our world so that you can find inner harmony in yours." If presented in a headline, this sentence would seem too abstruse to be convincing. But since it's set in the style of a New Yorker cartoon's caption, we'reprogrammed to feel it must be witty and elegant—even if we're not sure what it's talking about. Meanwhile, the visual's gentle mockery of New Age pretensions gives a light touch to the sales pitch: Buying home furnishings and textiles via Beacon Hill will bring "inner harmony" rather than outer aggravation. The character with whom we identify here is not the women but her dog, who appears to be rolling his eyes at the sight of his lotus-positioned owner balancing a vase on her head. Since we're generally more sympathetic toward dogs than toward other people, this is a sound way of securing our emotional involvement in the ad.Agency
SFI Creative Group, New York
Beacon Hill, Boston
Maria C. Segarra
& Public Relations, Atlanta
Publix Supermarkets, Lakeland, Fla.