Turkish Tourism

Even before starting to read the copy, you sense this is not the usual sort of travel ad. For one thing, there’s no beach in this seacoast vista. And there are clouds in the sky. (Good lord, it might rain while I’m there.) In fact, the ad’s intent is to lure earnest travelers age 50-plus to Turkey, so it suits the sales pitch to the self-image of this target audience. The photo dispenses with stock depictions of self-indulgence, while copy promises self-improvement.