ROYAL VELVET TOWELS

A picture is worth a thousand words, but not necessarily the thousand you’d choose to convey. After all, a vivid visual image is apt to set our minds running in all different directions. This ad shrewdly adds one real word to the pictorial thousand, thereby defining the impression a reader takes away. It’s a sensible approach for a category whose primary product benefit (i.e., getting us dry) is a commodity any brand could provide. We do wish for a sense of luxury, over and above the towel’s utilitarian function, but that will exist as much in our heads as on our skin. As such, the ad is also smart to feed our visual sense instead of trotting out a lot of words to tell us how the towel would treat our sense of touch. Since the ad has given our eyes a treat, we’re disposed to believe the towel will pamper our skin as well.