I HATE STEVEN SINGER! - Creative Advertisement

 When people see the word 'hate', they intrinsically consider the opposite, which is love. This is not to say that the word 'hate' communicates the concept and ideals of love, but still echoes due to its polarity and opposition with the word identified. That's just the way that people think (or at least that is what I think). Our minds do not process information through a lens of black and white. For instance, just to play on those specific colors... when we see the color black, we think of the color white, since it is the opposite. Furthermore, the color black does not simply promote identification and understanding of that color alone, because everything has context. Ultimately, when we see something, we take different things into consideration based upon our schema and how the thing we see relates to other things. Thus, when we see the word 'hate', the same effect results, causing us to interpret through a schematic lens that probably infers the thought of love.

 

 I think that this advertisement is very creative and clever. The billboard reads, "I HATE STEVEN SINGER!", which leads one to ask the following questions:

• Who is Steven Singer?

• Why would someone hate Steven Singer?

• What is the billboard advertising?

 Regardless of the answers to the aforementioned questions, one thing is accomplished... PEOPLE ARE THINKING ABOUT STEVEN SINGER. The seed has been planted. Now, people who are intrigued enough by the ad will check out the website to learn more about Steven Singer and why people "HATE" him, only to find that many people actually LOVE him, because they are satisfied customers that found the perfect testament of their love and adoration for a spouse within his store.


 I love the simplicity of the billboard as well. It really lets the message stand out above all else, which in turn leaves the person driving by and seeing it to only form a modest understanding of what Steven Singer is all about. Again, allowing them to form questions. Most people have a natural thirst for knowledge, and those that aspire to know more and attempt figure out who the "I" is in the "I HATE STEVEN SINGER" ad will come to conclude that the first person speaking must be the voice of competition in the jewelry market.