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Face the Facts

Smacking the reader with the cold, hard truth can give your ad a strong punch.

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This story appears in the December 2002 issue of Entrepreneur. Subscribe »

We've all seen the in-your-face TV commercials on the perils of substance abuse, falling down and not getting up, and even the disastrous effects of yellowed teeth on your social life. There's no better way to get an apathetic prospect to bolt to attention than to expose the consequences of any life-changing malady.

That's part of the idea behind the ad shown here, developed by OneSource Marketing for Novartis Ophthalmics Inc. of Duluth, Georgia. The ad promotes the company's treatment for macular degeneration, a devastating vision ailment that blinds more people over 65 than cataracts or glaucoma.

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