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In a Nutshell

Something as unexpected as a talking almond could be just what you need to catch the reader's eye.

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This story appears in the July 2004 issue of Entrepreneur. Subscribe »

Is it too fanciful to have products "talk" in print advertising? Will prospects take it seriously when you show dialogue balloons coming from component parts or, in the case shown here, from food pieces? The answers are, it is neither too fanciful nor taken less seriously. Giving human qualities to inanimate objects-otherwise known as anthropomorphism-offers fresh relief from ordinary advertising. And it opens up lots of interesting promotional possibilities that might not otherwise get attention.

In the ad shown here, produced for the Almond Board of California, an industry trade group, a couple of nuts speak out about their nutritional benefits. The first thing that grabs you is the visual: little white copy balloons popping out of the brown background of nuts. You can't help but notice them as you're flipping through the periodical. That's a huge hurdle to overcome, because up to 70 percent of ads are not visually arresting enough to stop the reader.

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