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Face the Facts

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

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

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

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

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