Your phone constantly slides advertisements under your nose as you navigate social media. Most flash by without a second thought.
But now and then a pitch gives pause, such as this one, from Hotels.com. I had been looking at airline tickets — I must fly to Phoenix next month, lucky me — and so clearly the algorithm wanted me to stay somewhere while I was there.
Look at the ad. Does anything pop out at you? Do you see why I paused, thought, and took a picture?
The dirt. It's like somebody upended a flower pot. Or what seems at first like dirt. On second glance, maybe that's the pattern on some kind of skin rug. It's hard to tell.
The dirt. It's like somebody upended a flower pot. Or what seems at first like dirt. On second glance, maybe that's the pattern on some kind of skin rug. It's hard to tell.
Either way, not quite the pristine hotel room you typically see.
I have a theory, one I plan to elaborate on in the newspaper Friday: advertisers are deliberately putting intriguing aberrations into their static commercial photos. I've noticed more models with vitiligo, with dense patches of freckles. They not only expand the circle of the acceptable, but they also make the viewer pause, maybe even investigate and buy. Which is the entire point.
I have a theory, one I plan to elaborate on in the newspaper Friday: advertisers are deliberately putting intriguing aberrations into their static commercial photos. I've noticed more models with vitiligo, with dense patches of freckles. They not only expand the circle of the acceptable, but they also make the viewer pause, maybe even investigate and buy. Which is the entire point.
Or am I mistaken?






