
I’d just checked into the hotel in Sao Paulo, and was doing my usual upon-arrival inspection, when I came across the above.
Now what’s wrong with this picture?
In the upper-left hand corner, we have a box with some words on it. They read: ‘a glimpse of glamour.’
Yet in the lower left, we have a trash can, and the lower right, a bidet.
So to my mind, there are at least two things wrong with this picture.
First, the words on the box of soap. If you want me to think that something is glamorous, or that it will offer me a glimpse of glamour, there are probably better ways to do that than by simply stating ‘glimpse of glamour.’ In fact, those words make me think anything but.
And second, and more strikingly, is the placement of the box with those words on it. Over a trash can, and next to a bidet. Not exactly the world’s most glamorous location. Far from it.
So why did I get so worked up about this box, those words, and that bidet?
Firstly, because they reminded me of just how important it is that we choose our words carefully. When we want to evoke a response, we need to take a more considered approach than simply telling a person what we want them to think. And secondly, because context (be it paid media placement or the location of a bar of soap) should directly impact and inform the words that we choose, just as the words that we choose should impact and inform where we put them. And in this case, that lesson was comically overlooked.
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