July 2006 Archives
“I can’t tell you why graphics people do things.”
—Mike DeWine, Republican/OHIO
Oh, those silly graphics people—I had to use “choice words with them “that you can’t print in a family magazine.” That’s what Mike DeWine (OH—R) said when a journalist called him on the doctored images used in his political ad. Mr. DeWine used an image of the World Trade Center under attack to discredit his opponent’s weak stand on National Security and it was reported in this U.S. News & World Report article. He was so shocked, naturally it was all without his knowledge or approval. Hmmm . . . no foolin’
As graphics people, you and I both know nothing is done without client approval. In the case of a political campaign, not only with proofs signed by the client, but also the required prepayment. So how many of these stacked cow chips (TX talk for BS) should be scraped off the “graphics people” and smeared on Mr. DeWine’s finest suit? Let’s not forget the bane of every political ad voiceover: “Hi, I’m Mike DeWine and I approved this ad.” Hmmm . . . no foolin’
My photographer and I had faced this rehab equipment before; it presented a unique challenge because one of the selling features was the control panel, a must-see part of the main photo. The general rule for product sheets is immediacy—you may not get another chance to hook your audience. Parts of the world are still stuck in the put in a babe in a bikini and the fitness product managers weren’t far from falling into that cliche. Instead, I had to choose models who would not detract from the rehabilitation equipment, and clothing that was modest, except once—more about that later.
