Since I create Facebook ads as part of my work, I pay close attention to advertisements I see as I surf around Facebook. I notice what is placed where, how the ads seem to correlate (or not correlate) to various items. It is something I obviously need to study. For the most part, the ads I see make sense and are connected with pictures that make sense.
Recently however I saw an ad with a picture so odd I actually had to share it with some of my colleagues. I won’t paste it here because I don’t want to violate copyright, so I will have to explain it. And I won’t use a thousand words, I promise.
What did I see?
The ad in question is for people interested in taking courses on becoming a social worker. The copy of the ad makes sense. The picture however, is disturbing. It shows a young child that has a look on her face straight out of a horror move. When I shared the picture I asked, “does this want to make you become a social worker?” One colleague, who has a way with words, responded, “No, but it makes me want to re-watch Rosemary’s Baby.”
This was the perfect response. The picture is kind of scary. I have to wonder why someone, in an effort to get a person to pursue an education would put such a terrible picture up? Despite my interest in the ad I never have clicked on the link. I wonder if it is working by scaring people?
What do I think?
If it matters what I think, and I guess it must since you are reading my blog, the pictures we choose to represent ourselves on social media are crucial. Attorneys are brands, both as individuals and as firms. There are circumstances when a frightening picture might well be appropriate, but not in this case. In this case the picture should be welcoming, not frightening.
As an attorney when it comes to identifying who you are the wrong picture will cause problems. Facebook ads and other social media ads are so tiny; the picture is what draws attention to your ad and the wrong picture is a disaster.
So when you put your ads together, make sure your picture actually speaks the correct thousand words, and doesn’t scare off your potential clients.
Kevin says
I too saw an extremely disturbing ad for “Become a Social Worker” the picture was so gruesome it makes me wonder if it is legal. It was of a baby that appeared to be dead, with some sort of blisters on its skin and some open abcess on its back. I almost vommited when it came up.
My questions are, why would anyone use a photo like that in an advertisement? and how is it legal to create use sucha graphic image as part of an unsolicited advertisement?
The ad certainly had nothing to do with my search for vacation property in Puerto Rico and I hope I never see it again.
Jennifer says
That sounds disgusting. I think if you see the ad again you should complain to the site where you saw it. If it is a Google ad you can report it to Google. http://support.google.com/adsense/bin/static.py?hl=en&page=ts.cs&ts=1190500&ctx=as2&rd=1