Chapter 4: Ten rules for using cartoons
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text. I think the most important element of context is acknowledging the underlying meaning of the cartoon and positioning your message based on whether you agree or disagree with the point made. Earlier, I told the story of Digital Equipment Company, which ran a newspaper ad that made exceptional use of context. The ad showed a cartoon which made the point, “budgets need to allow for computers to be replaced every year due to obsolescence.” The cartoon looked like it was torn out of a newspaper itself, creating very effective separation from the rest of the ad which included the headline, “Get Serious.” The cartoon made the point that computers become obsolete far too quickly and you just have to accept the fact, but the ad made a very effective counterpoint in favor of the extended utility of Digital’s new line of PCs. Pay attention to the context of the cartoon in relation to your own message and offer. Make sure it’s clear to the recipient where you stand and show them what you’re offering if it involves the cartoon. Rule 7: Make sure the basics are covered. It’s amazing to me that marketers miss the obvious in their use of cartoons. I once saw a cartoon mail piece that showed to businessmen talking across a desk. There was a lifeless personalized caption, along the lines of, “How are we ever going to keep up with <John> Sample>!” That’s bad enough, because there was no gag, but what made it even worse is that neither of the characters had their mouths open. Who was talking? Cartoons are about truth, even if it’s unintended. And the truth here is that the marketer and their cartoonist had no clue what they were doing. So if you’re having a cartoon created, make sure the basics are covered so that it makes sense to the audience. If there is a spoken caption, is the right character depicted in the art as the one talking? If there are two characters, are they both shown talking, thus confusing the audience and destroying the effect? Just make sure that,