Julian Crowley
This Technos watch advert is a true Photoshop disaster. The level of weirdness evoked by the odd-looking image is simply breathtaking. It’s a work of art! Where to even begin?
Well, first of all, the model’s mismatched eyes make it look as though she had a stroke just before the shutter on the camera closed. Secondly, the positioning of the arm is such that it doesn’t even seem to belong to her. Oh, and the watch looks fake; it could almost be drawn on. And we haven’t even mentioned the poorly thought-out composition of the ad. The words “use some imagination” spring to mind.
Steve Hoeffler and Kevin Lane Keller, both professors of marketing, argue that images play an important role in enhancing a brand because they create important associations around your company. These associations can relate to the function of your product, its performance, or even something more abstract. But in any case, such brand associations should ideally be “strong, favorable, and unique.” Photoshop flops aren’t likely to suggest any of these qualities.
