I am not a football enthusiast, but my interest was piqued by the recent print adverts seen in the tube for the Times newspaper. They were beautiful, but I had no idea what they were about. The copy spoke about football, but I didn’t recognise the significance of the imagery.
I’d seen quite a few on my journeys, and on one particularly long journey I decided to try to figure it out. Slowly it began to make sense. They were images representing the nicknames of various football clubs.
The ad is perfectly targeted at its audience, because it uses symbolism only those who are their target would understand. Others, like me, wouldn’t have a clue what it was talking about, but that’s fine because they’ve done their research, and know that those who they are trying to attract to their product will have no problem making sense of its messaging.