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Cut to the Chase

Published on .

Company: Siemens USA, New York Agency: Publicis, New YorkMarket: CEOs, IT managers Chase: The eye naturally gravitates to the compelling image of a human heart on the computed tomography (CT) scanner as two people study it. But we're not sure that the eye will gravitate to the region of the ad that Siemens really wants readers to study-the top third. The copy, which often houses the ad's most vital information, is mistreated because it must compete with the complicated background of the medical setting. That's unfortunate because the copy is well written. It tells the story of Siemens' technological innovation.Clue: The fine print gets elevated to the very top of the ad. People aren't going to read it anyway, so why not find a less prominent place for it, like the bottom of the page.
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