Cut to the Chase

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Company: Affinity, Fort Lauderdale, Fla. Agency: N/A Market: Small businesses Quick chase: There are no images of banks of gleaming servers or determined-looking decision-makers like we often see in high-tech ads. Affinity, which specializes in Web site marketing and advertising, uses a daisy and a small swarm of honey bees to adorn its headline: "Attract more customers." It also uses a generous field of white space to let the message and image resonate in this black-and-white newspaper ad. Certainly the image would be more vibrant in four color, but when in Rome .... The copywriter effectively uses wordplay in the subheads: "Want more customers swarming to your web site?" and "The easy way to create buzz for your business." Clue: It's a kinder, gentler approach to selling Web services.

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