When I first saw the advertisement, I was not quite sure of the advertiser's intention. Did he mean to scare every reader into washing his hands without ceasing or little monsters will appear from a dirty hand and bare their fangs?
I guess that advertisement came about in the wake of H1N1.
Just like one previous advertisement on cancer caused by smoking which was a failure, this advertisement looks like it will meet the same ending. Advertisers must always remember that when something is too exaggerated, it loses the effect for which it is intended.
I am not a copywriter, and I will leave it to the copywriters to ponder over how they could improve on the advertisement.
Gan Chau
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