This Monster.com ad is one of those you have to really work at to figure out. As often happens, the copy down below in tiny art-director type is not bad, but too many readers will never get that far.
One of my favorite tests of an ad’s worthiness is to paraphrase it and see if that uncovers the intended and desired message. At first glance, what is it saying and what is it selling?
When I attempted to paraphrase this ad, I had a hard time.
So I asked several people to help me figure out what is being advertised, what the ad is saying and what the picture is all about. We finally doped out the message, more or less, but not the picture.
The illustration occupying the top three-quarters of the page shows a nameplate with the words,
Network
