In the jeans ad, the body, face, and eyes of the model all aimed one direction—away from the logo, and into empty space. The model turned his back on his own ad. His body, from head to toe, told the shopper a clear message: forget this product—there’s something of greater interest over there, on the left. If, by chance, on the left there was an ad for the jeans of a competitor, then the model would unwittingly tell shoppers that the competitor’s jeans deserve more attention than his own. This is not the best use of marketing dollars.
