Let me just begin by saying that before I began this thing, I never realized how difficult it was to take a photograph of an ad on a crowded bus without looking quite mad. But, dear readers, fret not, as looking like a lunatic while riding public transportation is a small price to pay for an example of an ad that sucks as much as this one.
I first noticed this a couple of weeks before I started this column (or "blog" in the parlance of our times) and it was one of the driving forces behind its inception. However, I was slow in posting this due to the fact that this is an ad that requires a picture to do it justice. So, like a zombie stalking its prey, I bided my time until I had the proper tools at my disposal, and the bus was sufficiently empty.
And here is that ad. In all of its suckitude:
Granted, this is a pretty obvious one. The design is offensive and the messages are all over the place. I had to do some research to find out that this is an actual place, not just an online thing as I had expected.
But let's go beyond the general ugliness of this ad. I count no less than nine separate spelling and grammatical errors. Let's review:
2. Save 1000's has an unnecessary apostrophe
3. Manufacturers Auction should have an apostrophe, and is not a proper noun
4. Provincial, Municipal or Federal Employee should not be capitalized
6. Numbers are not "better" they are higher or lower. ESPECIALLY in the fine print
But this is the one that really confuses me...
Open 8 days a week? I can't imagine what this is supposed to mean. Is this an homage to the Beatles? Are they open so much that they're open an extra day? Have they managed to transcend the surly bonds of time itself?
For a company that can't even spell... I doubt it.
7. "8 Days a week"
8. Days should not have a capital
9. "Yes Sundays too" requires a comma
So there you go. Nine separate spelling and grammatical errors on the same ad, which has less than sixty words of copy.
When did quality stop mattering? Why is it that this company would see fit to spend about $30,000 on an outdoor advertising campaign, but would spend so little on design and on quality control? My distaste for bad design notwithstanding, at least run your copy by someone with a grade twelve education.
Would you lease a car from people who can't string together a sentence? For me, just the sheer disregard for the English language displayed in this ad is enough to shatter my confidence in the company behind it.