You would expect Adobe, the publisher of many design software packages, to be pretty good at designing print advertising. Not always. Have a look at this image that was featured on Photoshop Disasters.
Leaving the technicalities of the ad aside for the moment, there is a broader lesson here. This ad looks exactly like PowerPoint slides that many technology companies use to promote their product. They can do better.
- A lot of headlines competing for attention
- Box shots (software is not a breakfast cereal)
- "White paper language": spelling out the product benefits explicitly using very generic statements that do not get internalized by the audiece: "superior", "dynamic", "competitiveness", "scalable"