10 Do not assume that subjects which interest you will necessarily interest consumers. Being a former chef, I assumed that everyone found chefs interesting – until I used them in an advertisement. I got miserable readership among the housewives who were the target audience. A friend at Campbell’s Soup told me that he too had observed that housewives were turned off by chefs. Before-and-After photographs fascinate readers, as in this advertisement from the Milan office of Ogilvy & Mather. The plant on the left has not been treated with Baysol, while the plant on the right has.