In the days of modern advertising, savvy consumers have learned to skim over advertisements when they feel the advertiser is pandering to them. This can lead to an unsatisfactory ad campaign — which strays far from the intended result.
This is partially what led Mark Anderson, a cartoonist, to his profession of choice. After dabbling in the art form, contributing cartoons to his high school and college newspapers, he eventually picked up enough traction to quit his day job and become a cartoonist full time. His drawings don’t just show up in the funny pages of local papers, however. They appear in advertisements and in business newsletters, serving clients ranging from The Wall Street Journal to Good Housekeeping.
“Here’s the great thing about cartoons: they are sort of a Trojan horse as far as marketing goes. Basically no one can, or wants to, ignore a cartoon,” Anderson said. “It’s so benign and it’s so inviting, and it’s giving you a little something. It’s telling you a little joke that you can share, forward to a friend or hang up on your refrigerator. You’re being marketed to but you’re also being given something.”
Source: PCT Magazine