The Communications Arts 48th Annual Juried Illustration Competition uses the tag line "The Most Prestigious Illustration Competition in the World" in their print matter, both front, back and inside. On the web, they back off a bit, saying it's just the "most important". In a world where words can actually gain market and attention, chest thumping with "the largest", "the best", "the most remarkable" starts to feel as intrusive and dishonest as spam. We're smarter than that, but apparently CA doesn't think so. What slogans like that are supposed to accomplish is provide some price insulation for the advertiser and boost my ego if I decide to buy. It does neither and with the word "communication" front and center, you have to wonder who exactly they think they're communicating with.
Call for Slogans
FEBRUARY 12, 2007