Presentation Pitfalls #6 – Bent logic

August 20, 2010

As I was strolling around Paris this week, I came across the kind of film poster ad which annoys the hell out of me. It annoyed me so much that I thought I would capture it and share it with you. (I’m sure the film company won’t mind since it’s a little extra publicity, and while I haven’t seen the film, it might be quite good.)

Now, what’s wrong with this? OK, it may not be the best photo of Ludivine Sagnier who usually looks very attractive, but that wasn’t the problem. I can just about live with the mix of fonts and the fairly ugly yellow colour, since at least there’s a theme which is consistently followed. I also don’t mind that there’s no real attempt to sell the film – we have no idea what it’s about, whether it’s had a good review, or why we should go and see it, other than the two lead actresses and the director, none of whom is a big enough draw on their own. (French cinema is well enough subsidised that it doesn’t actually need to sell many tickets.)

No, the problem here is that the two lead actresses are the wrong way round. The actress on the left is Kristin Scott Thomas, and the one on the right is Ludivine Sagnier. I asked a colleague what he thought I hated about this ad, and he didn’t get it because he didn’t know either of the actresses. (In which case neither of them is going to be a good selling-point for the film anyway.) But for cinephiles like me who know the actresses, it just looks plain daft to see two actresses, each with the other’s name above her head.

Does nobody check this first? What do the actresses think of it? It may be fair to suggest that Sagnier’s name should be the first we see (reading of course from the left), since she’s slightly more of a box-office draw nowadays than Scott-Thomas, but in that case, surely the poster should have Sagnier on the left and not on the right?

In any case, it just looks plain wrong to me and doesn’t inspire much confidence in the quality of the film. I should stress that this is far from the first time this has happened. There have been examples in the past where an actor and actress have appeared with each other’s names on their heads, which would look silly even to people who don’t know either of them.

Right, so what has this got to do with presenting? It’s all about avoiding what I call bent logic. If you use slides which don’t appear logical, they won’t be clear to your audience, and they will pollute your message instead of enhancing it. Read the rest of this entry »


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