This employment ad from the Oracle company magazine is intended to entice Oracle professionals to transfer to the Asian Pacific countries to work for Oracle overseas.

The question is, does this ad achieve its goals as effectively as it could? Does the dark, foreboding globe, even with the recognizable outline of Australia, really seem like a great place to live and work? Or does it convey a sense of dread and mystery? Does it convey a sense of fun and anticipation of what lies in store for the reader? Or does it leave questions in his mind? Does it make him feel happy and secure or instead rather uneasy?

Using exactly the same layout, but changing the choice of photos, what qualities do the design "makeovers" below have that the original does not? What other things could we depict in the ad that would entice a person to leave home and go half way around the world?

Maybe the travel industry could give us some tips...

Even if the art director has his mind and heart set on a NASA type photo of the earth from outer space, can't we make it a bit more interesting? BTW, NASA photos are public domain - always royalty free.

Now, take a look at this last version: Doesn't it say much more about exotic locations? Notice the vibrant use of color. The template structure is a combination 3-column and 2-column layout. A little unusual, like the subject matter, but effective.

To repeat: Marketing is both an art and a science.