1940's Free Nestle's Instant Sweet Milk Cocoa

In 1940 Nestle ran an ad with a free coupon to give out samples of their instant hot chocolate. Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.

Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.

Image Description

The 1940s Nestle ad features a vibrant, retro design with a cheerful child drinking hot chocolate, emphasizing the ease and joy of starting the day with Nestle's cocoa. Key phrases like "Start the day the happy way" and "10 seconds to make" are prominently displayed in red, alongside a coupon for a free trial.

Positive Aspects

The image effectively captures the nostalgic charm of 1940s advertising with its lively illustrations and strategic use of color. The red text and images draw attention to the main messages, enticing viewers with the promise of a quick and delightful breakfast experience.

Key Takeaways

Visual Attention: Red, yellow, and orange areas in an ad are more likely to catch the viewer's eye, crucial for effective advertising.
Nostalgia Appeal: Vintage ads like this one capitalize on the charm of simpler times, making the product more appealing.
Preattentive Processing: Using visual elements strategically can ensure that key messages are noticed quickly.
Free Offers: Including a coupon or free sample can effectively entice consumers to try a product.

Additional Insights

The ad's invitation to "Try it FREE" shows an early example of a marketing tactic that remains powerful today—offering a no-risk way to experience a product. This, combined with the vibrant visual design, makes the ad a classic case of effective consumer engagement. The playful, wholesome imagery also taps into the comforting narrative of family and warmth, elements that are timeless in advertising.