For example the latest Maruti Ad where a person sweats at the billing counter listening to the bill incurred in the car repair. I would not take names but I have seen people get an entirely different message from what was tried to be conveyed. Most shocking was that they couldn't even make out that it was a car ad. How can one expect every one to understand the mechanical parts of a car. Another ad of the same campaign with 'kitna deti hai' punchline is an excellent example of simplicity and sharpness. Bang! it hits the bullseye of milage sensitivity.
There is another instance which emphasized the importance of visuals. I could never get the old ladies of my home to operate a mobile phone until recently when I purchased a Samsung Wave which is entirely touch and motion controlled with lot of visuals added. Unbelievably they were able to open and flick through the menu and pictures stored in the phone with ease.
When preparing a message for masses visual element should be clear and use of language should be minimal.
