This afternoon, while I was on my way yet again to the Royal Marsden to score my next month’s supply of Osimertinib, a huge lorry drove past me along the Fulham Road, with a painting of a steam locomotive on the side of it:
I display all of these three hastily grabbed and decidedly mediocre photos simply to make it clear that this was indeed a lorry, as well as a picture of a locomotive.
Later, I found myself musing on how the ubiquity of digital photography and of the social media must have transformed advertising. Just as graffiti has become more individual and elaborate, in the age of digital photoing, so too has advertising.
Because, if you can persuade a decent proportion of the digital photoers you drive past to photo their photos, of your unique lorry with its unique and as likely as not hand-done painting on the side, and then get the photoers to stick their photos up on the www, there’s every chance you can save a ton of money on the distribution of your advertising message. Throw in that any word can be searched for on that same www, and you don’t need to bother with big lettering, the way you used to have to to get your message spread around, and you can concentrate on making the image look as great as you can contrive. Use little letters and let the photoers look it up and link to your website and generally spread your word for you. All you need is a sufficiently striking and appealing image, to grab all that attention.
So, by way of emphasising my point, here is the DQF Flower Shuttle website. Go there, and learn that there is a whole fleet of flower delivery lorries, each one flaunting this or that elaborately artistic type picture of an antique form of transport, most of them ships, but one being of another locomotive. I assume that all of these lorries are each of them adorned with unique images, and I further assume that photos of these images are all over the social media. Judging by what happens when you do this, my assumptions are right. Although, I can find no photos of the particular photo I photoed of a DQF lorry this afternoon. This must be a rather new image.