The old comment is, if makers of TV shows would spend as much time on each minutes of the show as Admen do on TV ads, we would be seeing nothing less then Shakespeare quality shows on everything on TV.
In an Ad NOTHING is left to chance, thus the lighting on the MAN in intentional. The reason is simple, so you can see him "Suffering" do to the elephant on his chest. Why the face is lighten is unimportant to the message of the advertisement, thus is NOT addressed in the commercial. The purpose of the Ad is NOT to make sense, but to sell the product. If the ad does NOT sell the product it is bad ad as far as advertisers are concern,
Thus it is rare to see an ad that is "bad" from an advertising point of view. The worse Ads from an Advertising point of view are some of the most memorable ads ever down, but they failed to sell the product and "Bad". The "I Can't Believe I ate the whole thing" is one of the most noteworthy, everyone remembered the ad and repeated the statement, but no one connected it with the product the ad was trying to sell. Thus it was a bad ad despite efforts to make it work, it was pulled.
I remember a Jeep ad from the 1970s, comparing a Jeep with a Tank. The voice over pointed out the six inch ground clearance of the Jeep (while you saw the Jeep clearing a rock, then a comment as to the Tank, while you saw the tank crush the rock, the ad had other points in favor of the Jeep over the tank, but ended with the Statement (Paraphrased) "While the Tank is better is something, you just can NOT pick up your date with one (Showing a woman entering the Jeep Passenger door while a tank crew member watched in discussed from the turret). Good ad, but the first time I saw it, I was with my sister and her comment was "I have never been picked up by a Tank". I suspect other women made the same comment and the ad was quickly pulled. i.e great ad for tanks as a vehicle to pick up your date with, less the good ad for Jeeps.
Just a comment that it is rare for you to see ANYTHING that does NOT sell the product in an ad. If something does not sell, the ad is pulled. Thus what you see is almost always what you are SUPPOSE to see to sell the product. Common sense or anything else is of secondary importance to the concept of selling the product. Getting people to buy the product is what makes an ad good or bad, not anything else.
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