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Every time you look at old ads that stick with you, it brings a smile to your face. Most of the times it is because of the familiarity of the jingle, or how silly models looked back then or how it stands for something special to an entire age or generation. Recently I came across this fascinating collection of ads on computerworld.in. The website is showcasing ads are from the archives of the Computerworld magazine's US print edition. I have obviously never seen them before - but they still were a good read! Not just from a 'communication' /advertising perspective but also from the perspective of explaining technology.

Some things do not change. You still see the hot women selling, of all things, technology! You still see the engaging headline, with visuals to match. What also stands out is the use of long copy. Simple, articulate long copy. The fact is that technology - especially new technology - needs explanation. And these ads demonstrate that very well. The combination of nice catchy headlines, and elegant body copy, work for me in most cases. In fact the one ad that has short copy is the one that does not make any impact, because one can’t understand it.

With increased number of people becoming comfortable with technology, brands seem to presume that all consumers of technology are comfortable with tech speak. Not so. High-level tech speak only connects with the geeks. Some of the best technology communication I have seen in recent times has been from Apple. Their technology speak is for any consumer. And that is perhaps why Apple has such a cult following. Making it simple, makes technology familiar to a far larger audience.

All in all, it might do current advertisers well to revisit the basic principles of advertising neatly demonstrated in this collection. Technology will always be difficult to comprehend for the lay person like me - so the lesson is, make it simple and engaging.