Timex print ad

Watch ads usually take the product as hero route. There is nothing wrong with that. Fashion products, by nature, are short term. New ones come and old ones become faddish. We need to feature the product prominently for people to appreciate its look and style.

Let's get back to this Timex ad. It sounds simple common sense to arrange our copies according to the habit of reading. However, such common sense is simply ignored in many ads. In this ad, the "introduction" copies are arranged top-down. But when it comes to the descriptions of the watches, copies are arranged left-to-right across. David Ogilvy once said, if we want to increase the chance of our copies being read, they should be arranged like the editorial articles. Do we usually see editorial articles are arranged like this ?