Advertising Guide

Yin Yang Martial Arts School: when fish swallows the cat


These print ads for Yin Yang Martial Arts School, created by DCC marketing, Maribor, make use of subtle illustrations to convey the message. This is a martial arts school for kids, and the illustration has a comic touch, though its implications are complex and hardly digestible for the kids.

The ads carry images of ‘prey-eating-the-predator type’. We can see images of a fish swallowing the cat and a sheep swallowing the wolf. The idea is that when you learn these martial arts, though you are a timid sheep or weak rabbit, you will become sharp and strong, so that nobody can bully you.

We can make more inferences from these ads, right or wrong, like ‘be soft and gentle like a sheep or rabbit, but keep an inner courage to tackle the difficult situations of everyday life.’


Advertising Agency: DCC marketing, Maribor, Slovenia

Creative Director: Tine Lugaric

Art Director: Matija Kocbek

Copywriter: Tine Lugaric

Illustrator: Matija Kocbek

Via: Ads of the world



Dr Prem Jagyasi and Team (C)

Dr Prem is an award winning strategic leader, renowned author, publisher and highly acclaimed global speaker. Aside from publishing a bevy of life improvement guides, Dr Prem runs a network of 50 niche websites that attracts millions of readers across the globe. Thus far, Dr Prem has traveled to more than 40 countries, addressed numerous international conferences and offered his expert training and consultancy services to more than 150 international organizations. He also owns and leads a web services and technology business, supervised and managed by his eminent team. Dr Prem further takes great delight in travel photography.

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