Emotional Hook: DAFFY
We’ll refer to this specimen as “Ling-Ling,” after the headless poodle from Kenneth Anger’s 1984 pulp scandal sequel Hollywood Babylon II. If there was ever an influence that, like a hospital morphine drip, slowly released its magic over time, that original Ling-Ling flyer was it. And now, it sorta makes this here flyer a wish fulfilled. The proverbial circle is now complete.
Graphic Appeal: MASTERFUL
We can’t point out any layout failures or design flaws because there really aren’t any. Pet owner Nicole managed to blend Korean and English with a bouncy, cartoon sensibility, and she did so without cluttering things up. Bravo.
Climate Durability: TEXTBOOK
This flyer was as fresh as they come. Unfortunately for Nicole, that very fact suggests that maybe she stepped back to look after posting it, but then shrank at the pointlessness of searching for a small dog in Koreatown.
Saturation: SEARCH ABANDONED
As is often the case with gems like this one, our operative couldn’t find a single other Ling-Ling flyer in the area. But again, the consensus here is that Nicole realized her folly and saved herself the energy of spamming the neighborhood.
Futility Factor: SHORT-LIVED RELATIONSHIP
It doesn’t help that the audience here is highly transitory. L.A.’s Koreatown has become an international destination, crowded with tourists discovering that, for all of its congestion, gimmicky chic, and strip malls, the place is awfully forgettable. While this specimen may be eye-catching and heartfelt, it’s a population of pass-throughs who wake up in hotel rooms and move on. Missing pets aren’t likely to snare the attention of shop owners and other local first-responders — the real heroes in helping return dogs and cats to their owners. Ling-ling is probably a lot tougher now, probably smoking and hanging around a bad crowd. And maybe Nicole just doesn’t deal with canine street trauma.
This one is so joyfully preposterous that we almost want to add the additional criteria of “Cheer Factor.” At least Nicole said goodbye to Ling-Ling with a sense of humor and cross-eyed optimism, and for that we’ll refrain from jokes about how similar “doggie” and “bulgogi” actually sound.