# Terminal Literature Promotions The Librairie L'Echange Ads Promote Last-Time Reads By Emily Evans | Published 2011-06-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/librairie-l-echange-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/librairie_lechange_selfhypnosis) Let's face it, many people buy books, read them once and then never open them again, and these Librairie L'Echange ads would have to agree. These kooky ads have a refreshingly morbid twist on typical literature-promoting [print ads](https://www.trendhunter.com/trends/new-yorks-streeteasy). Four ads were released in the series by advertising agency Brad in Montreal, Canada. Each of the four ads showcases a different gloomy scenario that people many find themselves in; after each of these scenarios, it's highly unlikely anyone would need to reread these books. A [self-hypnosis book](https://www.trendhunter.com/trends/specsavers-campaign) would be totally useless for someone who's dead, just like a natural conception book would be the last thing a large family would want to read -- unless they are on a TLC show or have the last name Kardashian, that is. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 10% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Morbid Advertising:** The use of morbid and unusual scenarios in advertising could disrupt traditional approaches and capture consumer attention. - **Single-use Books:** The acknowledgement of books as one-time reads opens up opportunities for innovative book-sharing or rental platforms. - **Hyper-targeted Advertising:** Creating ads that focus on niche scenarios and specific consumer segments can effectively grab their attention and drive engagement. ### Where This Applies - **Publishing:** Publishing companies can explore new revenue streams by partnering with book-sharing platforms or exploring alternative book formats. - **Advertising:** Advertising agencies can experiment with unconventional storytelling techniques and explore the effectiveness of morbid themes in capturing consumer interest. - **E-commerce:** E-commerce platforms can introduce book rental or pay-per-read models to cater to the growing demand for single-use books. ## Related on Trend Hunter - [Hyper-Targeted Book Covers](https://www.trendhunter.com/trends/the-book-of-money.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Personality-Forward Bookmark Designs](https://www.trendhunter.com/trends/humdrum-paper.md) - [Humanizing Furniture Catalogs](https://www.trendhunter.com/trends/ikea-life-collection.md) - [Book-Inspired Public Benches](https://www.trendhunter.com/trends/sit-down-to-read.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Cheekily Creative Bookmarks](https://www.trendhunter.com/trends/illustrated-bookmarks.md) - [Open-Air Libraries](https://www.trendhunter.com/trends/ikea-billyotheque.md) - [Unexpectedly-Amusing Treats](https://www.trendhunter.com/trends/liquid-death-misfortune-cookies.md)