The humorous way to illustrate freshness: A chef stands hip deep in water and holds a large fish to illustrate that his restaurant serves fish right out of the ocean. The serious, mood-inspiring way: You’re looking at it. The ad for Tapenade Restaurant in La Jolla, Calif., focuses on seasonal freshness and doesn’t stray from the tone it has taken in previous print ads. Humor isn’t appropriate for everyone. The ad appeared in San Diego magazine.