One ad that especially stood out to me in Chapter 7 was the boeri helmet advertisement. I enjoyed this ad for its level of creativity as well as humor. The ad depicts two different images from the same campaign. The first features chocolate bunnies with the heads bit off by the once bunny wearing the helmet is saved. The next image is very similar as a worm defends itself against a bird by wearing a boeri helmet. I think that these ads are successful because of their level of personification. First off, all the forms and situations are recognizable, and are then made humorous with the addition of these personal qualities. One advertisement that I find similar to the boeri helmet ad in the way it adds life and humor to an inadament object is Alcaseltzer’s series of “Beware of Your Food” ads. This advertisement in specific features a cooked chicken who is mischievously tying the shoe laces of a man sitting at a table with the tag line “Beware of Your Food” featured at the bottom of the page. This is not only a humorous situation, but it also makes the audience think about the ‘dangers’ of food in a different way which is specific to the product being sold.
Chapter 8 explores the use of typography and visualization in advertisement design. One image that I particularly enjoyed was the print ad entitled, “Thanks USA: When Johnny…” by the design agency The Gate Worldwide. This advertisement stuck out because of its strong use of typography in addition with a strong visual aid. The balance between image and text that this ad achieves is very successful because neither element is overwhelming. Another advertisement that successfully balances the use of text and image is the example for ABSA. This ad features the image of a foot with lines of text extending from the central picture. The text and image work cohesively because the viewer’s eye is first drawn to the foot, and then the layout of the text allows the viewer to work outward from the center and gather more information.
For chapter 8 the reading dealt with the topic of composition within advertising design. From this chapter I was especially fond of the Jimmy John’s Print Ad Campaign created by the communication company Planet Propaganda. I think that this is a great example of a strong company campaign and brand identity. I also think that the design is successful in establishing a strong hierarchy. This is achieved through the manipulation of text and the repetition of certain images in certain positions on the page. The ad is also a good example of a strong composition that is achieved without the use of any real imagery. It is a strong, clear, and recognizable campaign that achieves a high level of success. Another example of an advertisement with a well design composition is the Lightbulb example created by the Swedish communications company Jung Von Matt. This is a good example of strong compositional design because it gives the audience a point of focus that is then broken down further in a clean and orderly manner. Nothing about the ad is overwhelming and it successfully combines areas of high design activity and areas of rest for the viewer’s eye.
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