Tuesday, February 12, 2013

Advertisement Analysis

We were assigned to analyze the following advertisement for São Paulo Global City’s campaign. “The Municipal Secretary for International Relations has the mission to promote the city of São Paulo and Brazil internationally, identifying opportunities for economic, cultural and social development, in partnership with several organizations, entities and governments.” You can read more about the campaign here… now back to the design elements.

The contrast between the brightly dressed workers and the dark, gloomy background creates an organizational hierarchy for users.  The two contrasting elements add visual interest to this print Ad. We see Repetition with the men all around the same size and height.  We also see repetition with the consistency of the white block font used in the entire Ad. When looking at this Ad my eyes go from the white text, to the men, background, to the logo.  This alignment makes the user subconsciously read the advertisement in a way that it makes sense.  We can understand the ad because of how the text is aligned to the left, (we read left to right).  The proximity of the brightly dressed men in horizontal alignment with the text; is the next thing our eyes hover to.  Looking at these dirtied up men evokes emotion in the user, ethos.  The gloomy background sets the mood for their working conditions and makes the user appreciate what these men do. The logo is on the right and is the last thing the eye looks at.  After appealing to the user, they leave us with their name so we can research and remember their organization.
Here is my ad for bookings for makeup design.

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