Five Advertisements - First assignment

Online Ads

This simplistic Heineken advertisement poster reflects balance, symmetry, repetition and grouping. 

Balance: the bottle is placed right in the center of the frame.

Symmetry: Although symmetry is defined as having identical arrangements on both sides of the axis, this poster can also be categorized as symmetrical because it has equal empty space on the left and right side of the bottle. Also, the green texts are of equal distance from the top and bottom of the bottle. 

Repetition: The passport stamps are repeated many times. Although the colors are not uniform, the sizes are about the same. 

Grouping: The passport stamps are grouped/ arranged to resemble a bottle.

This resplendent advertisement poster for Discovery channel's Life reflects contrast, symmetry, figure/ground relationship, and positive/ negative.

Contrast: There are several contrasts in this composition; it contrasts rich reddish orange with cool dark blue/ gray, the lime green 'life' text stands out against the reddish orange, and the white texts below contrast against the dark blue. In a more obvious way, this poster contrasts nature in terms of ecosystem on dry land and ecosystem under water. 

Symmetry: With the water line acting as a 'divider' between two contrasting colors, the composition reflects symmetry because both halves have similar object arrangements albeit different contents. 

Figure/ ground relationship: The large lime green 'life' text and the white texts are the figures while the complex ecosystems rendition serves as the ground. 

Positive/ negative: The reddish orange hue is the opposite of the dark blues and grays. 

Billboard ad

This is an enamel advertisement sign circa 1930s. I took this photo in a   Batik atelier in Surakarta, Central Java several years ago. Not exactly a billboard ad but from design and historical perspectives, this is one of the most memorable ad signs I have ever seen.     was a Javanese cigarette company that existed during the Dutch occupation era in Indonesia. The Javanese word prijaji (now spelled priyayi) is associated with wealthy and educated individuals from elite noble families. This particular ad sign depicts a Javanese prince in traditional garb smoking a Prijaji cigarette. The message was that Roko Prijaji was the elite nobles' cigarette of choice and commoners can feel like nobles too if they smoke Roko Prijaji. 

If analyzed through the design criteria from Mediapedia, this advertisement sign reflects asymmetry, contrast and thoughtfully placed text positions.

Asymmetry: The prince figure is not placed at the center of the frame. Rather, it is placed slightly on the right of the frame.

Contrast: There are several contrasts in this composition; the red 'Roko Prijaji' texts stand out against the yellow, the yellow 'sigaret' text stands out against black, and the prince figure stands out against the simplistic red/ orange/ yellow background.

Thoughtfully placed texts positions: Although its design is straightforward, the words are actually thoughtfully laid out. The word 'prijaji' is large, emboldened, curved and placed right on top of the prince figure to immediately attract attention to the brand name. And the 'sigaret' is also large and emboldened to immediately draw the eyes as to what kind of product it advertises (even though it's placed on the bottom). What's odd is the word 'roko', even though on top, is smaller and not in bold. Perhaps because it's right on the top, it doesn't need to be large and emboldened. 

Print ad

This Dockers magazine ad has a mannish feel to it as represented by the posture and build of the figure, the somewhat grime-y background, the phrase "wear the pants" (as if to emphasize the point that real men wear Dockers cargo pants) and the men associated words inside the silhouette i.e. Dad, Father's Day, neckties, man behind the curtain, etc.

Analyzed through the design criteria from Mediapedia, this ad reflects balance, grouping and visual frequency.

Balance: The "half-naked" male figure is placed at the center of the frame.

Grouping: The words are fit and cropped inside the male figure's body. Also the all caps bold texts "WEAR THE PANTS"  along with the brand name Dockers and the logo are grouped on the top left to draw attention to them. 

Visual frequency: The texts inside the male figure can be said to have visual frequency because the distance between them are close to identical. 

There is a lot going on in this Kohler magazine ad. Unlike the Dockers cargo pants ad, this has a decidedly feminine feel to it. The ad depicts a wedding reception venue in which two scratched up bridesmaids in torn dresses are fighting over a bouquet and using champagne bottles as weapons. What immediately draws attention is a pretty blue sink being used as a champagne bottles holder. Then your eyes are drawn to the bridesmaids then to the upper right black box which says, "Chill, ladies. Take a clue from our entertainment sink that chills champagne". 

Analyzed through the design criteria from Mediapedia, this ad reflects balance, symmetry, figure and ground relationship, direction and mirroring. 

Balance: The sink is placed at the center of the frame; a classic theory that the most important object is placed at the center. 

Symmetry: This ad can be described as having symmetry because the bridesmaids are horizontally aligned and the sink and chandelier are vertically aligned.

Figure and ground relationship: Although the eyes can easily be drawn primarily towards the bridesmaids, the figure is actually the sink. The sink is located front and center while the bridesmaids (although prominent in their own rights) are actually part of the background. 

Direction: The way the two bridesmaids are 'meeting' in the middle helps draw the eyes down toward the sink. 

Mirroring: Although the two bridesmaid figures are not identical, they are close enough to engage the eyes in comparison. It's a typical mirroring position with the two figures meeting in the middle axis from the left and the right side.