As mentioned in the last lecture, we have discussed about the layout of some advertisements. We have also gone through the ideal/real and the given/new idea. So I try to use this concept to read some print advertisement and I find there are some interesting points.
Now, let’s read two print advertisements first.
(Source: http://copyranter.blogspot.com/2011/01/todays-ads-thatll-make-art-directors.html)
In the advertisement of Faber Castell, it wants to convey that by using its colour pencil, people can paint as good as the real one. So the dog has a colour pencil as its body. In this ad, the logo of the company is located at the bottom right. This matches with what we have discussed in the lesson. The ad uses the ideal/real layout. The dog in the ad is the ideal concept; the bottom part of the ad has the real idea and introduces the brand of the colour pencil.
(Source: http://copyranter.blogspot.com/2011/01/todays-ads-thatll-make-art-directors.html)
In the advertisement of Faber Castell, it wants to convey that by using its colour pencil, people can paint as good as the real one. So the dog has a colour pencil as its body. In this ad, the logo of the company is located at the bottom right. This matches with what we have discussed in the lesson. The ad uses the ideal/real layout. The dog in the ad is the ideal concept; the bottom part of the ad has the real idea and introduces the brand of the colour pencil.
(Because of copyright, this picture cannot be posted, and it has been deleted)
However, in the advertisement of Johnnie Walker, the situation is different. The brand is located at the top right hand corner while the slogan and the product are at the bottom left of the ad. These contradict what we have discussed in our lecture.
(Because of copyright, this picture cannot be posted, and it has been deleted)
However, I think the two layouts are different because the design of the two ad are different. The design of the ad of Johnnie Walker encourages readers to read as the marked arrows. So the logo and the product are located in a particular area.
Happy reading!
Julia, thanks for your investigation so I understand the knowledge behind advertisements. Promotional articles include visual design and communicative purposes.
回覆刪除Very interesting advertisements on the colour pencils! And a very good example of considering the ideal side and the real side :D
回覆刪除Actually for the first eye I almost messed up as a chicken,considering the pencil tip! I get the whole image as a "REAL"! :D
Hi,
回覆刪除By posting the Johnnie Walker print works on your web page, you have infringed on the copyright of Leo Burnett Taiwan. Please contact me immediately for further information.
please contact me at amber.hsu@leoburnett.com.tw