CHAPTER 7: Approaches
In Chapter 7, the Sony Espana “Hand” ad by Saatchi & Saatchi was the most interesting to me. It uses the demonstration approach by showing a hand that is holding the camera, yet you cannot see the camera because it is so small; which is the benefit they are trying to convey. This is normally a hard task to complete within a print ad, but this Sony ad displays it in a very simple and pleasing way. This ad reminded me of some of Apple’s first iPhone ads where they were focusing on the brilliance of their touch screens. Apple’s “Touching is believing” print ads show the in-use of the featured product benefit, a touch screen. This ad is also simple in design and copy just like the Sony ad. Only this ad may not catch the attention of the audience as well because Sony’s has some degree of shock in it because the actual image of the product is hidden.
CHAPTER 8: Typography & Visualization
In Chapter 8, the advertisements that stood out the most to me were the “Turn Around” poster series ads for the Turn Around Inc. This series of advertisements uses simple shapes and colors to create cut-and-paste type images that all construct their own message on abuse. The use of simple, child-like images helps convey this message because it is an extremely dark and scary topic so it helps to lighten the mood a bit to get people to feel sympathetic rather than scared away from the topic. I recently saw another advertisement that used child-like images to convey a serious matter. The Chicago Children’s Advocacy Center put out some billboard ads that displayed a teddy bear covering its eyes. The copy read, “No one should have to witness the sexual abuse of a child.” I believe that this ad is pretty effective in getting a serious message across while doing it in a more sensitive way; as done in the Turn Around ads.
CHAPTER 9: Composition
In Chapter 9, the “Melted People” print ads for Graeter’s Ice Cream caught my eye the most. These ads are examples of image-driven composition. The giant ice cream cone and the melted person’s clothes are at the focus of the design and message of these ads. Even though the copy is less important it is still necessary and greatly ads to the overall message of the ad. These ads reminded me of the Heinz “Hot Ketchup” ads where the end of a french fry is burnt because the ketchup is so hot. The Heinz ad is like the Graeter’s ads because it is also image-driven. Although, this ad has no copy the message is still strongly present through the main image and the secondary image of the product.
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