In the “Mincer,” “Film,” and “Typewriter” for La Cucina Italiana, there is a combination of kitchen supplies and office supplies to signify what kind of content is in the magazine. These ads are very clever using the merging technique. This is when you combine tow related or unrelated objects or visuals to create a whole. I thought this ad did a really great job doing this because it picked the certain objects used to merge in such a flawless way. For example, in the film one, the noodle looks enough like film that coming out of the film canister it looks very much like film. Same goes for the pencil in the “pencil sharpener” and the typewriter. There is just enough contrast that it looks off, but at a quick glance it looks as if everything is normal. This kind of advertising really makes the viewer take a second look at the product and can even cause humor.
The ad that reminded me of this kind of advertising was a McDonald’s ad I found. Here the man is reading a newspaper and has it up in front of his face. He is covering just enough of his face that the image on the opposite side of the newspaper seems to create the image that he is eating food from McDonald’s. This is a very clever ad adding these two things together because the look of a man reading a newspaper is not unusual. However, the image it creates makes the viewer think about what is actually going on in the picture. I thought it was a great use of merging two objects into one.
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