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VISUAL TECHNIQUES in ADVERTISING

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by

Mr Abood

on 13 November 2013

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Transcript of VISUAL TECHNIQUES in ADVERTISING

VISUAL TECHNIQUES in ADVERTISING
FONTS

By repeating specific images (for example, a logo) advertisers are able to connect the viewer to a specific motif. Repetition in advertising creates a familiarity with the product and branding.
REPETITION
COLOUR
Advertisements use colour to appeal to the audience. Different colours create different feelings for the viewer. For example, red can mean anger, or love. Red might be used for a Valentine's Day ad to set a romantic tone but it may not be so good for an ad for a relaxing holiday.
DIRECT GAZE
A demand is made through direct gaze when a figure gazes directly out of the page at the reader, demanding a response. It involves a person making eye contact with the viewer.
GIVEN AND NEW
Sometimes, advertisements look like they can be split into two halves with an imaginary line down the centre. The product either makes that known thing better, or solves that known problem, which makes us want to buy it.
BODY LANGUAGE
Facial expressions, gestures, stance or position can convey the attitude, feelings or personality of the individual shown. Take note of the direction of the subject’s eyes. Positioning the subject in interesting and meaningful ways can entice the viewer to buy the product.
COMPOSITION
What is included is deliberately placed (also applies to what is omitted). Consider all inclusions and omissions e.g. surroundings, objects, clothing etc. Advertisers consider the placement of each element of the ad.
RULE OF THIRDS
A composer of an advertisement can divide an image into thirds from the top and sides and look at the placement of people and/or objects. An object in the top third is usually empowered whereas anything in the bottom third is disempowered. This can help to create the feeling of a superior product.
SALIENCE
The part of an advertisement that your eyes are first drawn to in the visual. Colour, image and layout determine what the salient image is. This is the focal point of the ad and often leads the viewer to a specific message.
VECTORS
The line that our eyes take when looking at a visual. Composers deliberately direct our reading path through the vectors. E.g. If all of the subjects are tall, long and upright our eyes follow straight vectors that lead to the top of the frame. Vector lines guide our eyes to the most important information of an advertisement.
SYMBOLISM
The use of an image to represent one or more (often complex) ideas. By using symbolism advertisers are able to link a deeper meaning or message to the selling power of a product.
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