FASHION
ADVERTISING
PORTFOLIO
Visual Paths & Layout Treatment ALISON KOWALSKI
#7
C Pattern MAX MARA
This MaxMara ad features use of the C pattern. The C pattern begins in the upper right corner, circles down and ends at the logo. In this particular ad, the beginning of this pattern begins with the MaxMara logo located in the top right corner of the advertisement. Next, the main focus becomes on the handbag then the model. This visual path displays the C pattern by having the viewers eyes automatically travel to different sides of the ad. Although the logo is typically supposed to end at the bottom left, MaxMara decided to put it in the upper right corner to grab the viewers attention quicker than it would be if they saw it at the bottom of the ad. Harper's Bazaar; New York Iss. 3650, (Feb 2017): 30-31.
Reverse C HERMÈS
This Hermes ad features use of the Reverse C pattern. Similar to the C pattern, Reverse C begins in the upper left corner, circles down and ends at the logo on the lower left corner. In this particular ad, the beginning of this pattern begins with the Icosahedron logo located in the center of the advertisement with some bracelets underneath. Next, a mirror, cone, ballet slipper shoe and a dreidel are displayed with the Hermes logo at the very end. This visual path displays the Reverse C pattern by having the viewers eyes automatically travel to different sides of the ad. Additionally, it shows a process and suggests the idea of movement.
Harper's Bazaar; New York Iss. 3656, (Sep 2017): 81-83.
Straight Vertical CÉLINE
This Céline is a perfect example of the straight vertical layout, which simply displays a straight line from the top to bottom. It captures attention which is then directed downward to the companies logo. This straight down eye flow works well when formal balance is displayed. The position of the model works well, as she is displayed with her body standing away from our view and creates a sense of symmetry. This type of visual path is very standard and allows its viewer to easily recognize all elements of the ad without hesitation. Harper's Bazaar; New York Iss. 3652, (Apr 2017): 4-5.
Silhouette DOLCE & GABBANA
In a silhouette format, the foreground elements are clear and the background of the ad is blurred. This proves to be a clever way to emphasize the product itself while the background is able to suggest the overall product concept. Additionally, it can be used to create a strong fashion statement and is often very subtle to not cause stress to the viewer. In this ad, a D&G handbag is being carried by a drone. It looks as if the background is a stage or fashion runway, and that the main focus or model of this ad would be the handbag. Either way, the blurred background doesn't take away from the focus of this ad but instead enhances it and still allows the viewer to understand what it is although it is blurred. Harper's Bazaar; New York Iss. 3665, (Aug 2018): 15.
Square Zero ESSIE
The Square Zero layout contains the viewers attention and directs it in towards a product. Additionally, it used to surround the product it is attempting to advertise and will even explain any benefits or uses it features. Square Zero can be used effectively when trying to provide product ingredients, color options, or services. This nail polish advertisement by Essie uses this layout by presenting the viewer with the various colors that are carried while also displaying their featured product. It is clear what the focus of the ad is and easy for the viewer to find a shade perfect for them. Vogue; New York Vol. 208, Iss. 7, (Jul 1, 2018): 49.
Mondrian TALBOTS
The Mondrian layout emphasizes the use of proportions rather than focusing on viewers eye flow and creating a direct path for them to follow. Instead, it utilizes a fitted set of rectangles that are featured in a variety of different sizes and will allow the ad to display either many different products or different models. This layout contains no copy between its illustrations and no continuing message from one to the next. A Mondrian arrangement is an easy, logical, workable, effective way to display type and art. This ad is an appropriate example because it is able to communicate several ideas or lifestyles that are offered by the brand and relate to multiple target markets. Harper's Bazaar; New York Iss. 3646, (Sep 2016): 224-225.
WORKS CITED HARPER'S BAZAAR / VOGUE PROQUEST Advertisement: (céline). (2017, 04). Harper's Bazaar, , 4-5. Retrieved from http://cmich.idm.oclc.org/login?url=https://searchproquest-com.cmich.idm.oclc.org/docview/1951029827?accountid=10181
Advertisement: (dolce & gabbana). (2018, 08). Harper's Bazaar, , 15. Retrieved from http://cmich.idm.oclc.org/login? url=https://search-proquest-com.cmich.idm.oclc.org/docview/2087820305?accountid=10181
Advertisement: Essie. (2018, Jul 01). Vogue, 208, 49. Retrieved from http://cmich.idm.oclc.org/login?url=https://searchproquest-com.cmich.idm.oclc.org/docview/2068885827?accountid=10181
Advertisement: (hermes). (2017, 09). Harper's Bazaar, , 81-83. Retrieved from http://cmich.idm.oclc.org/login? url=https://search.proquest.com/docview/1951032049?accountid=10181
Advertisement: (MaxMara). (2017, 02). Harper's Bazaar, , 30-31. Retrieved from http://cmich.idm.oclc.org/login? url=https://search.proquest.com/docview/1951029152?accountid=10181
Advertisement: (talbots). (2016, 09). Harper's Bazaar, , 224-225. Retrieved from http://cmich.idm.oclc.org/login? url=https://search-proquest-com.cmich.idm.oclc.org/docview/1951030644?accountid=10181