advertisement and web analYsIs
B y :
l y d i a
e .
r o d r i g u e z
CONTENT LINE LINE ANALYSIS SHAPE SHAPE ANALYSIS TEXTURE TEXTURE ANALYSIS BALANCE BALANCE ANALYSIS CONTRAST/EMPHASIS CONTRAST/EMPHASIS ANALYSIS UNITY UNITY ANALYSIS COLOR COLOR ANALYSIS VALUE VALUE ANALYSIS
L
INE
What
is the product or service being advertised?
The product being advertise is Brooks DNA’s running shoes.
LINE
is being used in the design to:
Create a mood
Create texture through illustration
Describe
how this advertisement uses
LINE.
The designer of the advertisement created an athletic magical mood that is well presented on the lines holding the shoe up in the air. The lines effects connecting back, side and front of the shoe represent the stability and balance the Brooks DNA’s shoes will cause in a runner that would use it. Simply put, you can expect soft comfort when you want it, firm support when you need it. The lower part of the floor lamp which is the source of the line effect on the advertisement give an appearance of low pace energetic flame, which could mean the running shoes that does not have the attributes Brooks DNA’s have. The upper side of the lamp invites the audience to a change of speed with Brooks DNA’s running shoes. The smoke effect on the lines coming up from the upper part of the floor lamp creating male and female athletic figures in a running position towards different directions gives that texture feeling of how light, comfortable and fast an athlete can feel by using the Brooks DNA’s shoes. The line effect that reflects towards the clothing and the shoes of the people united in the circle make them look amazed of the magical feeling they are experiencing, while the magician inside the circle is the creator of the great experience they are receiving by using the Brooks DNA shoes. The text at the top “INVOKE THE GHOST” filled with a blue color with a white line around it ending at the bottom with small lines giving the look of baffling that many people will go for it to find out how good or how great the product can be. The second part of the text “AND SUCCUMB TO BROOKS” invite the audience to surrender to the product. The creator of the advertisement knows that athletes want the best product in the market that they will feel comfortable while running whether they run fast or slow the shoe proves to have versatility, it comes for both men and women. The last part of this text “d n a” with a weave line in the back give a sensation of how great the experience can be if the audience all became believers of what the Books DNA’s running shoes could do for them.
Please describe design.
the effectiveness of the use of
LINE
in this
Do you think it works well, and why? The Brooks DNA’s shoes advertisement have a line design that manifest the meaning of the publication “You the audience would not find a product that will provide your needs better than ours”. I think that the advertisement is direct and to the point and fulfills the marketing outlook of the product presented to the spectators.
Who
is the primary audience of the advertisement?
The primary audiences of the advertisement are mainly athletes as well
as the people who run, exercise, walk, and that are looking for a good shoe that will make them feel comfortable, light and able to complete daily tasks quicker. The audiences of this product are looking for a shoe that will help them meet their expectation as athletes and suitable The designer of the advertisement created an imaginary Illustration where the sneaker is the Ghost 4. The texts “INVOKE the GHOST” and the ghost images are a play on the actual product name. The designer invites the audience to experience the greatest comfort by using the Ghost 4.
S
HAPE
What
is the product or service being advertised?
The advertisement is about a TV show “Revenge” and that there is no room for forgiveness in this particular story.
SHAPE
is being used in the design in the following way(s):
Photos and illustrations are creating shape through the actual shape and content of the art.
Type is creating the predominant shape
Shape is sustaining the viewer’s interest.
Shape is helping the viewer understand the concept
Shape is leading the viewer’s eye through the design
Describe
how this advertisement uses
SHAPES
The advertisement presentation of the TV show “Revenge” is a photo of a white female dressed in a black dress with thorns. The image has a perspective view at the bottom of the dress creating a triangular shape. The view of the thorns from smaller to larger gives the image a perspective view towards the women. Her dress appears to be taking over, getting power, and able to conquest her purposes. The fact there is a white women, blonde, dressed in a black dress with thorns could mean that she could be as sweet as an angel or destructively bad as evil. The sky view in the background looks clear, but as she gets closer the sky it becomes gloomy. The creator of the advertisement gives the women’s image a look as high as the sky, presenting an evil power and the desire for revenge. The typography “revenge” is the predominant shape that gives the advertisement an interesting point of view with a red font “g” which I ask myself why the creator placed a red “g” on the advertisement. Is it that the revenge will not be completed as expected? Does it represent blood? Will the revenge desire of the women get completed and end? This red “g” leaves the audience an expectation to watch the show and find an answer to their questions. The shape of the entire advertisement creates viewer interest, leading them
to find the reason what the revenge is about. It creates a curiosity in the audience to view the show. Just by lightly looking at the advertisement the
viewer is able to understand the concept. Between the image of the women dressed in a black dress with thorns and the text “revenge� the audience will understand that something wicked bad happened to her and forced her to set out for some kind of justice. The image design has the power to drive the viewer to observe and read over the advertisement.
Please describe the effectiveness of the use of SHAPE in this design. The mysterious settings and the organization the designer used when he created this design definitely will create curiosity in the audience to view this show. The more viewers watch the show the greater ratings the show will have.
Who
is the primary audience of the advertisement?
The main target audience for this particular show will probably be young high school a student to University undergrads and this all depends and various demographics but anyone who likes it will watch it, we can’t speak for everyone. The show more likely will be intended for high school age through middle aged adults. The theme presentation used in the advertisement has an intension to entice the female audience. For example purchasing powers, location, means of transportation, age ranges, family status, and market segmentation. If the advertisement is read carefully the audience will notice the hours the show is going to be broadcast and will realize that the show is not intended for children. Based on the synopsis of the show it may not be appropriate for children and that is left to parent/guardian discretion.
T
EXTURE
What
is the product being advertised?
The product being advertised is H. Stern new stars jewelry collection.
TEXTURE
is being used in the design to:
Create a particular mood or feeling
Reinforce or support the concept of the design
Please
thoroughly
explain
and analyze/describe
how
your
answer
to the
question
this advertisement uses
above
TEXTURE.
H. Stern’s designer is presenting a gorgeous jewelry collection into a wood background, which gives a feeling of touching a rough surface. Cautiously observing the background above the “r and the n” of Stern appears to be scraped with a sharp tool, probably done with one of the tools presented at the top left and right. The designer has the radiant idea of applying wood texture to something impressively fragile as what diamond jewelry represents.
The designer took an advantage by giving a distinguishing engraved appearance to the “H. Stern” text font. The engraved font, the diamond stones at the top and the tools have a unique importance in the advertisement, which can be describe as follows: The texture of the text is a representation of how carefully was engraved into the wood; as if the stones were born from the wood, the diamonds and their side represent how delicate is the star collection, and the tools represent the process and the how carefully the custom star jewelry is being created.
The light in the advertisement enhance the wood texture and give an exceptional touch to the star in the chain, the ring and the stones in the upper left corner. The designer manifest his creation in a simple texture background and to make it more exciting he takes his time to create an engrave signature “Jewelry Art”. The signature itself drives the audience to read and at the same time brings the attention to the ring and the star in the chain. It is incredible that a small and simple signature can cause such an impact.
Please describe the effectiveness of the use of TEXTURE in this design.
Personally I think that the designer of H. Stern custom jewelry was carefully impeccable in the creation of the advertisement and by adding a wood texture
to the design gives the special touch needed to drive the audience to acquire the unique collection. I strongly believed that the designer saw what I can see in the texture of wood, an illustration of hand work which is exactly how
this special jewelry is design. The design presents the beauty of a custom made jewelry that any women will desire to wear. I strongly believe that the design is effective and target the audience to read and to buy, as many women will love to have that special jewelry presented in the advertisement.
Who
The primary audience of this advertisement is all women in general that value the beauty of special jewelry collections.
is the primary audience of the advertisement or website?
B
ALANCE
What
The product being presented is the promise ring from De Beers.
BALANCE
To create a mood.
Asymmetrical balance is reinforcing the message—such as; relaxed, informal, freeform, creative, etc.
To create visual tension by being obviously unbalanced.
Please
is being used in the design in the following way(s):
thoroughly explain your answer to the question above
and analyze/describe in your own words how this advertisement use
is the product being advertised?
BALANCE.
The designer for De Beers created the advertisement in an asymmetry format, giving a mood of intensity, seriousness, gracefulness and romanticism embodied into a black background. The asymmetry of the advertisement gives the ring a perfect appearance of a valuable piece just made for a queen. The exclusive Promise Ring is sitting in a dazzling light expanding around the ring almost as if it taking center stage; pushing the weight to the sides and frontage. The effects of the light drive the attention of the beholder’s eye to the ring and provide significance to the purpose creativeness of this masterpiece. The text at the top and the bottom of the advertisement is a symmetrical format; holding the ring and the light elements. The designer is presenting the ring and the light as asymmetrical format to allow the audience sees the details around the ring. Without doubt he doesn’t want the audience to overlook any outstanding details of the ring specially the brand name engraved inside. The De Beers collections consist of only the best and most elite jewelry pieces that people will keep the eye in jewelry to appreciate. Their high standards when it comes to the quality, appearance, and workmanship are unparalleled. The black background reinforces the advertisement pleasingly giving that feeling of carrying the ring in one special place; as the designer give space for the viewer to value the splendor of the ring. The background stand out the text making it legible and understandable for the viewer to find the necessary information of the places where the ring is available. Using an unusual collection of exclusively natural rough diamonds, carefully collected over a certain period of time, allows this compelling design carefully conceived to enhance the asymmetry of the diamonds as well as the symmetry of the circular medal of white gold. The designer
creates an illustration that assures to surmount a point of sales. Each diamond jewelry design is hand crafted to precisely match the choice of a De Beers. Dispensing with prongs, channels, bezels, a tension setting is a miniaturized compression design so enduring it can last for centuries. Each exhibits visual qualities superior to standard round brilliants, while maintaining a distinctly different appearance.
Please describe design.
Do you believe it works well? Why?
It works well in fact that shows you to not depend on communication expand your message when using pictures, photographs and illustrations. It is better to rely on the layout, each piece, text position; texture can develop any given concept. You can create feeling and moods even with the simplest elements. As you balance and learn to create mood you better your design skills, and enable more effective communication, of your concept.
I believe the designer created a simple design that drives the audience to the focus point in this case The Promise Ring. A signature design ring must present the ideal balance of tradition and innovation. Traditional, classic design elements are combined in new and surprising ways, with details that will draw every eye in the room. At the same time, a design is a family heirloom in the making, so attention is should always be given to ensure the design is timeless and will look as good on your granddaughter as it does on you. The use asymmetry in design allows for more freedom of creativity, because there are unlimited arrangements that may be devised using asymmetrical balance. The way to use asymmetry is by balancing two or more unequal components on either side of the fulcrum by varying their size, value or distance from the center.
If you do not feel it was used well, please explain what you would change?
I feel balance played a large responsibility in Balance being this is exactly what the ring advertisement portrayed.
Who
The primary audience in the market would “Future Grooms,” “Suburban Husbands,” and “Young Working Women.” Men would be the greater priority though because usually they are the ones who do the revelation of proposing. The engagement ring market thrives in the U.S. which is considered a market for Investors’ as well.
the effectiveness of the use of
BALANCE
in this
is the primary audience of the advertisement or website?
C
ONTRAST EMPHASIS
What
is the product or service being advertised?
The products being advertised is the engineered built cameras “Red”
What
The owner of the product is Jim Jannard, owner and founder of sport wear and sunglasses icon “Oakly”. The name of the company is “RED DIGITAL CINENA PROFESSIONAL” and the product “THE RED ONE,” is being advertised in the website at http://www.red.com
CONTRAST
is the name of the company, organization or individual
utilizing this website?
is being used in the design in the following way(s):
Strengthen an idea; support the message.
To create a contradiction (BIG written in very
Contrasting colors
Contrasting values
Contrasting shapes
Contrasting texture
Contrasting typography
Please thoroughly explain your answer to the question above and analyze/describe in your own words how this website use CONTRAST.
http://www.red.com is a website that presents the “The Red One” engineered cameras. The new camera is a unique piece of engineering and the innovated creation requires distinctive presentation to the public with the same impact. The designer is reinforcing the stunning idea of creating a button that contrast with the camera button; it seems that a picture was shot at the button of the camera itself and used it in all the pages to manage the link to go back to the home page.
The contrast found thru the navigation buttons can be notice once each icon is clicked it changes to a bright red color. The designer created a background and a foreground in black and blended with ash grey color that resemble with the color of the cameras. By using this technique the designer allows the red color to be enhanced as the mayor source of contrasting thru the website. The contrast of red color is also found on the slide shows arrows.
Shapes works together simply to create an interest to the website presentation. Shapes are often intermittent by colors changes but it manages to work. The creator of http://www.red.com used the elements of shapes within the website to enhance the product; images, videos, and information for the audience who own one of these new innovations learn how to set it up. In the store page he used shapes to contrast with the image of the product.
small
type).
Please describe design.
the effectiveness of the use of
CONTRAST
in this
Do you think it works well, and why?
Who
is the primary audience of the advertisement or website?
U
NITY
What
is the name of the company, organization or individual
utilizing this website?
UNITY
Please
is being used in the design to:
UNITY.
thoroughly explain your answer to the question above and
analyze/describe how this advertisement or website uses
Please
describe the effectiveness of the use of
UNITY
in this design.
The effectiveness of the use of unity in apple.com brings the audience to explore each
Who is the primary audience of the advertisement or website?
C
OLOR
What
is the name of the company, organization or individual
utilizing this website?
The company presented is The Cold Stone Creamery and the URL is as follows http://www.coldstonecreamery.com
COLOR
is being used in the design in the following way(s):
Creates a mood or feeling
Creates visual tension and movement
Provides unity and balance
Provides structure and forms a grid in a design
Provides a sense of order
PLEASE THOROUGHLY EXPLAIN YOUR ANSWER TO THE QUESTION ABOVE AND ANALYZE/DESCRIBE IN YOUR OWN WORDS HOW THIS WEBSITE USES COLOR.
The designer of Cold Stone Creamery presents a website where red is the primary color satisfying the audience with a mood of life, vitality and heat. He/she also combined it with a small amount of yellow within the text and selected sections of the grids; providing an energy feeling to the website that quiets it down by the use of a gray color in most of the grids which gives a mood of tranquility. The designer managed the solution for the website not to appear too aggressive for the viewer.
As soon the website is log in has a visual tension; intentionally created to keep the audience busy and enjoying the view of the goodies presented thru each page. The logo has a unique presentation of two hands with an ice scrapper scrapping the ice that covers the logo; welcoming the audience for delicious refreshment. There is not much movement in the website; with an exception in the front page that has a creation of a slide show presenting images for the company products.
The designer created all the pages in the website using the same type of grids settings. The detail that makes them look different is the amount of text or the amount of product being added to each of them. The site is well organized and easy for the audience to navigate without losing the message that he/she wants to deliver at the viewer. The website has an asymmetrical balance presenting all the grids horizontally and vertically centered; but the products are placed in different positions without losing
the intention to keep the audience searching and buying. Unity within the setting of the grids, colors, textures, and fonts are well represented
creating unification within all the website pages.
The site creates harmony considering that the designer used a red color that can be very intense if it is not well manage with appropriate colors or effects. The website gives the audience the crabbing for having ice cream accomplishing the purpose of the message.
Describe
The use of colors in http://www.coldstonecreamery.com drives the attention of the audience to navigate and search thru the pages to find their favorite ice cream and to locate the nearest store where they can visit and enjoy the product.
the effectiveness of the use of
COLOR
in this design.
Do you think it works well, and why? Yes, I think it does works well. The red color is the dominant factor in the website; that limits the designer to be more creative by adding more movements or effects. If the designer decided to add more details to the site it would become too busy and it will feel boring and dizzy to the audience. The creation of the website would not persuade the audience to continue searching; instead they would log out as soon they log in. The creation of a website represents the appearance of a business, organization, quality of customer service, and responsibility. If the designer fails to accomplish the presentation of a business; then the designer and the business will fail. Cold Stone Creamery is a very well-known business and many people search for their product and location in the website; letting us know that the designer took the right decisions.
Who
is the primary audience of the advertisement or website?
The primary audience for the website is all the people of all ages.
V
ALUE
What
is the name of the company, organization or individual
utilizing this website?
I am using the Company Sony and their URL is http://www.sony.com/ index.php
VALUE
is being used in the design in the following way(s
Creates a mood or feeling
Creates contrast
Creates movement and direction
Please thoroughly explain your answer to the question above and analyze/ describe in your own words how this advertisement or website uses VALUE. Sony.com is a website that as soon the viewer logs in will be prompted to a login bar and their slogan “Believe that anything you can imagine, you can make real.� The background of the starting page creates a value that makes the text and the login bar stand out. By keeping the viewer in expectation and suddenly are surprised with a quick flash; created with bright yellow and blue colors, with a white circle in the center that gives depth to the flash, and a quick sound. The presentation of the flash comes from the back towards the front brighten up the front with colors that gives the sense that anything they want it can be real; confirming their slogan to the audience and driving them to keep navigating thru the website.
Once the website is completely log in, the audience will be able to observe a black and white background with color shapes that gives an attractive stand out to the product in a stand forward position. The purpose of the designer is to attract the eye of the audience and to keep them busy. The white section of the background blurs forward extending to the sides into a dark blur purple. This effect gives a give the white a bright light effect that represent the product with an elegant appearance and also represent the website with a clean professional look.
The designer presents Sony products as groups and singles; placing them into grids with a blur purple background that makes each product represents themselves with elegance, quality and the image presentation the Sony trademark represents to the world. The grid for the main navigation bar is created with dark black background giving a space of importance to the hue blue text and the feeling of adventure, a strategy use to attract the audience to navigate thru the entire website and search for products accordingly the
their needs. The designer of http://www.sony.com created the website using the colors with blur effects that gives each page a sensation of dreamy environment where the viewer will be driven to buy and to explore each of the products.
Please describe the effectiveness of the use of VALUE in this design. Do you think it works well, and why?
Yes
Value is an important element that presents the website and the product with elegance projecting a high standard of the brand, quality and the company trademark. The presentation of the designer promotes the audience to be assertive by purchasing Sony’s products. The website interconnects with the viewer and administers an impulse to own one or more of their merchandise.
How
colors exhibit these properties. If there is no value in colors set to a website
or print advertisement the publication would not have existence or it will be
a dull presentation and at high risk to fail. If the designer wouldn’t add the
value elements to Sony’s website the communication,persuasion,the eye connection between the audience and the product would be interrupted.
Who
you think it works well, and whyThe value is concerned with the
light and dark properties of the color and all.
is the primary audience of the website?
The primary audiences for the website are young and adult people that enjoy the world of technology