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Ex – advertising image

Rip out an advertising image from a newspaper supplement and circle and write on as many parts of the image as you can. Comment on what it is, what it says about the product and why you think it’s there … (OCA C&N, p 101)

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Ad from British Horse Society Magazine
Ad from British Horse Society Magazine

Drawing on this ad helped me to better read it – note taking for images? The ad is for horse wormers – horses can be delicate creatures and worms can have serious consequences. Observations:

  • The main element is a trojan horse, connoting war and hidden danger. War echoes the call to ACT NOW (urgency) against worms (the hidden danger).
  • The ad is visually well-balanced – I see 1/3rd and 3s throughout; in dividing the textual information and the image areas; between the ground and the sky; and in the vertical alignment of elements. It has a clean, organised feel.
  • The diagonal line of the horse’s back directs the eye to the brand name of the product.
  • The image moves from dark, threatening skies, through ACT NOW, and lighter, calmer scene in the foreground, underpinned by the product information. Things were bad, but if we use the product, everything will be okay.
  • The icons illustrating the action steps for the product provide a bridge between the image and the text – helping the eye transition between the two parts of the ad.

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