ANALYSIS

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PRIN

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DESIGN

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3 METHODS OF PERSUASION

Ethical- Arguments grounded in convincing the audience of credibility and authority

Emotional- Arguments grounded in affecting the audience emotionally

Logical- Arguments grounded in logical reasoning.

Advertisers often start by choosing one of these methods for the basis of their strategy, and then expand to a specific approach based on the audience they are targeting.

ETHICAL? EMOTIONAL? LOGICAL?

Barilla Pasta

http://www.youtube.com/watch?v=Gj7ITz-dxMI

Which Method of Persuasion is this ad using?

TARGET AUDIENCE

Refers to the group of people an advertiser is intending to affect with the ad.

Advertisers generally rely on STEREOTYPES (broad, common assumptions based on demographics) to affect a wider audience than narrow appeals do.

Example: The Barilla Pasta is targeting women, specifically younger, single women.

A secondary audience would be men who want to impress young, single women

STRATEGY

Refers to the specific approach advertisers employ based on the method of persuasion they have chosen to best affect their target audience.

Example: The Barilla ads chose an EMOTION based argument, with a TARGET AUDIENCE of women, with a STRATGEY of promising them romance if they eat/buy Barilla Pasta .

*REMEMBER*

When viewing/creating your ads keep the Elements of Narrative, we’ve been working on, in mind.

Particularly: Characters, Plot, Setting, & Conflict

These elements all serve the advertisements overall aim.

PRIN

CIPLE

S OF

DESIGN The principles of design

govern the relationships of the elements used and organize the composition as a whole.

The designer's purpose and intent drives the decisions made to achieve harmony between the elements.

SELECTE

D ELE

MENTS O

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ART

DE S I G

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L E ME N

T S AR

E TH

E BA

S I C

UN

I TS O

F A V

I SU

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T HE S E

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T S IN

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DE :

C O L O R - T H E W A Y L I G H T R E F L E C T S O F F A S U R F A C E , O R I N C O L O R E D L I G H T S O U R C E S .

V A L U E - R E F E R S T O T H E R E L A T I O N S H I P B E T W E E N L I G H T A N D D A R K O N A S U R F A C E O R O B J E C T A N D A L S O H E L P S W I T H F O R M .

F O R M - A N Y T H R E E D I M E N S I O N A L O B J E C T .

S H A P E - A N A R E A T H A T S T A N D S O U T F R O M T H E S P A C E N E X T T O O R A R O U N D I T D U E T O A D E F I N E D O R I M P L I E D B O U N D A R Y , O R B E C A U S E O F D I F F E R E N C E S O F V A L U E , C O L O R , O R T E X T U R E .

S P A C E - R E F E R S T O T H E D I S T A N C E S O R A R E A S A R O U N D , B E T W E E N O R W I T H I N C O M P O N E N T S O F A P I E C E .

T E X T U R E - P E R C E I V E D S U R F A C E Q U A L I T Y

UNITY, HARMONY, & CONTRAST

Unity- refers to a sense that everything in a piece of work belongs there, and makes a whole piece.

Harmony- is similarity of components or objects looking like these belong together. Harmony may be visually pleasing and harmony is when some of the objects like drapes and couches share a common trait. A common trait between objects could be: color(s), shape(s), texture, pattern(s), material, theme, style, size, or functionality.

Contrast- is the occurrence of differing elements, such as color, value, size, etc. It creates interest and pulls the attention toward the focal point.

REPETITION, VARIETY, & BALANCE

Repetition (rhythm, pattern): The recurrence of elements within a piece

Variety (alternation): The use of dissimilar elements, which creates interest and uniqueness.

Balance: A sense that dominant focal points don't give a feeling of being pulled too much to any specific part of the artwork.

Balance can be achieved by the location of objects, volume or sizes of objects, and by color. It can also be achieved by balancing lighter colors with darker colors, or bold colors with light neutral colors.

A1

A2

B

A: RepetitionB: Variety

EMPHASIS

Emphasis refers to areas of interest that guides the eye into and out of the image through the use of sequence of various levels of focal points, primary focal point, secondary, tertiary, etc.

Emphasis or dominance of an object can be increased by making the object larger, more sophisticated, more ornate, by placing it in the foreground, or standout visually more than other objects in a project. The primary focus point or area receives the largest emphasis in a room.

EMPHASIS

IS

CREATED

BY

USE OF:

THE RULE OF THIRDS

By dividing an artwork with evenly spaced horizontal and vertical lines - two of each, creating 9 parts -, the intersections of these lines are to be sought after as the most preferred focal points of an artwork or photograph.

at these points, the eye has the best perception of the main object in relation to the surrounding objects.

applying the rule of thirds to an image, stresses the focal point and turns a dull image into something more interesting.

RULE OF THIRDS

RULE OF THIRDS

EYE MOVEMENT MANIPULATION

The way the viewer’s eyes move across an image.

Entry- The point where the viewer “enters” the image.

Sweetspots- points of highest visual interest

Pointers- points that direct the eyes movement

Exits- Where the eye leaves the image– ideally on the product

1

2

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1: Entry/pointer2: Sweetspot3: Exit

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VISUAL S

TRAT

EGIES

SHOCK

HUMOR

SEX

HAPPINESS

http://www.youtube.com/watch?v=grB6Hm_NI4Q

http://www.youtube.com/watch?v=NY4IFmO6oPU

FEAR

SLIDESHOW

AVA

ILABLE

ON COMPO

SE YOURSELF

101!!!