Ad Campaign Reverse Engineer

https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwipiPObqZTjAhWGMd8KHZ1gCL4QjRx6BAgBEAU&url=%2Furl%3Fsa%3Di%26source%3Dimages%26cd%3D%26ved%3D2ahUKEwipiPObqZTjAhWGMd8KHZ1gCL4QjRx6BAgBEAU%26url%3Dhttps%253A%252F%252Fwww.avpcbarbadas.com%252Fpuma-ad-TT31739.html%26psig%3DAOvVaw1RDmOyL5xc3hLWvDj0wf_1%26ust%3D1562091160880061&psig=AOvVaw1RDmOyL5xc3hLWvDj0wf_1&ust=1562091160880061

https://www.google.com/imgres?imgurl=https%3A%2F%2Fimages.pexels.com%2Fphotos%2F2062342%2Fpexels-photo-2062342.jpeg%3Fcs%3Dsrgb%26dl%3Dadult-band-casual-2062342.jpg%26fm%3Djpg&imgrefurl=https%3A%2F%2Fwww.pexels.com%2Fphoto%2Fman-standing-near-red-wall-2062342%2F&docid=a2UfoNdxY8DBdM&tbnid=igUNyqogVip6xM%3A&vet=10ahUKEwjiwqjttZTjAhUrWN8KHeadDYMQMwixAigTMBM..i&w=6240&h=4160&bih=789&biw=1600&q=puma%20shirt&ved=0ahUKEwjiwqjttZTjAhUrWN8KHeadDYMQMwixAigTMBM&iact=mrc&uact=8

Introduction

For this assignment, we will be using the ads that we had from this last assignment. I have chosen to do my ad over Puma. The first picture you can see a woman jumping with her puma gear on. I got this image from Google Images under the section where the pictures are labeled as available for reuse. This way, it won’t be illegal for me to use it, which is great! The first picture was labeled at “Puma Ad” and the second picture was labeled as “Man in front of a red wall” The second photo was also found under that same section so that it would be okay for me to use it. I notice that the resolution doesn’t look great on the second picture just because I expanded it. You can find the link for both images above. Designer information wan’t given for either photo.

Design and Color

The color on these ads are very simple as you can see. The only colors are white, gray, and black. These images contrast one another very well due to the color scheme. If you look at how the yellow circles compare to the blue circles, you will notice that the colors are total opposites and they blend well together. The red circles are showing the gray background which blends the white portions and the black portions well.

As one can see, I did my best to align these two images so that someone could tell that they were both made by puma. The “ForeverFaster Puma” phrase is in the bottom right of the first image, and in the second image it is in the top right just because it looked better there. I also tried my best with the repetition as well, because I tried to make the colors contrast together on the second photo, like the designer did with the first photo.

As for the proximity of the two photos, you can tell that the Puma phrase and logo are fairly close to the person in the picture, but they aren’t too close to where it is distracting the viewer from the message they are trying to make.

Typography

The typography is very interesting in these two ads. It starts as a serif with the first word, then with the second word it looks like that same font is just bolded, and then with the third word it goes to a sans serif Puma logo. It’s like Puma wanted to get a little more extreme with every word that they put on their ads. I think it’s pretty smart though, because it really sticks out to the viewer’s eye.

Conclusion

I really enjoyed these two assignments that we were able to do this week. As you can see, I’m terrible at Photoshop right now, but I’d like to think that I’m learning more and more every week about it! These two ads work together because they both follow the same pattern and theme. All of their colors are the same, and they both feature people who have Puma gear on. They both want to relay the message that with Puma you can be faster at whatever you do, and that is why they go well together!

Typography is in a Relationship With Photography?!?

The photo that I have decided to use for my Reverse Engineer post, was taken by a woman named LaCetra Booker for an article that was was found in the New York Institute of Photography magazine. I found this article at https://cecebooker.myportfolio.com/magazine-4-page-spread

Category Identification

As seen above, you will notice that there are words circled in yellow and the other words are underlined green. The words that are circled yellow are a modern style. The letters are very simple yet elegant. The letters are thin and completely vertical. As for the words that are underlined in green, they are characterized as a sans serif style. If you look closely, you won’t be able to find any serifs anywhere. The letters are bold and bulky.

Typeface Contrast

Look at these two circled letters. Just by looking at them, one can tell that they are obviously different in their font size, weight, and style. As mentioned in the above paragraph, if you look at the letter circled in yellow, you will be able to tell that it has a very modern type style. This contrasts with the letter that is circled in green, because the second word is much thicker and larger than the word that precedes it. This is why the human eye has no problem of finding it on the page.

Depth of Field

As you look at this photograph, you will notice that the plant really pops out at you. This is accomplished due to the background of the plant. You will notice that it’s blurry and it’s rather difficult to see what the background is. It also helps one’s eye to see it better because the leading lines on the plant are satisfying to look at.

Alternate Images to Look At

I have chosen these three images, because the article that I have used above is about how black and white photos can be so beautiful and fun to look at. Any photo can be seen as beautiful depending on who is looking at it. I chose these three photos because they follow the Rule of Thirds, and the leading lines on them are noticeable and fun to look at.

The Colgate Effect

The image, which is shown above, that I will be analyzing for my reverse engineer post, is an ad from Colgate which is promoting their Advanced Colgate toothpaste. I originally found this ad on google images, but the ad is originally found on
https://www.scoopwhoop.com/humor/stupid-indian-ads-2/#.m6pjr90lj , in which the author talks about different cliches in certain ads.

Contrast

There are a couple different examples of contrast used in this ad. As you can see, the Colgate toothpaste is put in front of a red background which makes your eyes naturally wanting to look at it because of the different colors that the tube of toothpaste has to offer. Another element of contrast is evident in the text because the word “Recommended” is a tan color compared to the other words which are white.

Proximity

As for the element of proximity with this ad, one can notice that everything in this ad is close together, thus creating a lot of blank space on the outside of this image. One’s eyes don’t feel like they have to wonder around the whole picture, because it is already easy to see without searching for content.

Repetition

The most obvious form of repetition in this ad is the way the author placed the text. If you look really closely, you will be able to notice that the words “Recommended” and “By Dental”are slightly bigger than the words “Toothpaste” and “Professionals”. If a person isn’t looking hard enough, then all of the words look like they are the same font and size.

Alignment

This ad is very interesting in its use of alignment because in order to understand the ad, your eyes have to look at the giant #1 before you can read what’s underneath it. You can see that the words underneath are all aligned left so that the tube of toothpaste and the #1 are taking most of the space on the ad.

Color

Colgate does very well with keeping their ads easy to remember and using a simple design so that their audience can always recognize them. They usually use a red background to their ads, because on their tubes of toothpaste, a red background is used behind the word “Colgate”. The white and tan text makes it very easy for someone to read and the background makes the toothpaste even more noticeable and appealing to the eye.

Colgate is a company that always makes their ads proficient and simple for their audience. They aren’t very flashy, but they don’t need to be in order for people to recognize their brand. The analysis can be studied very clearly and you can tell that they put a lot of thought into making their brand stand out. By using all of the elements mentioned above, they have created a great advertisement!