CRAP Analysis of Coca-Cola Ad

The advertisement that I chose to do a CRAP analysis on is this depiction of a Coca-Cola product.  This ad exemplifies each of the four design principles discussed in the article.  To begin with the “C”, this image has contrast because of its bold difference between the white background and the red shapes making out the shape of the Coke bottle.  This contrast immediately draws the viewers’ eyes to the company’s product, a Coca-Cola bottle, which is meant to be the focus of the message.  The “R” for repetition is achieved through the continuous use of the color red throughout the entire piece, as well as the use of cursive font in all of the text.  This repetition of similar aspects makes the piece consistent and unified as one work of Coca-Cola.  Alignment, or “A”, is also represented in this ad because of the consistent centering of all the pieces in the ad—the text on the bottle, the text on the bottom, and the bottle itself are all in the middle of the ad space.  This brings immediate balance to the image and makes the visual pleasantly organized.  Finally, the “P” for proximity is definitely evident throughout this ad.  Inside the boundaries of the Coke bottle, there are a bunch of smaller images that represent what one would probably imagine as “American classics”.  Although each image can be classified in this greater category of “classics”, the proximity or grouping of these pictures further aids this relationship, along with their affiliation to the Coca-Cola Company.  Thus, the company, and its product, that the bottle represents is just as much of a “classic” as the images that make up the design and contour of the bottle.  With all of these principles combined, Coca-Cola successfully draws the viewer’s eye to the center of the page, containing the product, and then down to the text explaining the significance of the image above.  With all this, the advertisement certainly achieves the message “a classic (such as Coca-Cola) never goes out of style”.