In this ad, Pepsi effectively uses all of the
advertisement strategies discussed in the CRAP reading. The first one,
contrast, is used very well. In the writing, the word “new” is in a darker
shade of blue, which makes it stand out and emphasizes a word that is likely to
attract more people to the same Pepsi they've been drinking for years, but in a
“new” exciting can. Contrast is also used with the colors in the ad. They only
use their logo colors on the model and the can, and then they use a lighter
shade of blue to make those logo colors “pop” and stand out. The coloring is
also used as repetition – they use the colors from their logo in other parts of
the ad. The blue is in the writing and the background, the red is in the model’s
sunglasses and lipstick, and the white is in her dress. This keeps those Pepsi
logo colors in the viewer’s heads, as well as keeping the ad from getting too cluttered.
The ad is also aligned very well. The model drinking the Pepsi forms a triangle
shape, which provides a very balanced feel to the ad. Lastly, the proximity of
everything in the ad is also effective. Everything in the picture is connected,
except for the writing, which isn't too far away from the main image to seem
awkward. They use they space very effectively, creating a good balance between
the background blue and the main image and writing.
I agree that this ad is effective. The aspect that immediately jumps out at me is the use of color, which is an example of contrast. The way that the red and white stand out against the predominant use of blue is very visually appealing. I think that the way they make new contrast with the rest of the phrase is also a strong use of contrast. Also, the soda can contrasts nicely with the background, giving the product the attention it needs. I think the use of alignment is also interesting. I like how they have "the new skinny" against the edge of the page rather than centered because it captures my attention.
ReplyDeleteAlong with the observations that Jennifer made about this ad's design, the most effective technique used here is the alignment. The positioning of the upright woman, drinking out of a tall straw, that goes into the remodeled skinny Pepsi can create a sense of height and slenderness. Not only do the alignment of these slender objects form a direct line leading the eye from the woman right to the Pepsi product, but it also gets to the main point of the ad--this remodeled skinny Pepsi can now represents the diet Pepsi inside of it. Therefore, you can now be as fashionably skinny as the model in the image and still enjoy the taste and sleekness of a diet Pepsi.
ReplyDeleteMoreover, the vertical text ("the new skinny can") is aligned with the Pepsi bottle. This creates unity in the ad. Even the font is the same as the font for "Pepsi" on the can.
ReplyDelete