This Yoga Center ad is a strong example of
the CRAP principles through its visual appeal, its simplistic presentation and
the underlying humor of the medium by which the ad is presented - a bendy
straw. The contrast in this ad is very simple and understated. There is a great
deal of "white space" in this ad in the form of a grey background.
The focal point of the ad is a white bendy straw with a woman contorted into a
yoga pose thanks to the flexible part of the straw. The plain background and neutral
colors emphasize the woman on the straw and the words "Yoga Center,"
letting these differences speak for the ad. Repetition is not as large of a
part of this particular picture; instead it is more "repetition"
through the unifying presence of colors. The vast grey background is the
background for the entire ad. The only other colors in this ad are the white of
the straw, the repeated black of the text and the woman's clothing, and the
flesh color of the hand holding the straw and the yoga woman's exposed body. The
viewer's eyes are drawn to the multiple occurrences of black because it is the
only dark color in the piece, causing repetition to be effective in this
scenario.
The alignment in this ad gives of a clean look and is appropriate for what it is
advertising. The straw is at the correct angle so that the bend at the top perfectly lines up with where a person would be bent if they were achieving this yoga pose. The perfectly diagonal alignment of the straw and the text give this ad an uncluttered, Zen vibe that is beneficial in promoting the practice of yoga. Lastly, the proximity of the text to the flexible yoga woman creates a relationship between them and causes viewers to look at one and then directly at the other. Proximity is not as important of a principle in this piece because there is not a great deal of competing information in this particular ad. Such a simple ad works in this context because it is advertising an equally simple practice, yoga. The clean lines, neutral colors and few focal points, as well as the amount of white space, echo the Zen theme Yoga Center is trying to portray.
Overall, the simplicity and calm quality of this ad both effectively draw the viewer's eye towards what the company wants to be seen and advertise the Zen atmosphere of Yoga Center. Through the CRAP principles, and an undertone of humor, this ad is enjoyable and effective.
I also completely agree on the effectiveness of this advertisement. It is visually very interesting and this would be the kind of ad that would catch my eye in the midst of flipping magazine pages to figure out the company and their message. What I find to be intriguing in this ad is the size of the image on the large background of white space. This contrast is very appealing because the tiny lady inside the straw catches my eye just enough to make me stop and search for more. Then, the proximity of the text right next to the lady, just as Olivia noted, does a great job grouping the intriguing image and the yoga company's name together.
ReplyDeleteOverall, this was one of my favorite ads because I found it to be very unique, organized, and visually interesting. This piece definitely works with all the CRAP criterion.
This advertisement really stood out to me. It's an unexpected and interesting approach to advertising for a yoga studio, instead of a cliche lady on a yoga mat in the lotus position. The reader has to look carefully to see what's on the straw, and that draws them into the advertisement itself. The contrast between the largeness of the human hand and the small yoga woman is humorous and effective. The company name is text is delicate and possibly too small, but it makes sense to include it on the straw as well.
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