Visual Rhetoric - Adrian McClure

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Jeep Ad Lego Ad

From p. 15 of The 4 Principles of Design, by Robin Williams

 A particular design element is emphasized through the use of contrast in type, color, size, line, thickness, space, shape, etc.

 Directs the viewer’s attention Metropolitan Life Ad

 Visual elements are repeated, such as color, shape, texture, spatial relationships, line thickness, size, and font  Helps strengthen organization and give visual unity IPhone Ad

 Visual elements are connected by their alignment horizontally, vertically, diagonally, radially, etc.

 Creates sense of order or dynamic tension Ipod Ad

 Related items are grouped together so as to become a visual unit  Helps organize information and reduces clutter British Airways Ad

HOW ARE THE PRINCIPLES OF CONTRAST, REPETITION, ALIGNMENT, AND PROXIMITY OPERATING IN THIS AD?

• Trying to sell product Ads Both • BOTH ARE AIMED AT PERSUATION • BOTH TARGETED TO PARTICULAR AUDIENCE • Trying to change attitudes or behavior PSAs Both genres use visual, textual, and auditory rhetoric aimed at persuasion; both targeted to particular audience.

Moreover, their purposes, while distinct, can sometimes overlap.

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