our experience of reading read the copy to find the
books. When we read this solution to the enigma. The
image the eye naturally copy is on the intersection
falls to the spoon, as a hard between the top and right-
metallic object surrounded hand thirds, and the girl’s
by softness. Its vertical face is on the intersection
positioning leads the eye between the bottom and
down the page and to the right-hand thirds. The
eyes of the baby, and then umbilical cord, making it
to the slogan and on to the clear to the audience that it
copy. The last thing we look is a womb (representative
at is the Barnardo’s logo. of Barnardo’s), is along the
In Western culture, this is imaginary left third line.
generally a conventional However, Barnardo’s
reading path; top left to most recent campaign,
bottom right. ‘Believe in Children’
Barnardo’s followed the (see right and above)
highly controversial ‘Silver completely breaks the rule
Spoon’ campaign with the of thirds, and disrupts the
similarly challenging ‘New natural top left to bottom
Life’ campaign (see page right reading path. The
46). result is unsettling, and
This time, the rule this preferred reading is
of thirds is used more reinforced by the use of
consistently. The slogan white space, the close-
draws the eye and creates up of the subject, and the
an enigma, encouraging extra-diegetic gaze.
the audience to study the Rule of thirds: The
image in more detail. The composition of the ad
focus is soft and colours are completely rejects the rule
warm, contributing to the of thirds, and purposely
initial sense of cosiness and sacrifices any sense of
security. But the image is of familiarity on the part of
a womb, and the adolescent the audience. The image
girl inside is clothed. It is is split with a hard vertical
an incongruous image line down the centre, and
that draws the audience to a soft horizontal line across
english and media centre | February 2008 | MediaMagazine 45
MM23S&
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