This advert is effective owing to
a carefully composed image. The
positioning of the hand opening the
door in the foreground is suggestive
of a shocking scenario. It’s worth
considering the use of shock tactics:
too little can be ineffective, too much
and you might alienate your audience.
Here the balance seems well judged.
The posture of the child in the advert
was in draft versions, and the student
was able to clearly explain his ideas to
the model. The fan is also purposefully
placed, nicely balancing the hand on
the left and channelling attention to
Chris Wells, The
Robert Smyth
the child in the centre of the image. School
This advert again shows that a strong
image can demand attention. Here
the incongruity of the heart in the
pint glass creates an enigma which
forces the audience to investigate
further. The efforts of the student in
this case are repaid double in marks
awarded: clearly the props have been
well prepared (planning), and the
advert is successful as a consequence
(construction). When producing your
own adverts plan meticulously so that
you can construct images which are
Scott Dillon, The
rich in meaning. Robert Smyth School
This campaign is effective owing
Jenny Holder,
The Robert
to its clear sense of unity, achieved
Smyth School
through the layout, the composition
of the images (note the space for
copy), the colours, the fonts and the
use of quotations. The first three
adverts make excellent use of close-
up photography of items commonly
associated with childhood but here
made menacing largely through
the use of the anchoring copy. The
quotation marks are also consistently
used and subtly alter the perspective
through the campaign. The final advert
demonstrates that creating campaign
consistency does not have to mean
producing the same advert several
times; it adheres to the campaign’s
visual style in every respect apart from
the shot distance employed, and in
doing so indicates a progression of the
message.
english and media centre | February 2008 | MediaMagazine 51
MM23S&
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