ANALYSIS

&

PRINCIPL

ES OF DESIGN

E N G L 10 3 F

A L L 20 1 1

3 METHODS OF PERSUASIONEthical- Arguments grounded in convincing the audience of

credibility and authority

Emotional- Arguments grounded in affecting the audience emotionally

Logical- Arguments grounded in logical reasoning.

Advertisers often start by choosing one of these methods for the basis of their strategy, and then expand to a specific approach based on the audience they are targeting.

ETHICAL? EMOTIONAL? LOGICAL?

Barilla Pasta

http://www.youtube.com/watch?v=Gj7ITz-dxMI

Which Method of Persuasion is this ad using?

TARGET AUDIENCERefers to the group of people an advertiser is intending to

affect with the ad.Advertisers generally rely on STEREOTYPES (broad, common

assumptions based on demographics) to affect a wider audience than narrow appeals do.

Example: The Barilla Pasta is targeting women, specifically younger, single women.

A secondary audience would be men who want to impress young, single women

STRATEGYRefers to the specific approach advertisers employ based on

the method of persuasion they have chosen to best affect their target audience.

Example: The Barilla ads chose a EMOTION based argument, with a TARGET AUDIENCE of women, with a STRATGEY of promising them romance if they eat/buy Barilla Pasta .

*REMEMBER*When viewing/creating your ads keep the Elements of

Narrative, we’ve been working on, in mind.

Particularly: Characters, Plot, Setting, & Conflict

These elements all serve the advertisements overall aim.

PRINCIPL

ES OF

DESIGN The principles of design govern the relationships of the elements used and organize the composition as a whole.

The designer's purpose and intent drives the decisions made to achieve harmony between the elements.

SELECTED ELEMENTS OF

ART

D E S I GN E

L E M E N T S AR E T

H E BA S I C

U N I TS O

F A V

I SU A L I M

AG E . TH E S E

E L E M E N T S I NC LU D E :

C O L O R - T H E W A Y L I G H T R E F L E C T S O F F A S U R F A C E , O R I N C O L O R E D L I G H T S O U R C E S .V A L U E - R E F E R S T O T H E R E L A T I O N S H I P B E T W E E N L I G H T A N D D A R K O N A S U R F A C E O R O B J E C T A N D A L S O H E L P S W I T H F O R M .F O R M - A N Y T H R E E D I M E N S I O N A L O B J E C T . S H A P E - A N A R E A T H A T S T A N D S O U T F R O M T H E S P A C E N E X T T O O R A R O U N D I T D U E T O A D E F I N E D O R I M P L I E D B O U N D A R Y , O R B E C A U S E O F D I F F E R E N C E S O F V A L U E , C O L O R , O R T E X T U R E .S P A C E - R E F E R S T O T H E D I S T A N C E S O R A R E A S A R O U N D , B E T W E E N O R W I T H I N C O M P O N E N T S O F A P I E C E . T E X T U R E - P E R C E I V E D S U R F A C E Q U A L I T Y

UNITY, HARMONY, & CONTRASTUnity- refers to a sense that everything in a piece of work

belongs there, and makes a whole piece.

Harmony- is similarity of components or objects looking like these belong together. Harmony may be visually pleasing and harmony is when some of the objects like drapes and couches share a common trait. A common trait between objects could be: color(s), shape(s), texture, pattern(s), material, theme, style, size, or functionality.

Contrast- is the occurrence of differing elements, such as color, value, size, etc. It creates interest and pulls the attention toward the focal point.

REPETITION, VARIETY, & BALANCE Repetition (rhythm, pattern): The recurrence of elements

within a pieceVariety (alternation): The use of dissimilar elements, which

creates interest and uniqueness.Balance: A sense that dominant focal points don't give a

feeling of being pulled too much to any specific part of the artwork. Balance can be achieved by the location of objects, volume or sizes of objects, and by color. It can also be achieved by balancing lighter colors with darker colors, or bold colors with light neutral colors.

A1

A2

B

A: RepetitionB: Variety

EMPHASISEmphasis refers to areas of interest that guides the eye into

and out of the image through the use of sequence of various levels of focal points, primary focal point, secondary, tertiary, etc.

Emphasis or dominance of an object can be increased by making the object larger, more sophisticated, more ornate, by placing it in the foreground, or standout visually more than other objects in a project. The primary focus point or area receives the largest emphasis in a room.

EMPHASIS IS

CREATED

BY USE O

F:

THE RULE OF THIRDSBy dividing an artwork with evenly spaced horizontal and

vertical lines - two of each, creating 9 parts -, the intersections of these lines are to be sought after as the most preferred focal points of an artwork or photograph.

at these points, the eye has the best perception of the main object in relation to the surrounding objects.

applying the rule of thirds to an image, stresses the focal point and turns a dull image into something more interesting.

RULE OF THIRDS

RULE OF THIRDS

EYE MOVEMENT MANIPULATION

The way the viewer’s eyes move across an image.

Entry- The point where the viewer “enters” the image.

Sweetspots- points of highest visual interest

Pointers- points that direct the eyes movement

Exits- Where the eye leaves the image– ideally on the product

1

2

2

3

1: Entry/pointer2: Sweetspot3: Exit

1

2

3

4

VISUAL STRATE

GIES

SHOCK

HUMOR

SEX

HAPPINESS

http://www.youtube.com/watch?v=grB6Hm_NI4Q

http://www.youtube.com/watch?v=vDogw71oGFY

FEAR

SLIDESHOW AV

AILABLE

ON COMPOSE YO

URSELF

103!!!