Fane Writing Two

In Chapter 7 the different approaches to advertising were discussed. There were many different approaches that I found interesting.  I know that I have seen them before but reading about them and learning why they are used was beneficial.  The approach that I really liked was the misdirection approach.  Make the viewer believe that they are looking at one thing/topic and lead them to another.  I didn’t care for the first example, but the one about Old Yeller was entertaining.  When the viewer first sees that ad they see and apple with a kiwi in the middle.  It’s a little confusing and leaves you wondering how they two fruits are intertwined.  Then, looking at the text next to the ad it is learned that this is about dentures, with the tag line saying “you’ll forget you’re wearing dentures,” having nothing to do with fruit at all.

In the following chapter on typography I found the mixing typefaces guideline really helpful.  Mixing typefaces and making it work well can be a hard thing to do. I liked that it gave specific types that go well together and learned the importance weight and width when choosing fonts.  The print ads of “All Of The Caffeine” and “Wearing A Pacemaker” are excellent example of contrasting fonts that work well together.

Chapter 9 is all about composition.  There were two different ads that stood out to me in this chapter.  The first was the “Budget Belt” ad.  It’s simplistic in color and style with lots of negative space.  The type is a simple sans serif and with plenty of leading in between making each stand out on it own.  The off kilter ad on the side makes the viewers eye move from the belt to the logo seamlessly.  The other ad that I also thought flowed very well was the Vespa ad.  Again, very simple with the logo at an angle so it stands out.  The partial view of the bike “illuminates the beauty of the product design,” writes Landa.