Leung - Reading 2

Chapter 7 provided a breakdown for approaches to advertising. This breakdown shows the different ways messages are conveyed, either through informational or dramatic methods, and extends to more specific approaches that have been used repeatedly before and presently. I found the section on storytelling amusing, as a majority of what I see in video and print ads today contain some form of a story. Specifically, I really liked the Wolfschmift Vodka print ads on page 119. The characterization given to the vodka and fruits create a hilarious play of personalities which would not otherwise cross a consumers mind if they were just thinking of a bloody mary or a screwdriver.

While this ad for Johnnie Walker conveys its message through a lecture style presentation, the storytelling approach taken helps to instill a sense of tradition and trust in the brand that is being sold.

Chapter 8 was an appropriate compliment to what effective typography can do for advertisements. I really enjoyed the section on mixing typefaces, specifically the ads on page 133 created for Ink! Coffee. The use of contrasting type draws the viewer in, while effectively crafting a more rebellious tone for the brand. Overall, I think the ad successfully helps to segment and individualize the company in a market that is already over saturated with endless options.

Continuing on with the use of contrast, I really enjoyed the section in chapter 9 pertaining to how contrast creates dynamic. The ads shown on page 169 for the music venue, The Casbah, highlights this perfectly and it was lovely seeing the differing perspective of near and far objects. It not only drew me in initially, but it continued to do so with the witty copy that was near unnoticeable until it was closely inspected.