The focal point within the ad
is the man under the staircase in a crouching position. The ad incorporates
sharp edges and angles for the staircase and the laptop. The ad has a smooth
texture. The ad produces three dimension forms and shapes for the individual,
laptop, and the staircase. The ad has a darker value by using darker hues.
The ad presents the principles of balance by
providing leveling out the human figures through adding in the presence of
shadows. The shadows bring balance to the ad.
The principle of contrast is represented by the contrast
between the light and the dark tones. The darker shadows place emphasis on the
lighter tones.
Emphasis is portrayed in the
ad by creating a center of interest. The center of interest in the ad would be
the man with the laptop. This is the object the viewer is most likely to gaze
at first.
Movement is displayed by the
two human figures appearing to be in motion. Also, the uneven staircase
displays movement. Our eyes may begin to follow a path starting for the top of
the stairs trailing down the man. Variety through alternation and contrast is
an example of movement given from the staircase.
The shadows add proportion to
the human and human-like figures by placing similarities between the two
images. They also create major and minor areas within the design. Although the
man is smaller, he is considered the major area because he is the center of
interest.
The ad utilizes the
principles of balance, contrast, emphasis, movement, and proportion to produce
a sense of unity and order. There is a harmony of colors and patterns that is
seem throughout the ad. Lastly, the ad’s design accomplishes the principle of
unity by ad being seen as a whole. The as would be incomplete without showing
what the man crouching in agony was hiding form. The ad gives an illusion of an
intimidating man. In this way, the ad tells a story within its borders.
