Elements of an Effective Layout

This paper talked about the layout of a print ad.  This part focuses specifically on the elements of balance, proportion, movement, unity, clarity and simplicity, and emphasis.

Balance - a matter of weight distribution of the picture.  Equilibrium is achieved by balance.  The optical center of the ad serves as the fulcrum or balancing point.

Proportion- develops order and creates a pleasing impression for the person viewing the ad.  States everything in the ad most be aligned properly to achieve 100% prportionality.

Movement- (sequence) provides the directional flow for the ad.  Most have movement in order for an ad to appear dynamic not bland.  It provides coherence and makes sure the viewer doesn't miss anything.

     gaze motion - directs the reader's attention by directing the loos of the people of animals in the ad. 
     structural motion - uses the lines of direction in a pattern. 

Unity- unification of the layout.  All of the ad elements should be aligned making the picture unified as a whole.  Using a border surrounding an ad provides method to achieve unity.  Utilizing white space can also establish unity.  It's a part of the ad space which is not occupied by any other element.  When the elements are the same color, size, and equal in value there is unity in the ad.

Clarity and Simplicity- ad should be easy to follow, not too complicated or tricky.  The color contrasts should be easily distinguished.  A way to achieve this is by combining the company logo, trademark, and tag line into one.

Emphasis- only one part of the print ad should be dominating.  This should up to the designer of the ad and should focus on one aspect.  Emphasis can be achieved by contrasts in size, shape, and color, or the use of white space.


After going over these elements several times for clarity, I saw three of them in my ad.  I had never paid any attention to how certain parts of ads were spaced, the size of writing compared to other elements, nor whether the people pictures were looking at something or right back at myself.  I see how these elements make advertisements more effective.  I believe balance, proportion and movement are really important in ads.  Although clarity and simplicity are probably the obvious choices, I've seen many ads that were almost overwhelming or ones that didn't seem to have a punch line..if you will.
Knowing these elements does not ruin advertisements for me at all.  If anything, it helps explain why certain choices are made. 

Democracy of Goods

The thesis statement:

"Thus, according to the concept of the Democracy of Goods, no differences in wealth could prevent the humblest citizens, provided they chose their purchases wisely, from coming home to a setting in which they could contemplate their essential equality, through possession of a particular product, with the nation's millionaires."

The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. 
The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better.  Since these celebrities have earned their fortunes in some way, this reinforces to consumers that success is achievable.  This makes it easier to believe that having the same product as a successful individual will make them successful as well.
This concept allows people of middle to low class to believe they can fit in with the upper class by simplying purchasing the item in the advertisement.  These ads make people believe they can enjoy the same pleasures and wonders as the upper class do because of the wonders of mass production and distrubition.

Advertising

It seems like sex, popularity, and humor captivate the viewers and reel us in. 
You cannot turn on the television, internet, or open a magazine without seeing a half dressed woman.  These women are usually made to look childlike even while men is sexual advertisements are always protrayed as greater beings.  A lot of these ads seem to be promising people they will get sex itself if they purchase these products.  I've read that companies use sexual imagines to catch our attention and made us focus more on their product.
And it's the same for ads that seem to make people look more popular and cool if they own a certain product.  They are trying to make consumers believe that this will happen to them if we buy this product.  It's very dangerous for children to see these ads.
Advertisers are good at marketing what people want from life though.  The women who want men who are more caring, or men who have a better body, the men who want a woman that doesn't talk so much as just wants sex more, kids who have parents that buy them whatever they want...  Advertisements are like slick men that know what a woman wants to hear, and they say it to get us to buy their product.

My favorite ads utilize humor.  We all love the funny Super Bowl commercials and they seem to get more talk actually than any other ads.  I love the ads from two seperate insurance companies, the weird Dairy Queen blizzard ads, and many others that utilize humor.
The ones I hate the most are the ones about donating money to those poor animals.  Although I would love to say every animal in the world, I can not afford to with three kids, my husband and I living on one income while I finish school.  These ads intentionally try to pull at your heart strings, obviouslly.  They make my son cry!  I hate them b/c they always leave me feeling like a big jerk that doesn't do anything to help anyone else...if I don't donate money to them.  It's torture.  I'm truly glad these organizations are made to help these animals but think they should tone down the ads a little.