Topic: Writing Assignment on Magazine Advertisement

Your written assignment will be a study of the dynamics of commercial imagery. There are many strategies that are used within commercial imagery to draw the viewer into a dynamic engagement with the advertisement. Often, the ad will have little to do with the product or service being advertised. For example, in our first class session we examine an ad for Mercedes in which numerous visual devices engage the eye and mind of the viewer, but we get only an obscure glimpse of the product itself. The story line and cast of characters takes centre stage. The composition is also very carefully controlled, in order to drive the message home most effectively.   Your task is to find at least THREE examples of magazine ads and discuss them according to the following criteria:   1) Narrative  How does the ad tell a story?  What moment(s) in the story are shown and why?  Where is the story set, and how does this setting contribute to the story?  What role does the product being advertised play in the story?   2) Composition and Design  Analyze the use of colour, light, form, balance, contrast, emphasis and rhythm  How do these contribute to the story, and to the overall message of the advertisement?  Your search should be confined to magazine ads. Choose your examples carefully. Cast a wide net as you get started, then refine your selections down to those which are most interesting, complex and effective.   You should analyze and evaluate each example carefully. How innovative is the imagery? How does this ad increase the appeal of the product? Don’t be afraid to give your own thoughtful speculations on the hidden reasons behind each promotional strategy.