Chapter 7 discusses conveying and relaying the message of what an Ad wants to say for example with the “Nokia “Super Nova”” Installation, they were able to bring more interaction into their flag-stores. It both captured interactions or moments via a digital Photo Booth. A similar example of this same process would be the RedBull SoundSelect booths used to capture moments at different free events offered around the country using different musicians and bands.
In chapter 8, typefaces are important parts of branding. A specific typeface can be a reason customers recognize a brand. The Cleveland International Film Festival placed their typeface representing their society on shirt and buttons along with posters and flyers. The typeface makes the brand memorable and recognizable. An example would be Walgreens and their typeface. It’s so recognizable the full name isn’t required onto their brands. The “W” is good enough to know where it came from.
In chapter 9 with an emphasis on composition there’s layouts and imagery that can make all the difference with how a brand could capture their target audience. In the “Budget Belt” Ad, the placement of the type along with the imagery guides the reader along the ad itself. With this example of the Audi and BMW billboard Ads, BWM strategically placed its car ad there as if it was a response to Audi. This captures the viewers’ attention as well as their sense of humor.
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