It is important to remember that the image is just as important as the words in advertising. The following devices suggest ways to look at how a picture has been shot, the camera angle, etc. Look at how this affects meaning.
Contact: Demand vs. Offer
Who are the people in the ad looking at?
Who are the people in the ad looking at?
Think about how the subjects of the ad engage you through gaze. Contact or gaze is often described as being direct or indirect. It is often a real person, but it can be a fictional character or even an object that is personified.
Ad. 1
Ad. 2
Ad. 3
Ad.4
Social Distance
Think about where the camera is positioned. What is the perceived distance between you (the viewer) and the subjects in the ads?
This distance is referred to as either:
A: intimate (close-up)
B: social (medium shot)
C: interpersonal (long distance shot)
Think about where the camera is positioned. What is the perceived distance between you (the viewer) and the subjects in the ads?
This distance is referred to as either:
A: intimate (close-up)
B: social (medium shot)
C: interpersonal (long distance shot)
Ad. 5
Ad. 6
Ad. 7
Attitude
Think of attitude as the way the subjects of the ad are interacting with you.
Think of attitude as the way the subjects of the ad are interacting with you.
Involvement -
Is the ad asking you to interact in some way?
Is the ad asking you to interact in some way?
Detachment -
No engagement. Image invites you to make a judgment about the subjects.
No engagement. Image invites you to make a judgment about the subjects.
Viewer power -
Who holds the power? You or the person in the ad? Is the camera angle on your level (equal?), higher angle or from a lower angle. How does this produce meaning? How does the angle give you power?
Who holds the power? You or the person in the ad? Is the camera angle on your level (equal?), higher angle or from a lower angle. How does this produce meaning? How does the angle give you power?
Representational Power-
Looking up at the subject... or is the subject looking down on us? How does the camera angle give the subject power?
Looking up at the subject... or is the subject looking down on us? How does the camera angle give the subject power?
Equality-
The camera angle invites you to look at the dog on the same level. The ad invites you to see the world from the dogs point of view. You are asked to empathise with his suffering.
The camera angle invites you to look at the dog on the same level. The ad invites you to see the world from the dogs point of view. You are asked to empathise with his suffering.
Source: Kristina Love, Lecture 2, 2015
For Example:
In pairs, think about what tactics these ads are using:
sourced from : http://visual.ly/meaning-colour-marketing