Friday, January 27, 2017

Calvin Britton Ads


Maxwell The Gold Standard Ad


Declare your Independence with Apple







PC6

"But I don't believe we could ever work this thing."


Analyzation of Rhetorical Devices
Color
Value
The lightness or darkness of a color.
The entire ad is very light and almost blends in with the skin tone and clothes of the people.
Light
Low Contrast
Little difference between darks and lights.
Most of the colors meshed together. There were different colors but they were all fairly light.
Perspective
Geometric
An illusion of depth and space.
This was mostly visible when looking at the man and the woman. They both appeared to be 3-D with the way that shadows were put near their hands or heads.
Space
Closed
The tops and sides feel enclosed, trapped.
The bodies of the man and woman fade into the background of the ad so it gives off an effect as though everything in the ad comes together and isn’t separate.
Angle
High Angle
Are we looking down at them?
Yes, there is a slight angle to where we have to look down on them because of the 3-D effect and the fact that the computer that they are looking at is below them.
Implied Distance
Close-ups
Is the subject one person’s face?
It isn’t just one person’s face that is close-up in the ad, but it’s both the man and the woman’s faces that are so close you could see up their nostrils is they were real.
Figures
Abstraction
How realistic are things?
Surprisingly, the pictures and designs in this ad are very realistic. The people look incredibly real, but if you look close enough, you can tell that it is a drawing/painting. The computer is also very real-looking.
Stroke-height Ratio
How thick are lines in the type in comparison to the height of the letters?
The lines in comparison to the letters are very evenly distributed.
Style
Bold
Both sets of text are bolded so that it would be easier to read and catch the eye more.

Italic
The word ‘before’ is italicized to prove a point that people say this quote before they realize how smart they are.
Emphasis
Color
The emphasis is on the color because different colors are used to represent different areas of the ad.
Family
Serif
Lines to link the reading of letters.
The serif font is much easier to read and makes the ad appear more official and has the ability to make people feel smarter.
Spacing
Tracking
Spaces between letters along a line of text (manipulated relatively evenly)
The spacing between each set of texts is very even and also creates for an easier read.

Leading
Spacing between the lines of text.
Just like the spacing between the letters, the spacing between the lines is very similar and spaced out evenly.

Commodore 64



Make Interface Beautiful Again





Schemes/ Tropes:
Schemes:
1.      Orthography
acronym
IQ 140, IQ 120


Portmanteau
Interface

2.      Alliteration
Consonance
A beautiful way to interface
Tropes:
3.      Exaggeration
Hyperbole
“a beautiful way to..”
Visual:
4.      Colors
Hues
Black to blue


Value
Light blue to dark blue/ black


Saturation
High to medium towards the top

5.      Light
High contrast
Light at the top, creates saturated shadows

6.      Perspective
Geometric
Woman behind the computers

7.      Diagonals
Balanced
Both sides are even in weight

8.      Space
Full
No room for white/ blank spaces

9.      Focus
Grounding
Text = foreground
Computers= middle
Woman= back

10.  Angle
Eye level
We are looking pretty much directly at the picture

11.  Implied distance
Medium shot
The woman’s main focus is from the waist up

12.  Figures
Abstraction
Everything is pretty real looking in the add

13.  Genre
Style
Scifi-futuristic vibe
Type:
14.  Stroke-height ratio
Line thickness compared to letters
Heading has a big difference in lines compared to letters.  Smaller text and company name has equal lines to letters.

15.  Style
Bold
Title/ IQ 142/120


Condensed
Little text under the computer is


All caps
Logo and address texts is

16.  Emphasis
Color
Heading dark black, description is small white lettering, company and address is larger white lettering

17.  Family
Serifs
Heading has serfis


Novelty
“Vintage computing and gaming” is in a hi-tech looking font

18.  Spacing
Tracking, kerning, leading
All pretty average

19.  Legibility
Font
All larger font is easy to read


Copy issues
The white description is illegible

Introducing the extraordinary IBM 5110 Computing System

Schemes



Orthography
Acronym
Abbreviations using initial letters
Yes, IBM is a company which stands for International Business Machines. The name is too long to keep writing over and over again, and to the average business man, you need something short, quick, and simple, which will give the reader patience to read the rest of the ad. Granted IBM are acronyms that have always been used when dealing with computers.
Visual



Color
Saturation
The purity or vividness or depth of a color
The blue in the background in the center has I would say moderate saturation. Since this is trying to portray a basic office setting, the blue couldn’t be too dark or too white. Although this ad is going for the basic look, there still needed to be enough color to make the objects stand out.
Angle
Eye-level
Are we even with them
When you first glance at the ad after reading the big bold print, you’re most likely will find yourself staring at the guy’s face. In order to capture the business appeal, they put a guy who isn’t all the way smiling but not all the way angry to target that particular audience.
Implied Distance
Medium Shots
Is the subject people in interaction (waist up)
The whole point of the ad was to show the computer. Since the computer is being advertised to businesses all you needed to see was the top part of the suit to signal business.  
Type



Style
Bold
X
All the words that are needed to capture your attention are in bold. This allows the reader to notice what’s being advertised before getting down the maintenance.