Muscle Memory for your computer

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.