"Short and Sassy" Shampoo

schemes
	alliteration	consonance		Repetition of consonant sounds.	The use of the words “Short and Sassy Shampoo” create a repetitive “S” sound.
tropes
		auxesis		Magnifying the importance of something by using a disproportionate name.	The company describes the shampoo’s affects as “a beautiful, rich lather that leaves your hair looking breathtakingly sparkly and fresh.”
visual	color	hue		The identification of the colors.	The dark to light blue ombre in the background of the ad draws the viewer's attention down to the product on the bottom of the page, which is a bright green bottle covered in suds, making for an aesthetic looking appeal to the audience. Goes from high to low value and saturation.
		value		The lightness or darkness of a color.
		saturation		The purity or vividness or depth of a color.
	perspective	flat		No illusion of depth	The ad is mostly flat, in the background and the pictures of the women on the page.
		geometric		An illusion of depth and space.	The suds on the green bottle indicate a slight 3 dimensional effect to the ad.
	diagonals	balanced		The image is symmetrical and stable.	The images displayed on the ad along with the text are all aligned, making the ad look centered and balanced.
	space	open		The tops and sides seem empty.	The top left and right of the ad are empty creating an emphasis on the image at the top
		full		The frame is dense with figures.	The frame of the ad is mostly full with images and text.
	focus	grounding		Is there a foreground, middleground and background, as in traditional European art, or is it compressed?	The ad is compressed and focused
		focalizers		Are figures or colors or spaces used to pull the eye across the image?	The ombre background again, is used to focus the viewer’s on the product at the bottom of the ad.
		eye-level		Are we even with them?	The ad is at eye-level
	genre	style		Does the image fit into a particular “ism”?	The ad fits into
		icons		Are there key symbols or characters that call to mind a narrative or genre?	The icon in this ad is Dorothy Hamill, an iconic Olympic Ice skater who fits the “Short and Sassy” description
type	stroke-height ratio	How thick are the lines in the type in comparison to the height of the letters?			In the bigger text the lines are short and the font is mostly thick except for the first letter “N” making the bigger font appear more compact. The smaller text however is short, small and skinny.
	emphasis	Color?			The dark to light blue background make the green bottle of the product stand out
		Underlining?			“Shampoo” is underlined to highlight their new product that pairs perfectly with their conditioner
	family
		serif	Lines to link the reading of letters.		The text is serif, with letters flowing into each other
	spacing	tracking	Spaces between letters along a line of text (manipulated relatively evenly)		The spacing in the ad is tightened tracking, with the letters close together almost connecting to one another.
		leading	Spacing between lines of text.		The spacing between lines is very small, the words are close together giving the ad a compact feel
	family	What historical grouping does the font belong to and how typical is it or that grouping?			The font in this ad is modern, appealing more toward a younger to middle-aged age group
	legibility	The font itself			The font is easy to read against the dark background and is a combination of thick, thin, big and little text.