Attention getter: Set the atmosphere in space and time for which you are selling the coffee
-Twentieth century Australia
-Mass migration after WW2 over 2 Million (as per the national museum of Australia)
-Countries culture at the time (Women's right to vote 1902 CWFA)
*Establish credibility
(Who am i and why am I qualified) "I'm David and I have been..."
"of corse i'm an expert in all history in the region"
Thesis: how does it appeal ?
-Use of women
(Now we're going to take a look at the use of rhetorical devices in the ad)
Tropes:
-Simile between coffee and tea
-transition statement: Shifting to the Visual portion of the ad
Visual:
Hue-yellow, red, blue
Value- all bright
Saturation- vivid colors (in relation to printing capabilities of the time)-write color sentence
"The color is an important part of how captures your attention with bright unsaturated colors that attract your eye"
Perspective- Flat design (no unique depth)
Focus- based on Focalizers
Angle- Eye level
Implied distance- Medium shot
*Not Abstract*
Typography: How the structure of the text line up with the ad
Medium height-to-width ratio
legibility-
5 different fonts
Style-
2 most commercial statements made are in all caps
emphasis-
Brand name highlighted in red
emphasis/family script-
Quote from person depicted is in cursive & red
Conclusion
-Ad is organized yet simple relying more on color persuasion to draw your eyes in
-Color appeal as apposed to exotic graphic design
-How does it do its job in its time frame? (They are still selling coffee today)
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