What makes an ad successful? The essence of an advertisement is to leave a memorable impression in the mind of the viewer that using the product or service will make your life better, easier, or just make you a better person.
How does the ad utilize formal elements to convey meaning? There is a rhythm and flow to the repeated forms of the duplicated and similar forms of the tools used to compose the human figure. The eye is naturally drawn to faces and human figures so this grabs the viewers attention immediately. The fact that the figure is composed entirely of craftsman tools lends creedence to the idea that there is, in fact, a craftsman in each of us.
How is color used? The use of Craftsman red bodies of the individual tools and cold hard steel is quite effective in drawing the eye but placing it on a black backdrop really makes the image pop off the page.
How does the information flow? The message is pretty clear and is followed by what the viewer may have already assessed with the tagline on the bottom of the page. The use of the website url in the ad may get the craftsman in the viewer ready to log on and order that handy little tool they need to complete the next project they’ve got in mind.
How are you visually led through the image? Because the image is composed of similar elements but creates a relatively believable human form the eye naturally wanders around the image to complete elements that aren’t completely there. Also the different size and shapes within the figure make you inspect it a little more closely to identify what kind of tool was used to make up the femur, fibula or forehead. After the image is inspected the viewer is still wondering why and the tag line defines it.
This was a sleek and professional ad, but I found some that were quite entertaining while I was searching for this one, you can check those out here: ads1
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