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A few guidelines to read an ad...The layoutAn ad is usually planned with great care and follows precise rules of composition.Typically the lay out of an ad is as follows:
The visualsis looked at by 70%, it can be a photo, a drawing, a cartoon, a painting... the message conveyed by the visual depends on the way elements such as products/objects , characters, colours and shots are represented or chosen. Objectsthree types:
Characterstwo types:
Colours
Primary colours
guidelines | layout | visuals | colours Secondary colours
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| Green |
Meaning : The colour green represents harmony, nature and radiates a feeling of fullness. Reappearing in springtime, after the dull, seemingly colourless winter, it became a symbol of fertility and growth, of abundance and external life. When thoughts of nature come to mind, green, being the colour of grass, trees and plants, 99% of the time is the dominant color of one's mental. Dark green, battle dress green or green and black represent difficulties with sharing (jealousy, rivalry).
| Orange |
Meaning : Drive, ambition, (mix of yellow and red). In folklore the colour orange stands for fire and flames, lust, vigor, excitement, adventure and wholesomeness. Energising colour.
| Purple |
A combination of red and blue, purple is a colour that has been associated with royalty since ancient Roman times. The color purple is symbolic of power, leadership, respect and wealth and has been worn by emperors, military commanders, and other high ranking officials. Shade of purple is important : Mauve : endurance • Lilac : responsibility • Indigo : clairvoyance.
| Pink |
Meaning : Love (mix of red and white), need for unconditional love, usually mother love or love for mother.
| Grey |
Meaning : Uncommitted, uncertain - ‘grey area’. Mental denial of emotion, depression.
| Brown |
Meaning : Earthy, practical, of the earth dark or dull brown; also unenlightened or depressing earthiness of denial of spirit, negative materiality.
| White |
Meaning : Hope, faith, purity, perfection, confidence, enlightenment. White is, literally speaking the absence of all color. When mixed or associated with other colours it purifies and refines the meaning of that colour. White alone can indicate a proud, rigid, judgmental immaturity - a ‘should be’, controlling attitude Soft or pearl white can indicate the gift of prophesy.
| Black |
Meaning : Negativity, i.e. fear, anxiety, hatred, resentment, guilt, depression (no hope / faith). Literally, black means absorbing all light, without reflecting any of its rays. When mixed or associated with other colours it adulterates their meaning e.g. darker shades of red, blue yellow, etc.. Black and White indicates Intolerance, simplistic extremism - ‘If something is not good it must be evil’.
Camera shots are identified by how much of an average sized person or persons are included.
Long Shot
A long shot shows at least the entire figure with enough space at the top and bottom of the frame so that the people do not appear cramped.
Medium Shot
A medium shot shows the people from his and her waist to above the head.
Close Up
A close up shows only the head and shoulders of the couple.
Extreme Close Up
An extreme close up isolates only a portion of the person's head and is used for dramatic visual impact. This cinematic version of framing can be adapted to the needs of the still photographer, especially when planning a series of photographs.
guidelines | layout | visuals | shots
Angle/Level:
Changing your vantage point means taking another point of view or seeing from a different angle.
From this angle, the stairs are dominant in the frame. The Lincoln Memorial which is really the subject of the image has become part of the background. We have given this travel picture a unique look at the monument. You don't always have to look straight ahead when you photograph, or keep your subjects at eye level at all times.
but this point of view will attract more attention than a straightforward eye level version.
A high vantage point provides this interesting bird's eye view of Manhattan. The camera now emphasizes the geometry of our scene rather than the objects within it.
For a dramatically different angle, we can also look up at our subjects. There is obviously some distortion here, but this point of view will attract more attention then a straightforward eye level version.
In a studio situation, where space is limited, you may have fewer choices. But in still life photography, for an make a remarkable difference in the appearance of your subject.
In this product shot, the camera is looking down slightly at the boxes so their tops are visible. This camera position approximates a view a person might have if the boxes were seen on a counter top.
guidelines | layout | visuals | shots
A picture, a photo is a way of shaping out reality and framing it in a format. Each medium has a specific format. A format is a world in itself, it has an horizon, the top part is the sky and the lower part the earth. The upper is the spiritual zone, the lower the material one.
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The world has a story : past, present and future. on the picture the zones representing the story are the following :
PRESENT
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Thus combining the two directions:
| Past spirituality |
 Future
spirituality |
| Past materiality |
Future
materiality |
Graphic elements and zones
written signs on a format have different connotations according to their places in the different zones
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(d'après "Audiovisuel mode d'emploi" de Y. Bourron Ed D'organisation)
Usually, when reading an ad, the eyes follow that direction:
| catch point |
catch phrase
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visual (photo or picture)
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copy/ slogan
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logo
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