reading advertisement This is a topic that many people are looking for. newyorkcityvoices.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, newyorkcityvoices.org would like to introduce to you How do You Read an Advertisement? – YouTube. Following along are instructions in the video below:
“Might have seen some commercials like this floating around advertisement spaces in the last couple couple of months it s called motion graphics graphics meaning a visual art that involves engraving or lettering and motion meaning the obvious it s the foundation of cheap and dynamic advertisements. These types of commercials range from the humble 10 second ad to the audacious. One minute broadcast. They are the bread and butter of almost every phone commercial every rv slogan and every google announcement motion graphics are becoming synonymous with commercials so here s how you read one of these advertisements.
Historically advertisements were relayed with only images and with typography pasted on top of it it relied heavily on artistic elements and a niche field of aesthetically pleasing typefaces. But there s more to it than just letters and images. Though because every advertisement has some sort of flow by flow. I mean the way your eye travels across the surface of a flat image this technique is predominantly prominent in pre computer advertisements.
Though. It is also the exact same method in which painters will construct their artwork..
But rather than displaying complex visual emotions on an elaborate canvas advertisements focus their emotions on products and their respective ideologies. Let s take this award. Winning. Coca cola ad.
Created by head on some blom in 1946. For example. The first thing. You notice is a woman being offered a beverage on the left side of the ad followed by the word.
Yes. Then lastly the company logo essentially laying out the most important elements in a sort of directional order from left to right first you have the setting a girl sitting on a summertime beach..
She of course is smiling at the gesture of a cell next to read her response to the previous visual inference with the word yes with a keen eye one would notice how it is the only solid black object. Within the ad drawing a unique emphasis to the subtle idea of partaking in a code. Which is lastly followed by the company logo. Which implies the possibility of facilitating such a scenario.
The reason why this advertisement is so effective is because it creates the least amount of friction possible to interpret the company s message. These same techniques are only exaggerated with motion graphics take this iphone x commercial for it leaves your eye around the screen toying with what all it can make you do. It s zoomed slides. Fades dissolves rotates in and out all while playing with the entirety of the screen breaking a lot of visual norms.
And what is expected of an advertisement. Which has undeniably evolved pastor a simple coca cola poster..
Yet still draws resources from the same design illness. You don t really read these advertisements either you watch them hear all of the words used in the commercial. I showed you earlier and here all of the words that were shown faster than your average adult reading speed about three words a second the purpose of modern advertisements is to show you ideas rather than have you read a review. Which is fine because we can all agree that this is more engaging than this the same visual techniques are still drawn out of these modern advertisements as well.
But the trick is that they cleverly hide the transitions. So the rapid messaging can be interpreted as frictionless as possible let me show you the first seven seconds of this google pick so add for example music in only the first two seconds. An entire sentence is placed on a screen. Which is faster than what we can read and would be relatively unpleasant to look at.
But the animator was clever he disguised the abrasive transitions with a bouncing period. The human eye loves to track fast moving objects so it naturally follows the period first then it reads the swap..
We transitioned letter a second this effect is even repeated twice because it works so well don t believe me here s what the ad looks like without the bouncing period yeah that s fucking gross it s not that this advertisement was executed poorly either because it works flawlessly when it s all put together. But when you start to deconstruct the magic of graphic design. You can begin to understand why things are designed in specific ways advertisements are purposely created to be as enticing as possible so. The next time you see an advertisement.
Know that someone out there designed it specifically for you so now you know music music. ” ..
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A video essay covering the intricacies graphic design and motion graphics in advertisements. Had a lot of fun creating this video essay, hope yall enjoy it. If you liked the video, subscribe for new monthly content!
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