The Basic Elements- Magazine Ads

COLOR

Color is always used for makeup advertisements, because when it comes to decorative cosmetic it is obviously the most advantageous. It is the ad for the limited edition collection dedicated to Andy Warhol that features Edie Sedgwick. She was known for wearing a lot of makeup; however in this ad the picture of her is in black and white, because focus should be on the product. Black and white pictures communicate with a viewer in several ways it takes viewer back in time. Black and white could be synonymous to word “classic” or project seriousness. In this particular case it features celebrity from the past and also creates calm background so the colors on foreground can stand out.  

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MOVEMENT

 Movement is a powerful tool that creates the illusion of dynamic, generate energy and make the image more emotional. This image features Olympic champion Michael Phelps. Although he faces the viewer we still perceives movement, the key to that is water splashes. The viewer knows from experience that splashes wouldn't appear without motion. Michael Phelps’s image exuberates strength, his muscles are tensed, mouth is open, he is trying to get a breath of air, and all of it suggests movement.  

SCALE

This ad utilizes scale. Viewers  eyes immediately notice if something is disproportional. If nose is too big compare to the rest of the features or legs are too long, or too short, let alone if something that obviously should be smaller than human figure.

Here then viewer see’s a martini glass which is bigger than the other bodies that are inside of it. Splashes of water create moment and energy but scale is  the main feature of that ad because it creates the feeling that figures get lost in the moving water. It communicates the idea of escapes from whole world, experiencing something new and unusual and feed the viewers' curiosity.