I found this ad interesting for several reasons. As I was flipping through the magazine, this image caught my eye. The statement in the middle of the photo is not very noticeable because it lacks significant contrast and size. Instead the image leads the eye directly to the statement. In this size it is hard to see but there is a person standing at the top of the rock on uppermost rock. Although I did not notice the person right away, I think it helped to lead my eye to the blurb. The image uses the rule of thirds. The bottom left has content and the rocks send the eye around and up to the blurb which are also in the rule of thirds area. I did not note the sun when I first viewed the image but I wonder if it helped to bring my eye down to the bottom left in order for my eye to float up and right.
Here is the low contrast, relatively small print statement:
The Flat Earth Society? After I read the statement, I had to read the small print to figure out what it meant.
It was only then that I discovered it was a tourism ad. I thought it was quite clever because it forced the viewer to discover what it was about and relied on image to point to the blurb instead of large print with high contrast. I also found it interesting that the blurb made me curious to read more.
Source: Smithsonian Magazine. May 2011 pg. 29.
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