I ran across this web page that featured the ad and an alternative image for the ad space. I found this interesting. First of all the ad is for a tripod, so we would expect that the images used would be very good images. The audience are photographers so you would want to speak to them and demonstrate what great images you can get if you use this expensive tripod. Both photos are very good quality.
The top image uses a framing technique where the outer edges are darkened in order to draw focus to the center. It also strongly uses the rule of thirds to place the woman and the tripod. The bottom image is slightly off for a true use of the rule of thirds.
In the top image the woman and tripod is bigger than life. In the second image, the woman and tripod is smaller than life. I can see why they didn't use the second image. You don't want someone to associate your product with making you small unless you are a weight loss company. The product should make you think you are "living large" if you use the product. Even though the image at the top may technically be a better image for the reasons outlined above, it is better because it has an appropriate message. The one thing that bothers me about the top image is that the tripod leg looks broken where it goes through the cloud. It did however make me look to figure it out.
The ad itself has a strong use of white space above the logo.
Marcy,
ReplyDeleteIn the top image, I definitely agree that the tripod isn't positioned to its maximum potential. The female and the tripod are the same size and her dress is the same color. This is a poor use of color in order to assure focus on the tripod. In other words, when I looked at the image the first thing I looked at was the scenery.
The only benefit as you mentioned earlier is the use of white space and it making you focus on certain objects within the image.
I think the reason there are two ads is that the tripod is being targeted to a wide array of photographers. Having one image with the woman being larger than life (or mountains for that matter) implies that this tripod is great for landscape photography. I disagree with you about there being a negative connotation with her being too small in the second image. With macrophotography, you are zoomed in on small objects (such as flowers), and it is REALLY important you have a steady tripod to keep your frame still. The ad is simply placing her in that context, with the tripod, to reach a broader audience of photographers, from those interested in landscape or panoramic pictures, to those who need to invest in a tripod for taking extreme closeups of small objects!
ReplyDeleteAlso, I like your reference to the rule of thirds! I believe that it is one of the most basic, yet powerful design principles.