I have to say I really like this ad for Accenture that features Tiger Woods looking for his golf ball in very tall grass. I like how they relate the photo to economic “realities” and how they have the quote “It’s not a setback. It’s a test.” stand out amongst the other text. As suggested by Reynolds, text can set a tone for an ad and I think their choice of a sans serif font was a good one because it gives the ad a relaxed feel. “A large, bold version of a classic sans serif may suggest power, assertiveness, or confidence, whereas the same type in a smaller and lighter version will be more subtle and suggest a quieter confidence, humility, or calm” (Reynolds, 2010, p 48).
One thing Reynolds also suggests is adding a transparent box or screen between text and an image with little empty space to increase readability. I think that this is something that could have been done in this ad, but when printed, I am not sure how hard the text is to read. I think the colors in the photo used in this ad combine warm and cool colors to catch readers’ attention. “Artists use warm and cool colors to create depth and volume in paintings, and we can do the same by observing the relationship between warm and cool colors in a design” (Reynolds, 2010, p 81). I think the yellowish grass combined with the green grass in the background gives the ad a cool, yet dimensional look that helps readers understand that the company Accenture can help them with any business needs they have – Accenture has everything under control. I do think the ad is a little bit wordy and I wonder how many readers actually read all of the ad copy?
I believe this ad was run a few years ago, which was when Tiger Woods had everything in control in his life. Everything has been turned upside down for him now, and Accenture has ended their six-year sponsorship of him so it makes the ad that much more interesting!
References:
Reynolds, Gary . Presentation Zen Design: Simple Design Principles and Techniques to Enhance Your Presentations. Berkeley , CA : New Riders, 2010.
Ad:
http://www.zimbio.com/pictures/AOSqiYx2mtP/Accenture+Drops+Tiger+Woods+Advertising+Campaigns
This ad is nice in that is uses 1 font type. It uses a "relaxing" green color along with the mellow yellow shirt of Tiger.
ReplyDeleteDefinitely some great observations here! You hint at this at the end, but it is interesting how ads have a "timeliness" to them, and how the message can take on new connotations over time.
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