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Author Archives: Jessica Turek
The Latest Fashion: Customer Engagement
CALLING ALL BUSINESSES: ITS TRENDY TO ENGAGE YOUR CUSTOMERS!Because I am someone who obsesses over the latest style trends and fashion magazines like any normal twenty-two year old girl, I was immediately drawn to this article on Fast Company rega… Continue Reading
Arts, Advertising, and the Aesthetic Response
DEFINING AESTHETICS
How do we define aesthetics? Most people may refer to aesthetics when describing something that is “aesthetically pleasing” while others might utilize the term when expressing beauty. However, after taking a Fine Arts class this Winter Term called “Arts, Advertising, and the Aesthetic Response”, I gained a whole different view on how aesthetics is defined and utilized in the advertising world, which has caused me to look and analyze advertisements a little bit deeper than before and is something I recommend advertising agencies to take into consideration.
FIVE ART ELEMENTS
Because aesthetics is the emotional aspect to your senses, there are certain elements that trigger such an emotional response. Let me introduce you to five art elements: color, value, line, size/shape, and texture.
Color: use of primary, complementary, secondary, analogous, or monochromatic colors
Value: the use of light or dark portrayed in the advertisement
Line: a sense of direction
Size/shape: how an object is positioned or angled
Texture: the use of patterns
Now, let’s look at an advertisement as an example and apply these art elements. Here is Aldo’s latest advertisement, which I was immediately attracted to at first glance when flipping through January’s Cosmopolitan:
ALDO SHOES: SHE’S JUST A GIRL AND SHE’S ON FIRE
First, the entire advertisement is one huge contrast due to the fact that it has a completely white background whereas the clothes the girl in the advertisement is wearing as well as the letters of the brand are all black, causing the entire image to pop visually and is very eye-catching.
Second, the ad uses analogous colors of red, orange, and yellow as confetti to create the color harmonies of warmth as well as the complementary colors of yellow and a hint of violet in the confetti, which makes this advertisement feel bold and daring, which leads me to the girl in the advertisement.
Through the use of these color schemes through the girl and the confetti, it causes me to believe that this girl is metaphorically on fire (in the words of Alicia Keys), meaning that this girl has got everything going on: she is extremely stylish, she is naturally beautiful, has full curls for hair, luscious lips, and, above all, has stunning and dazzling shoes that make me want to be her in general as a female, myself, who strives to be stylish from head to toe. Because the advertisement gives off this boldness, it demonstrates that she too is bold, beautiful, and not afraid to take chances, another trait in which I, as a female, thrive to be like, causing me to want to purchase these shoes. Overall, it as if purchasing these shoes will make me be that girl “on fire”.
This advertisement brings value to the girl by the way her entire body is shadowed, which makes her stand out even more. A line element is also present since the girl is looking up, making these be a sense of direction, where the confetti is coming down. You can see in the background a divide between the ground and the white wall, which makes it feel like she is in a box almost or in an enclosed area. Her body is very triangular through the bend in her legs and arms. The confetti falling is a huge pattern as well which brings texture to the ad.
SO, WHATS THE POINT?
I think it is important to note how significant aesthetics is as well as the five art elements are to differentiating an advertisement. If you were a company creating an advertisement, wouldn’t you want your advertisement to be the one someone stops to look at because it evokes an emotional response out of the hundreds of other ads they are flipping through in a magazine? Or on the other hand, wouldn’t you want your television commercial to be the one that someone stops skipping on their TiVo or the one that makes someone stop in their tracks and listen because it brought value to their exposure?
Creating an emotional commercial or advertisement by the use of a message is one thing, but defining each visual art aspect that creates the framework of your advertisement is another.
Thank you Professor Rhoades for a great Winter Term class and allowing me to realize how important art can be when looking at an advertisement.
Works Cited
Professor Barbara Rhoades Winter Term Class Arts, Advertising, and the Aesthetic Response
http://www.vancitybuzz.com/wp-content/uploads/2012/10/ALDO-Ruby-Shoe-LOANN.jpg
Arts, Advertising, and the Aesthetic Response
DEFINING AESTHETICS
How do we define aesthetics? Most people may refer to aesthetics when describing something that is “aesthetically pleasing” while others might utilize the term when expressing beauty. However, after taking a Fine Arts class this Winter Term called “Arts, Advertising, and the Aesthetic Response”, I gained a whole different view on how aesthetics is defined and utilized in the advertising world, which has caused me to look and analyze advertisements a little bit deeper than before and is something I recommend advertising agencies to take into consideration.
FIVE ART ELEMENTS
Because aesthetics is the emotional aspect to your senses, there are certain elements that trigger such an emotional response. Let me introduce you to five art elements: color, value, line, size/shape, and texture.
Color: use of primary, complementary, secondary, analogous, or monochromatic colors
Value: the use of light or dark portrayed in the advertisement
Line: a sense of direction
Size/shape: how an object is positioned or angled
Texture: the use of patterns
Now, let’s look at an advertisement as an example and apply these art elements. Here is Aldo’s latest advertisement, which I was immediately attracted to at first glance when flipping through January’s Cosmopolitan:
ALDO SHOES: SHE’S JUST A GIRL AND SHE’S ON FIRE
First, the entire advertisement is one huge contrast due to the fact that it has a completely white background whereas the clothes the girl in the advertisement is wearing as well as the letters of the brand are all black, causing the entire image to pop visually and is very eye-catching.
Second, the ad uses analogous colors of red, orange, and yellow as confetti to create the color harmonies of warmth as well as the complementary colors of yellow and a hint of violet in the confetti, which makes this advertisement feel bold and daring, which leads me to the girl in the advertisement.
Through the use of these color schemes through the girl and the confetti, it causes me to believe that this girl is metaphorically on fire (in the words of Alicia Keys), meaning that this girl has got everything going on: she is extremely stylish, she is naturally beautiful, has full curls for hair, luscious lips, and, above all, has stunning and dazzling shoes that make me want to be her in general as a female, myself, who strives to be stylish from head to toe. Because the advertisement gives off this boldness, it demonstrates that she too is bold, beautiful, and not afraid to take chances, another trait in which I, as a female, thrive to be like, causing me to want to purchase these shoes. Overall, it as if purchasing these shoes will make me be that girl “on fire”.
This advertisement brings value to the girl by the way her entire body is shadowed, which makes her stand out even more. A line element is also present since the girl is looking up, making these be a sense of direction, where the confetti is coming down. You can see in the background a divide between the ground and the white wall, which makes it feel like she is in a box almost or in an enclosed area. Her body is very triangular through the bend in her legs and arms. The confetti falling is a huge pattern as well which brings texture to the ad.
SO, WHATS THE POINT?
I think it is important to note how significant aesthetics is as well as the five art elements are to differentiating an advertisement. If you were a company creating an advertisement, wouldn’t you want your advertisement to be the one someone stops to look at because it evokes an emotional response out of the hundreds of other ads they are flipping through in a magazine? Or on the other hand, wouldn’t you want your television commercial to be the one that someone stops skipping on their TiVo or the one that makes someone stop in their tracks and listen because it brought value to their exposure?
Creating an emotional commercial or advertisement by the use of a message is one thing, but defining each visual art aspect that creates the framework of your advertisement is another.
Thank you Professor Rhoades for a great Winter Term class and allowing me to realize how important art can be when looking at an advertisement.
Works Cited
Professor Barbara Rhoades Winter Term Class Arts, Advertising, and the Aesthetic Response
http://www.vancitybuzz.com/wp-content/uploads/2012/10/ALDO-Ruby-Shoe-LOANN.jpg