claimed designers
Oh come on people... those who claim their selves 'designer' haven't explained the new ad. Where is your image theory knowledge about Laswell, Shannon & Weaver, Palo Alto institute etc?
Lets have a 'short(!)' look in this ad:
You can see a black human silhouette with a white ipod on a colored background and the white text iPod. The new 20GB and 40GB iPods. 10000 songs in your pocket. For Mac and Windows. Aligned to the left.
The whole construction of the image is based on a positive line from bottom to top. The silhouettes aren't cropped on the head but at bottom. So the top part of the body is viewed; and top is positive. Also the arms build another axis with the ipod. As both axes are crossing in an oblique way the image has already a certain dynamic.
The forms represent a human body's silhouette. The body is on its base a rounded cross shape and by multiplying rounded with straight lines and cross them on multiple axis a dynamic image can be constructed. The ipod is also rounded but it is a stable rectangle form so it already sets apart from the rounded baroque body. The ipod is very small and the body big but his size difference reinforces dynamics.
Already there is the highest color contrast with white and black so the two objects are separated very hard but at the same time both are recognized with the same force. The background color is a big contrast to the black and white. Those colors have maxed hue, saturation and luminance. So those colors are very pure and are associated to something vital, living, happy, cheap and useful.
The textures are very smooth but not shiny so this can be associated to luxury, untouchable but still useful. The ipod has a more structured texture but it is still shiny so this stands in contrast to the rest by its more complex texture. Still the image of a toy and something of quality is sold already by the white color of the ipod that can be associated to something heavenly.
So the campaign points to a target public that is dynamic, young, trendy, educated but who may not have the money to afford that toy but as it seems like the ipod is something useful, high quality that can make them dynamic ore more dynamic it may be worth the money. The ipod sells more qualities by its design, it promises things to the client that may not be true but that is the way that ads work.
I will continue another time because Im fed up but please dont just say
hey Im designer and I like it! Share your knowledge and explain why apple does now this campaign and not another. This shouldnt be a show off. I just want to make the people more conscious about the power of an image.
