Absolut Mandarin Everyday, people are bombarded with ads- whether it be through T.V., Facebook, magazines, newspapers- every single source of media.
The people that work behind advertising, I feel like, are not much appreciated for their work, nor will they ever be. You see, the people that are bombarded with ads can either really look at the ad, or just pass by it.
Now, for those people who are really looking into the ad, they aren't thinking, "Wow, look at that color scheme- great work". Instead they think, "Man, I should really get that [product]". It is hard for people to appreciate the artwork that advertisers put so much hard work and thinking into. And it is supposed to be that way.
I am going to be one of those very few people who look into this ad analyzing it, instead of being lured into wanting it.
The color scheme works well- the advertiser, or artist, used the complementary scheme, where two colors are used directly opposite of each other in the color wheel.
When you take a first look at this ad, you see the warm color orange popping out more than the cool color light blue. That bright orange color instantly brings out attention to the center of the ad, and lead our eyes to the bottom.
The colors used here are light blue and orange. Believe it or not, these colors were used because to Americans, they are symbolic. The light blue symbolizes professionalism and security while orange symbolizes, well, in this ad, the fruit mandarin. The white, spotlight symbolizes the purity in the product.
From this ad, I can already tell that it is targeted towards and age group ranging from 20s-late 30s. The main group is towards men- because of the simple, metallic orange squeezer. Any thing that is metallic is a masculine color-shows power and ownership. I can tell from this ad that the man that drinks Absolut is the kind of man that is professional, a bachelor, and a person that everybody wants to know and get associated with.
So, these colors are not just chosen effortlessly. They are chosen for you.
Good assessment of the absolut vodka ad, and nice work with identifying the complimentary color scheme in this piece. In this case, I think the color blue is probably used more to contrast against the vivid orange in the piece and make it jump out at us than it is to imply reliability or security (although that's often how it is used). Very nice thoughts on this one.
ReplyDelete