Paint+Ad+Example



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 * Analysis of Valspar Paint Ad, using framework of Picturing Texts questions on pp114-115:**

At first glance the striking contrasts in color make me think of Chinese opera masks and make-up. The red, black and white color code is unambiguous and bold. Upon closer inspection, other details, such as the white peppers dipped in red, and the paint can at the bottom, suggest that the subject of the ad is paint, and assure us that the red drips are paint, not blood.

The primary purpose of the visual is demonstrate the vivid color of the paint, and how, subliminally, using this paint will add drama and taste, and color to the viewer’s life. The primary purpose of the advertisement is to sell the paint but also to sell an attitude toward paint and life. The design elements of the photo compel the viewer to focus on the image of the peppers, centered in the plane, while the elongated drips draw the eye down to the product: the can of paint. Small groups of text are balanced around the focal point of the peppers, 2 groups to the left with light font are balanced by another group of text on the right, with fewer words but with heavier font. The arrangement of text directs the eye to move in a clock-wise direction, coming to rest on the anchorage of the brand name, Valspar.

The dripping of the paint from the peppers allows us to feel as though the paint is alive, vitalizing whatever it touches. The ad relies on color code: black, red and white are all iconic colors, representing strong images to many different cultures. Red represents passion, fire, love, hate, all intense feelings that add to the feeling that buying this paint will make your life anything but dull. The medium of this ad is a static ad, probably appearing in a popular magazine, but the dynamic, fluid paint moving from pepper into paint can defies our expectations of this medium. The genre is an advertisement, and conforms to the expectations that the goal of the ad is to make the product attractive to the viewer. Most viewers will be attracted to this ad simply because of the strong color contrasts, but might feel that the red drips are “gory”, evoking images of dripping blood from flesh - - certainly an unintended reading on the ad agency’s part. One can assume that the context of the ad is one where it is assumed that the members of the community have disposable income, and appreciate aesthetic choices, such as the color contrasts, the sculptural appearance of the peppers, and the symmetrical beauty of the image as a whole. The tone of the image is slightly whimsical – peppers being dipped in red presents a playful image. The image evokes other images using the same strong color contrasts of white, black and red – national flags, or perhaps the ad for Phantom of the Opera come to mind. Yet the drama and seriousness suggested by the colors is contrasted by the playfulness of the idea of dipping peppers in color. The anchorage of Valspar at the bottom of the paint can allows us to see what is actually being sold, so this text is quite important. As mentioned before, the additional text scattered around the focal point of the dripping peppers adds balance and additional information to interested viewers.