Advertising the Honda 2015 Ad - Report Example

Honda Ad Analysis Student’s Name Student No Unit Name Word Count Honda Ad Analysis Without a doubt, we come across various images in forms of ads that are broadcasted to us from different media channels. Some of these ads usually stand out from the rest and leave a lingering memory on our heads. Equally, some of the art that we come across are easier to understand or rather pass out the intended meanings with ease. The meanings are varied depending on what the creators what to pass out. For easier decoding of messages, designers use a combination of design elements such as color, text, and light. Additionally, designers are supposed to use the principles of design to guide them in their creation. Some of these include balance, rhythm, proportion, and body type. Good designers can appeal to the emotions of their viewers. They, therefore appeal to belongingness, love, fear, rational, desire, and humor. Due to a clutter of ads, most people simply fail to notice poorly designed ads while those that are well crafted stand out. The Honda Ad Traffic congestion can be a source of anger, stress, and anxiety. Honda 2015 ad (see appendix shows trailers arranged to form a maze to represent bumper-to-bumper traffic (Gross). A maze is usually an intricate network of linked routes, passages, or arrangements that cause confusion, uncertainty, or bewilderment. Indeed, traffic congestion is a common feature in most urban areas; Sometimes it results in an impasse that may take quite some time to clear. To avoid traffic, drivers usually use alternative routes. However, this is often futile as most city roads are linked just as presented in the ad. The ad portrays with ease some of the challenges road users face in their daily lives as they commute to their various destinations. The aim of the advert is to sell Honda, which is a brand of motorcycle (See Appendix 1). It does this by playing on people’s fears. Indeed, no one would want to get stuck in traffic on the way home to work and vice-versa. After eliciting the fear in them, it then offers a solution to the problem by telling them to buy Honda motorbikes. Obviously, they won’t get stuck in stuck when riding bikes. Riders usually squeeze through any available space and off they go. The text “find your way” reinforces the message. The use of contrast also helps the ad gain meaning. The designer of the ad has compared the large trucks to the motorcycles. In other words, he may be blaming the former for causing traffic snarl-ups on roads are responsible for the congestion experienced on roads. People, therefore, must invest in other forms of transport if they are fed up with being stuck in traffic. Discussion Personal Perspective A first glance on the Honda ad elicits lots of questions on the viewer. It also triggers negative emotions. Foremost, a person may ask himself how the trucks ended up in a mess. The second question that would follow is how the drivers can unlock the gridlock. These two issues are important as they help lead the viewer to find a solution to the problem, which the ad offers. The negative emotions would result perhaps due to them having been in such a situation once or several times. Indeed, no one like being held in traffic especially when they have important matters to attend to. Historical Perspective The image represents modernity. Lester (2012) says that presentations often reveal historical developments. The image describes the current time in the world where traffic is a common problem. The problem has propelled authorities to reconsider other means of transport such as bullet trains and super highways. In future, if a solution to the traffic congestions will be found, the Honda ad will serve as a reminder of the painful past. The interplay of light and shadow can be used to create compelling images. When used correctly, they can demonstrate qualities such as depth, dimension, realism, perspective, and visual interest to designs. In effect, this can draw the audience into the design. Similarly, the two elements play a significant role in the design of the ad. Apart from making it seem to pop off the page or screen, light and shadow have been used to make the viewer’s concentrate on the open spaces and try to locate the area. Besides, light and shadow add to the complexity of the grid regarding getting the way out. Ethical Perspective For this image, I will use the golden rule philosophy. According to Lester (2010), the golden rule philosophy teaches people to love their neighbors as they love themselves. Moreover, the image raises critical ethical issues regarding choices that people make. Arguably, most of the traffic snarl-ups are as a result of deliberate action by some drivers such as failing to observe road rules among others. Rarely are traffic jams natural problems, and if all individuals followed the rules at all times, people would be able to drive smoothly. Another ethical issue is that traffic jams exist because people have refused to use alternative sources of transportation. Most people prefer to communicate to work in their cars as opposed to using public systems even in cases where the latter are more efficient and fully functional. Apparently, if a majority of the people choose to travel to work on public trains, the traffic problem due to vehicle congestion would be reduced or non-existent. It is also ironical that people are complaining about environmental degradation yet they do not want to take matters into their hands to end the problem. Traffic congestion is one of the biggest contributors to climate change. One of the ways to reduce further erosion of the ozone layer is using alternative sources of transportation such as bicycles. Critical perspective Lester (2010) says that critical perspective allows the viewer to employ the information derived from analyzing an image to make more general comments about the society. From my point of view, the message passed by the ad should prompt both governments and individuals to come up with solutions to the traffic problem. As stated earlier, traffic congestion accounts for a significant portion of climate due to carbon dioxide emitted from the combustion of fuels. When these poisonous gasses are suspended in the air, they expose people to the risk of contracting several ailments such as breathing problems and skin infections (Khare and Beckman, 2013, p. 76). They also reduce visibility in towns, which affects its aesthetic beauty. Part of the solution is using public means of transport just as it has been stated earlier. Authorities play a major role in regulating traffic, and therefore they should come with policies that limit the number of vehicle ownership in a family (Date 2010). In other words, a family can share one vehicle instead of each member leaving for work in their cars, yet they may be heading in the same area of town. Elements of Design Rhythm The elements in the design have been designed to lead to the open spaces. Lupton and Miller (2008, p. 98) explain that rhythm in design is achieved when the elements are correctly used to create visual movement and direction. Since it represents a traffic gridlock, a person by natural design would be tempted to try locating his way out of the mess. The curved trailers in the ad help create a visual movement. Moreover, this is achieved using similar pattern that is curved trucks. Body Type The ad contains a text written ‘Honda’ on the upper left and just below it is a slogan ‘The Power of Dreams’ On the right lower side is another text ‘Ride your Way.' The text complements the message the topic. However, the slogan ‘The Power of Dreams’ is not clear as one is forced to strain to read it. As recommended, Lupton and Miller (2008, p. 90) the body type is the focal point of the layout and only serves to complement other elements and the ones appearing on the ad serve that function well. Colors Also, colors are usually used in ads to pass hidden meaning. Honda 2015 ad employs a combination of gray and shades of black to paint the nature of jams. The color gray is often used to represent something dull, dirty, or dingy. It can also stand for something formal, conservative, or sophisticated. Bourn says that designers use it to elicit the feelings of unsettledness. When used to analyze the ad, the designer could have used it to show motionless that is a characteristic of jams. Equally, black color in most cases stands for unhappiness, remorse, fear, evil, and anger among others. The commercial uses the color to represent movement and the hopelessness felt by most individuals in such situations. Balance The image uses formal symmetrical balance. Lupton and Miller (2008, p. 88) explain that well-balanced design is that which has an even distribution of images that create a pleasing visual effect just like the Honda ad 2015. All the elements in the page have been given equal weight. The objects appearing in the image are in the same proportion. Also, only gray color is dominant in the picture with no clashing colors used. The images have also been laid out in such a way that they achieve unity for the design. When one looks at the design, he or she views it as whole rather than as separate elements. Conclusion Well-crafted ads usually stand out from a clutter of poorly designed ones. The Honda 2015 ad employs a combination of different design elements to create a compelling piece of art. The curved trailers in the ad assist in creating a visual movement. The objects appearing in the image are of the same proportion. The color gray is often used to represent something dull, dirty, or dingy. It can also stand for something formal, conservative, or sophisticated. The ad portrays how people go through a hard time trying to avoid jams. Most of the time, they end up becoming late for work yet they could use motorbikes to avoid the problem. However, it offers a solution to the affected by telling them to acquire Honda motorcycles. Reference List Bourn, J. (2017). Meaning of The Color Grey [online] Bourn Creative. Available at: http://www.bourncreative.com/meaning-of-the-color-grey/ [Accessed 15 Mar. 2017]. Date, V. (2010). Traffic in the era of climate change. 1st ed. Delhi: Kalpaz Publications. Gross, R. (2017). 50 Genius Print Ads with Brilliant Design Techniques. [online] Design School. Available at: Design School, 2015, https://designschool.canva.com/blog/print-advertising-ideas/ [Accessed 15 Mar. 2017]. Khare, A. and Beckman, T. (2013). Mitigating climate change. 1st ed. Berlin: Springer. Lester, Paul Martin. Visual Communication: Images with Messages. New York: Wadsworth, 2010. Print. Lupton, E. and Miller, J. (2008). Design writing research. London: Phaidon. Appendix 1 Read More