The first advertisement is for HP printers and inks. This advertisement uses color in three ways. First, I’ll start with the easiest element; there is a black background. The black background helps to emphasize and brighten all the other colors used in the advertisement. Next I’ll talk about the man on the left. He is wearing saturated colored browns and there is a slight hint of dark purple. The balloon-like objects that he’s holding are all different hues of blue/turquoise. His general appearance becomes drab thanks to the color choices. On the other hand, the hand on the right is a total contrast to the man on the left. His outfit is made of many colors, but the balloons provide an interesting choice of colors. Most of the balloons contain the colors orange, blue, yellow and purple. These are two sets of complimentary colors, (double complementary) and make the top portion of the advertisement quite visually stimulating. With little amounts of varying colors and hues of colors, the dexterity of the product is shown making the advertisement effective. The color is a valuable component that makes this ad as successful as it is.
Advertisement Two
This second advertisement is for Rice Krispies. It utilizes the effect of grayscale with the exception of a few items in the picture. The actual Rice Krispies Treats are colored along with the box of Rice Krispies featured in the bottom right corner. The small amounts of color on the grayscaled advertisement create a major contrast. Just like when black is used, the gray used for the background makes the colors in the picture more vivid. The use of color helps to direct the audience’s eyes to the pictures of the advertised product which helps create focal points to the advertisement.
I think this advertisement is successful in a magazine for two reasons. A current magazine is in full color. This “black and white” advertisement is a distinct contrast to any other advertisements in the magazine. That makes this advertisement stand out from the rest. Furthermore, the little bits of color used on the page instantly direct the audience’s attention to the product.
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