When looking through Glamour magazine, this Estee Lauder advertisment stuck out to me. On the right side of the advertisement is the text that Estee Lauder chose to describe their product. I do not think that the way they stacked their text is aesthetically pleasing. By having one group of text flush left, another group of text somewhat centered and then the last group of text flush right, I feel like the advertisement becomes choppy. Also the advertisement emphasizes specific phrases and words by changing the size of the text and/or underlining the text. I think, after reading Lupton's chapter about text, that this makes the advertisement not fluid and again, choppy. If the ad were to choose one form of emphasis, underlining or size adjustment, it would look more cohesive.
I agree, The ad is very hard to follow and should have been arranged better so the readers eye could be guided through the entire piece more easily.
ReplyDelete-Eddie Del Castillo
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ReplyDeleteIn addition, I think the ad appears too wordy. Readers are not going to want to read two paragraphs of information about a lotion. That's where the idea of hierarchy should have come in emphasize main points, but as you said they don't choose very effect phrases to highlight.
ReplyDelete-Jim Walsh
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ReplyDeleteI agree with every point that has just been made. I think the advertisers struggled with balancing the visual and the information they wanted to get across. The lack of good hierarchal text usage seems to be the result of trying to make the image of the product and DNA strand to stand out on their own. Contemporary advertisements tend to go for the more simplistic/bold images and few word slogans to get their message across, and I think these advertisers just tried to do both at the same time, thus creating a poor typography layout.
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