The Image and Text are put together in some Organization, which is an important
component of the overall advertisement. The Organization can suggest coherence,
some kind of order in which the parts are interpreted, and relevance,
which determines the particular kind of meaning that the advertisement has.
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 Navigation
Tip |
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this website, clicking on a thumbnail will open a larger version of the
image in a new window. |
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13. crown royal |
13. crown royal bare |
13. crown royal left |
Let's look at an
example, 13 Crown Royal (Rolling Stone, July 4, 2002), which has a quite
simple Image and a quite simple Text. We can investigate the Organization by
removing the text (13bare) or by moving the text down and left (13left). How
do you feel that the meaning conveyed by the advertisement is altered under
these changes? Look carefully at the images and consult your intuitions as to
how the meaning of the advertisement may be changed.
33. symantec |
A
slightly more complex organization can be seen in 33 Symantec (Rolling
Stone, May 9, 2002). There is a very strong diagonal effect in the
images, from the Symantec symbol to
the yellow square (what is that yellow square?) to the woman's
head to the cat. The yellow straight lines connect "System Repair"
through the yellow square to the laptop computer that the woman is using.
This particular advertisement is discussed in detail in Unit
5.
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An interesting interplay of Image and Text is discussed with regard to 22
Mastercard.
