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Elements placed
to the left of the page's vertical axis are presented as "given"
pieces of information, or things that the viewer already knows; "new"
elements on the right are not yet known or agreed upon. The values of given
and new in an advertisement's elements are assumed by the advertiser, and
it is up to the viewer to accept or reject the roles as presented. Take a
look at the following advertisements using a "given and new" layout.
42.
Secret
Given
The
average woman owns a sleeveless black dress, much like the one seen
here.
New
Secret
deodorant will give you the confidence to wear it.
Note: In many
advertisements that use a "before and after" appeal, "before"
is placed on the left and "after" on the right; it is given
that everyone shares problems, and the advertiser has a new solution
for them.
69.
Allegra
Given
People
suffer from allergies.
New
Using
Allegra will alleviate your allergy symptoms.
| References | |
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Kress,
Gunther and Theo van Leeuwen (1996). Reading Images: The Grammar
of Visual Design. London: Routledge, 186-192. |
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