Overall design

I am going to analize the advertisement through the overall design point of view.

The overall design of an advertisement refers to the juxtaposition of different elements such as
slogan, images, copy and logo which work together to create certain view of the particular
product, contribute to the overall effect. Juxtaposition refer to different elements put together in
order to show a relationship between them.

In this case the image is an eightieth sentry mini cooper places in forward centre.

The copy is in the middle upper part just above the main image.

The slogan is in the left bottom corner part.

The logo is in the right bottom corner part.

Metaphoric language: metaphorical language in advertisement is used to attract attention to the

product breaking of rules of conversational language.

Advertisers can construct different layers meaning:

 metaphors link emotive associations to a product, building up an impression that will

influence potential consumers.
 Symbolism: encourage viewers to make connections that colour their view.
 Personification or animation: an inanimate object can create a mysterious or comic
atmosphere.
 Puns: can be cleaver or humorous in their manipulation of language.
 Ambiguity: can both create humorous and provoke interest through the double meaning
it promote.

In this case the metaphorical language is present both copy and slogan. The first one we can
identify ambiguity because create humorous and create interest. The second one we can
identify animation or personification metaphorical language. An inanimate object, a small car
mini cooper, creates a comic atmosphere.

Colour design:

Black background and front is used to focus the viewer´s attention on the main image, the
mini cooper, which is illuminated by a beam of light catching the viewer attention on the
product.
Copy is in white with black background with the purpose to highlight the copy and call the
viewer attention.

The slogan is in white and yellow. Using yellow colour with the purpose to highlight one of the
characteristic of the car.... always open

As well as the copy and slogan the logo is in white colour.

The typography

The typography features of advertising are important because they help consumers identify
certain brands or products and help persuade readers. Taking in to account typography
features we can analyse:

The Print size: two print size are used in the copy big and small. The big size is used to
emphasis the imperative sentence with the purpose to call the reader attention. The small
print size is used to give a justification

The slogan is in small print calling to continue reading. sparking off the reader´s interest .

Colour: white colour is more dominant. With yellow as a second colour with the purpose to
emphasis the characteristic of the product

Shape:

Layout: