Name: Stavros Kiratzopoulos

Applied Information Technology ATAR Unit 1

Extended Answer Task Design Concepts

Due Wednesday 22 March (Week 8) Submit in OneNote

Total /26 marks

 Using the Coca-Cola advert as stimulus answer the following questions

1. Label / Identify and discuss 4 Elements of Design present in this advertisement (8 marks)

i) The use of Lines has been used though-out the coca cola bottles which
get smaller as they lead out eyes towards the industrial factory that
makes the soft drink.
- This also enforces a Z pattern in the design though the curved lines
that makes our eyes start from the top left and move in a Z shape
to view that whole image.

ii) The use of 3D form with the use of 2D shape has been created
professionally with the use of Tone, although the outline of the bottles
has been made 2D with a light red tone contrasting with the brownish
colour that creates the 3D form, the clear top of the bottle has black
shading to help with creating the scene.
iii) Unity has been used throughout this whole advertisement, the
repetition of bottles unifies together to convey a meaning Coca Cola
has been going for a long time and they are together, colour has been
repeated through tone colours such as a light red with brown for the
bottles which gives the sense that they are connected as brown is the
darker tone of red.
iv) Texture is man made throughout the use of machinery, thats why the
lines lead to the factory it gives a clue that this is manmade. The
smooth bottled texture is shown through light reflecting off the bottle,
the light is coming in from the right side as the tone is lighter.

2. Identify 2 critical Principles of Design present in this advertisement (2 marks)

i) Movement in this image is a critical point as it contributes most with

leading lines and which then lead to emphasis to the Coca Cola bottle.
The poster makes our eyes look in a Z shape from left to right so we can
view the whole image. As the bottles get smaller in the distance the
movement gives the meaning to follow them to the factory where you
buy the bottles.
ii) Proportion/scale The scale of the bottles get larger and larger as you
look at the bottles, this works really well for a point of emphasis as it
stands out, the scale of the title is purposely made so the buyer can
Trust the quality of the Coca Cola.
3. Explain what you consider to be the advertising message that is being conveyed in this poster
(4 marks)

What I believe is being conveyed is, Coca Cola being made from the factories
with Continuous quality, is quality you trust this means the company has
been going for a long time with quality soft drink and they believe in you
which is meant to appeal to the viewer of the poster that we trust them to give
us quality. They are trying to drag people in with the leading lines of the Coke
bottles and make them believe they are the superior soft drink company.

4. Discuss how the Principles of Design help convey the message being delivered (4 marks)

Throughout the use of leading lines which make us attracted to the company
and as your eye moves to the larger bottle of Coke then the large title in bold is
viewed where the buyer looks at the title and thinks that Coke is good quality.
Scale/Proportion works really well were in the distance you see bottles that
dont really appeal then as it gets closer you are able to see its Coca Cola a
company that has been going for ages and they are quality. Colour with Shape
has been though through as after following the bottles you see a circular red
shape which is a universal colour and shape for a Stop sign.

5. Who is the audience for this piece of advertising consider and discuss gender, ethnicity, age,
social- economic status living status and wealth. Justify your discussion for each part citing
evidence from the advertising stimulus material.

(8 marks)

The target audience for this poster is unisex where both genders are
involved, age isnt limited here due to the fact Coca Cola isnt an
alcoholic beverage. 5 cents now days doesnt seem like much but in
the time period this poster was used 5 cents would have been a little
bit more expensive although the working class would have been able
to afford this. The lower class would have been able to buy this but I
doubt many would have bought coca cola as they would have been
more focused on food and support of their family, this poster would
have been targeted to the working class, middle class and the rich.
This drink would have been a social drink where you would go out for
lunch or dinner and drink it.