Sample Paragraphs: Visual Analysis - Advertising

Sample 1: Timberland ad

The image in the Timberland advertisement conveys the message that people yearn for
adventure no matter the consequences. The composition of this photo is dramatic and harsh. This
is due to the huge mountains looming in the background, compared to the small humans in the
foreground. This shows that they have challenges ahead of them, but they are still walking forward
confidently. Furthermore, the trail that they are on is very small and winding, showing a minimal
amount of civilization. This portrays a good sense of adventure, and them starting theirs. The
colours of the image are also dramatic, as it is in sepia tones. This means ordinary colours are not
shown, making the mountains seem more daunting and dramatic. Further, the sepia doesn’t show
the fresh, green, peaceful beauty of the landscape, and draws the eyes on the jagged peaks. The
trail also helps with this, as everything is pointed towards the mountains, even the hikers, as their
backs are to the camera. The language and text of the advertisement also show similar things. It
portrays that the hikers might be in financial trouble due to their grandfather, and a question is
asked if they were to do it again. Furthermore, it is in the style of a rhetorical question, which
makes the readers question whether they would do the same. The orange text of the question, and
of the logo also stands out so that readers remember them more clearly. Because the hikers are
walking towards the mountains, it symbolizes that they would take on the challenges again, and go
towards new challenges as well, no matter the consequences.
 Sample 2 WWF PSA

The image in the World Wildlife Fund advertisement conveys the message that the planet
is in crisis and immediate action is crucial. The composition of the image is somber and
gloomy, highlighting the hopelessness and urgency of the situation. The road that
consumes most of the space in the photograph is shown to be a long road where no end is
seen, drawing the reader’s eye toward the horizon and symbolizing the path forward. Yet,
on the road in the foreground, reader’s see an ambulance that is parked, with the
emergency responders urinating and relaxing on their phones. This juxtaposes the rest of
the scene, where readers can see a car flipped over and on fire not far away and clearly in
need of assistance. The willful ignorance of the first responders represents the lack of
urgency that people have toward the destruction of Earth’s natural habitats. With the
flipped car not far away, the emergency also highlights the proximity of the crisis we will
soon face if we do not take action. On the isolated road, the first responders are the only
ones able to act, again symbolizing that humans are alone in the fight against our own
destruction of the natural world. Toward the horizon in the background, sunlight
illuminates the rest of the scene. This light symbolizes the road that we must take toward
the goal of saving people and the planet. By following the light down the long road, these
first responders will be able to assist in the emergencies ahead. Being the only road in the
photograph, it is the only way forwards for both the first responders and the readers to
face our collective challenges. The image shows the contrast between the urgency of the
situation and the relaxation of those in the power to change it. Ultimately, the reader
understands that we cannot sit back and watch a crisis unfold before us. Instead, we must
take action to address these issues and prevent them from getting worse.
 Sample 3: Nike Women World CUP

The image in the Nike World Cup Soccer advertisement conveys the message that
the women’s world cup soccer team is, like men, worthy of respect and is unified on
success. The composition of the image is soft and pleasing and conveys a sense of strength
and success. In the Nike Advertisement, the use of light helps to draw a focus on the goal
oriented approach of the women’s team The right side of the text lies in darkness and the
reader’s eye is then drawn from right to left. The bright sun illuminates the left side of the
page and symbolizes the final goal of the team. The blues and greens of the entire ad are
colors associated with nature and peace and are pleasing and convey the harmony and
beauty of the team. The fact that the image is a wide angle shot of a wide open landscape
with mountains and a green field in the background conveys a sense of wide open
possibility. In the foreground we see the team itself, running towards the light in unison. It
is also noteworthy that the team is running from right to left which is the opposite of how
the reader might read the ad perhaps showing how this team goes against the grain. The
reader does not see the actual faces of the team as they are in profile and thus the
individual identities of the players are de-emphasized. This is to emphasize the
cooperative nature of the team and perhaps to show that they are “the team that no one
knows has heard of” as stated by the copy of ad. The synchronized running of the entire
team and the muted colors of their uniforms helps to underscore the unity of the team and
also emphasizes how relatively unknown the team really is. The image shows their
strength, their unity but also their anonymity.
 Sample 4: Cat Food

This image from the Whiskas advertisement conveys the message that although cats have been
domesticated and kept as pets, they still have their wild instincts. The composition of this image is
set simply, with only two focus points (the impala and the cat), to convey the freedom of the
wilderness. In wildlife photography the impala is usually depicted being chased by a cheetah, or
some other large cat; Whiskas utilizes this and replaces the large cat with a small house cat to
convey the message that all cats regardless of upbringing have wild instincts. The framing is flat,
with barely any foreground and a very blurred background to put emphasis on the two animals,
further accentuating the wild aspect of this photo. Whiskas utilizes scenery which replicates the
wild African savannahs secluded from human society, to highlight the freedom and wildness of
feline instincts, invoking a majestic respect for cats from the audience. Furthermore, the two focus
points are not in the center of the frame, but rather on the extreme sides (left and right). This
causes the audience to pause and take a longer time as Whiskas uses mute cool colors in the
background to contrast the warmer tones in the foreground, particularly the impala, which is the
first thing the audience sees upon looking at the image. The cat on the other hand is of a cool tone,
which Whiskas uses to highlight another wild instinct felines innately have––camouflage. This
further symbolizes the wild instincts felines have regardless of upbringing. Ultimately, the
audience is left feeling inspired and respectful of the felines and the ad as a whole. It is apparent
that the cat, although small and somewhat inconspicuous, is what the audience is left reminiscing
about.