Analysis of Ad Campaign

1.    Review the Invenergy Campaign ads located in the Moodle folder “Invenergy Campaign” in the May 25-May 31 Topic area. This campaign is a series of paid print ads designed to educate the residents of the town of Jessup and the surrounding area in Northeastern Pennsylvania as to the benefits that Invenergy’s proposed gas-fired electric plant will bring to the area. It is a form of advertising we call “advocacy advertising;” that is, it attempts to inform and persuade a given audience of the value of a given project, organization, voter initiative or other effort. The ads in the folder ran in the newspaper during the past week and are of both full-page size and what is termed “small space,” that is, sizes less than a quarter-page.

2.    Based on our discussions from previous classes on basic elements of design (contrast, alignment, proximity and repetition) and today’s discussion of color psychology and the use of typography, evaluate the ads for their overall effectiveness from a design and layout perspective. Please answer the following questions in your analysis:

a.    Can you identify any of the four basic principles (contrast, etc.) at work in any of the ads? Which ads? (Identify the ad by its headline). Was the use of these principles apparent immediately, or did you have to evaluate the ad at length before you could identify any of the principles?

b.    Discuss the use of color in the ads. What mood or impression did the colors used give you? Do you think the color(s) used was appropriate to the message the ad was attempting to convey? What other colors could the company have used in its ads to convey the message and why would another color work? What colors (among the principal colors we discussed) would NOT be suitable for these ads? Why?

c.    Discuss the use of typography in the ad. Was the type easily readable? Was it attractive and pleasing to the eye? Looking at some of the fonts specified in the Moodle links to “Key Rules from Practical Typography,” can you suggest an alternative font or font combination?

Click http://practicaltypography.com/summary-of-key-rules.html link to open resource.

d.    Write a concluding paragraph that summarizes your thoughts on the effectiveness of this ad series.

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