EOC Week 9: For those who think young

In the episode of Mad Men we saw that young people provide new ideas into the picture of advertising, because the young ones are the ones who keep up with new products coming out and innovations as well. Now, younger generations become crazy for new products with new things put into them. Another thing the book talks about is visual hierarchy and basically an ad should be able to be read in just a glance at it, not looking at it for a lot of time and trying to figure it out.  “Since people do not spend much more than a few seconds glancing at an ad, the principle of visual hierarchy creates order and coherence, facilitating rapid message communication. Visual hierarchy is the arrangement of all graphic elements according to emphasis, and it is employed to guide the viewer.” For the younger generations an ad should not be more than 30 seconds if it’s on TV, and if it’s printed, not containing lots of words is much better and has a better understanding. Another thing the book corporates is unity. “To achieve unity, all the graphic elements must look as though they belong together.” If and ad looks funny and doesn’t make sense, we don’t bother on even looking or hearing it. As the younger generation, we have certain ideas in our heads that can become a major hit or ad. This is why people are seeking for a younger generation to come up with new ideas since the older ones don’t find things necessary and don’t quite get the idea once is presented to them. Although young people are the ones buying the product, older ones have the money and time to search new upcoming products, this is why dynamics is important. “A composition needs a dynamic quality to engage the viewer. Contrast adds dynamics. Contrast is a visual effect created by the use of differences, by comparing (dissimilar) elements.”