Free Essay

How Does a Jpeg Work

In:

Submitted By yatush
Words 1599
Pages 7
How JPEG works

Introduction - Images
An image is a 2D matrix of values Color images consist of 3 RGB matrices, Grayscale images consist of one This basic format is BMP

Introduction - JPEG
JPEG – Joint Photographic Expert Group Late 1980’s, early 1990’s Consumer level computers
Relatively high processing power Low bandwidth.

Goal: File size↓ Picture quality~ Voted as international standard in 1992 Photos Scanned text or images with sharp transitions

Introduction - Motivation
2 Observations:
A large majority of useful image content changes slowly across images Experiments show that the human eye is less sensitive to loss of high spatial frequencies

Now let’s see how we can use these observations!!!

Outline
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Outline – phase 1 (lossless)
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Color transform RGB->YCbCr
Red

RGB Image
Green

Blue

Color transform RGB->YCbCr
Transformation in the color space RGB has all the information, however, if we want to encode, we can’t decide which of the Red/Green/Blue is more important. Y – brightness (luma), Cb – Chromatic blue, Cr – Chromatic red. Only Y will show black/white TV. More bits are used for Y, less for the Cb/Cr.

To help protect y our priv acy , PowerPoint has block ed automatic download of this picture.

Color transform RGB->YCbCr
•General RBG -> YPbPr

•YPbPr -> YCbCr •ITU-R BT.601 Standard
K B = 0.114 , K R = 0.299

RGB → YCbCr Y = 0.3R + 0.6G + 0.1B

YCbCr → RGB R = Y + 1.4 ( Cr − 128 )

Cb = −0.2 R − 0.3G + 0.5 B + 128 G = Y − 0.3 ( Cb − 128 ) − 0.7 ( Cr − 128 ) Cr = 0.5 R − 0.4G − 0.1B + 128 B = Y = 1.8 ( Cb − 128 )

Color transform RGB->YCbCr

K B = 0.114 , K R = 0.299

Color transform RGB->YCbCr
Red

RGB Image
Green

Blue

•Marge’s hair •Bart’s shirt

Color transform RGB->YCbCr
Y

RGB Image
Cb

Cr

Outline – phase 2 (lossless)
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Divide the picture
The picture is divided to 8x8 pixel blocks The 2 phases are performed for each block separately.

Outline – phase 3 (lossless)
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Conversion to frequency domain
Purpose:
Convert from spatial domain to frequency domain Be able to separate what the eye can see from the imperceptible. Similar to deleting high frequencies in MP3 format

Conversion to frequency domain
Methods:
Discrete Fourier transform - DFT Discrete Sine transform - DST Discrete Cosine transform – DCT

We use DCT – Why?

Conversion to frequency domain – why to use DCT
DFT:
Converts signal of both imaginary and real numbers. Higher complexity than DCT \ DST.

DST:
Works on sine basis functions If values in borders are high, higher coefficients are used No average base function

DCT:
No imaginary coefficients Values at borders are not necessarily low Gives better results – higher low frequencies coefficients, lower high frequencies coeffs. More energy is concentrated in the small frequencies

1D Sine basis functions basis function 1 1 0.8 0.6 0 0.4 0.2 0 -0.5 -0.5 -0.5 0 0 1 basis function 2 1 basis function 3 1 basis function 4 0.5 0.5 0.5

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

basis function 5 1 1

basis function 6 1

basis function 7 1

basis function 8

0.5

0.5

0.5

0.5

0

0

0

0

-0.5

-0.5

-0.5

-0.5

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

1D Cosine basis functions basis function 0 1 0.8 0.6 0 0.4 0.2 0 -0.5 -0.5 -0.5 0 0 1 basis function 1 1 basis function 2 1 basis function 3 0.5 0.5 0.5

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

basis function 4 1 1

basis function 5 1

basis function 6 1

basis function 7

0.5

0.5

0.5

0.5

0

0

0

0

-0.5

-0.5

-0.5

-0.5

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

-1

1

2

3

4

5

6

7

8

1D Cosine basis functions
A set of Orthogonal basis functions that span the eight sample space. DC coefficient (u=0)
Average value

AC coefficients (u>0)
The higher the frequency, the less we notice the signal.

1D DCT
S(u) – 1D DCT coefficients s(x) – 1D sample value
C (u ) 7  ( 2 x + 1) uπ   S (u ) = ∑ s ( x ) cos  16   1 2 x =0    C (u ) =  2  7 C (u )  ( 2 x + 1) uπ    1 s ( x) = ∑ S ( u ) cos    2 16 u =0  

u=0 u>0

2D Cosine basis functions
A set of 64 2D basis functions
Multipication of the horizontal and the vertical 1D DCT.

Each 8x8 block is represented by 64 coefficients Actually applying 2 one dimentional DCT transforms, once in the x direction and then in the y direction

2D Cosine basis functions

Demo

2D DCT
S(u,v) – 2D DCT coefficients s(x,y) – 2D sample value
C (u ) C ( v ) 7 7  ( 2 x + 1) uπ S ( u, v ) = ∑∑ s ( x, y ) cos  16 2 2 x =0 y =0    ( 2 y + 1) vπ  cos  16   7 C (v ) 7 C (u )  ( 2 x + 1) uπ   ( 2 y + 1) vπ s ( x, y ) = ∑ ∑ 2 S ( u, v ) cos  16  cos  16 2 v =0 u =0     1  C (u ) =  2  1  u=0 u>0      

2D DCT
Resulting matrix contains 64 values 1024…1023. The biggest time consuming factor, simple methods take O(n^3). Better implementations achieve O(n^2*log(n)) or even faster with decreasing accuracy.

2D DCT
Demonstration of getting image coefficients and restoring image from the coefficients

Demo

Outline – phase 4 (lossy)
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Quantization
Purpose:
Eliminate less significant information Decrease the amount of information in the file Leave the image close to the original for human eye vision.

How?
We use a quantization matrix Each coefficient in divided by separate quantization factor Results are rounded to integers

Quantization matrices

Quantization matrices
Stored in the final JPEG file “Typical used quantization matrices” are result of research on output image quality. After quantization values in the matrix are “small” integers, repetitions should occur more often

Quantization

Demo

Outline – phase 5 (lossless)
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Entropy coding
Purpose:
Encode the resulting Coefficients in minimum bits without loosing more data.

DC coefficient
Encode the difference between the value and already coded value

AC coefficients
Transform to 1D vector + Huffman coding

Entropy coding – AC encoding
ZigZag 2D->1D

Result vector will be encoded using Huffman coding. Trailing zeros marked using EOF marker

Entropy coding – AC encoding

9 0  3  2 1  0 0  0 

3 6 2 0 0 0 0 5 4 0 0 0 0 0  1 5 1 0 0 0 0  5 0 0 0 0 0 0 ⇒ [3, 0,3,5, 6, 2, 4,1, 2,1,5,5, 0, 0, 0, 0,1, 0, 2, EOF ]  2 0 0 0 0 0 0  0 0 0 0 0 0 0 0 0 0 0 0 0 0  0 0 0 0 0 0 0 

Entropy coding – Huffman coding

Demo

Outline
Phase 1: Color transform Phase 2: Divide the picture Phase 3: Conversion to frequency domain Phase 4: Quantization Phase 5: Entropy Coding Comparison to other formats

Other formats - GIF
GIF
Uses patented LZW algorithm (Lampel-Ziv-Welch) Reduces number of colors to 256 (8 bit) Lossless compression Main idea: Sequences are stored in a dictionary Works well on solid colors, exact details and small text Bad for photographs

Other formats - GIF
GIF 1,542 bytes JPEG 5,433 bytes GIF 13,534 bytes JPEG 5,822 bytes

Other formats – JPEG2000
JPEG2000
Created in 2000, by the same team that built the JPEG. Changes the DCT to DWT – Discreet wavelet transform Gives much better results for sharp ends and exact details

Other formats – JPEG2000

JPEG 0.4 bits/pixel

JPEG 0.16 bits/pixel JPEG2000 0.4 bits/pixel Original image JPEG2000 0.16 bits/pixel

References http://www.dspguide.com http://en.wikipedia.org http://www.bricklin.com/webphotojournals/ gifvsjpeg.htm The JPEG Image Compression Algorithm. Damon Finell, Dina Yacoub, Mark Harmon

Similar Documents

Free Essay

Abo (Adaptive Binary Optimization) the New Innovation in Data Compression

...ABSTRACT Data transmission and storage cost money. The more information being dealt with, the more it costs. In spite of this, most digital data are not stored in the most compact form. Rather, they are stored in whatever way makes them easiest to use, such as: ASCII text from word processors, binary code that can be executed on a computer, individual samples from a data acquisition system, etc. Typically, these easy-to-use encoding methods require data files about twice as large as actually needed to represent the information. Data compression is the general term for the various algorithms and programs developed to address this problem. A compression program is used to convert data from an easy – to - use format to one optimized for compactness. Likewise, an uncompressing program returns the information to its original form. World over, the rapid growth in information and communication technologies has led to an explosive demand for effective means to compress and store data. And this data is no longer simple text, but encompasses a variety of formats from text, images to moving pictures. Despite the continuous research in compression technologies and the emergence of compression standards for audio, video, images and text, the quest for the perfect compression algorithm is still on. Many companies have entered the gun lap in the race to define compression standards, especially for the most complex and demanding format of all, the moving pictures. Here we examine the new...

Words: 3505 - Pages: 15

Free Essay

Real

...* Characteristics Of Informationwww.searchtherightwords.com/Searching for the Right Words? Say What Your Heart Wants To. * Characteristics Of Informationwww.hforcare.com/Search Characteristics Of Information Characteristics Of Information in One Site Ads View Slide Show * FB Share * Tweet * Pin It Close View Slide Show * View Slide Show Related Questions * What is duplicate content? * The Difference Between Selling and Marketing? * Recommend a list of free classifieds and directories with no reciprocal links requirement? * How do you get to a chat room to tell people about your website? Answer: The first characteristic is Relevance. The information that a person uses must be relevant to the current problem at hand. If the information is not relevant it would not help to solve the problem at all. The 2nd characteristic is Complete. The information must be complete. If the information is not complete and only partial information is received, it may lead to wrong decisions being made as only half of an entirety of the information is known. The 3rd characteristic is Accuracy. The information must be accurate as unaccurate information would lead to many different major problems as unaccurate information for example, may lead to people playing the stock market to lose alot of money. The 4th characteristic is Current. The information must be current as a fact of yesterday may not be a fact of today. For example, a criminal on the loose...

Words: 3338 - Pages: 14

Premium Essay

Landscape Photography Research Paper

...the camera and the skills of the photographer. Camera specifications, equipment requirements, and the many elements of photography all integrate into crucial elements of photography. Therefore by incorporating these skills, photographers have the possibility to turn their works into art. Landscape photography requires attention to detail and the use of acquired skills. Inspiration Capturing an image that impacts an audience holds the upmost importance to any photographer. Inspiration for photographs...

Words: 2703 - Pages: 11

Free Essay

Steganography

...Steganography Hide and Seek: An Introduction to Steganography Although people have hidden secrets in plain sight— now called steganography—throughout the ages, the recent growth in computational power and technology has propelled it to the forefront of today’s security techniques. N IELS PROVOS AND PETER HONEYMAN University of Michigan teganography is the art and science of hiding communication; a steganographic system thus embeds hidden content in unremarkable cover media so as not to arouse an eavesdropper’s suspicion. In the past, people used hidden tattoos or invisible ink to convey steganographic content. Today, computer and network technologies provide easy-to-use communication channels for steganography. Essentially, the information-hiding process in a steganographic system starts by identifying a cover medium’s redundant bits (those that can be modified without destroying that medium’s integrity).1 The embedding process creates a stego medium by replacing these redundant bits with data from the hidden message. Modern steganography’s goal is to keep its mere presence undetectable, but steganographic systems— because of their invasive nature—leave behind detectable traces in the cover medium. Even if secret content is not revealed, the existence of it is: modifying the cover medium changes its statistical properties, so eavesdroppers can detect the distortions in the resulting stego medium’s statistical properties. The process of finding these distortions is called...

Words: 8940 - Pages: 36

Free Essay

Miss

...http://inobscuro.com/tutorials/optimizing-images-for-web-35/ Optimizing images for web I noticed how many people don't optimize their images properly, which results in extremely slow loading time. When you intend to publish your images online, you have to comprimise the quality — just face the fact you cannot use a 100KB image on a website layout. It's not fair to your visitors. This tutorial will explain in detail how to use Photoshop's Save for web... option. Facts about image formats There are many image formats available, but only a few work on web. They differ in some important properties, and you should learn how to use them best. There are two kinds of image compression, lossy and lossless. Lossy compression means once you decompress the compressed data, you will not get the exact same image as the original. However, this will only be visible at a closer look. Lossy compression is good for web, because images use small amount of memory, but can be sufficiently like the original image. When you decompress a lossless image, you will get exactly the same image as the original. This compression uses greater amount of memory, so at times it may not be good for web. JPEG JPEG is a format name, .jpg is the extension for it. This image type is lossy, and you can control the compression level in image editors. It is good for saving images with millions of colors, like photographs, drawings with many shades, images containing gradients etc. GIF This format is a bitmap...

Words: 3185 - Pages: 13

Free Essay

Humen Resources: What Is Important for Your Team

...Before operation Avant le fonctionnement 2 Preparations Préparatifs 3 Basic operations Opérations de base 8 Advanced operations Opérations avancées MP3/WMA disc playback Lecture d’un disque MP3/ WMA JPEG disc playback Lecture de disques JPEG Changing the initial settings Modification des réglages initiaux Additional information Informations complémentaires 13 21 23 VIDEO 26 INSTRUCTIONS MANUEL D’INSTREUCTIONS 31 For Customer Use: Enter below the Model No. and Serial No. which are located on the rear, bottom or side of the cabinet. Retain this information for future reference. Model No. Serial No LET0230-002A [C] Warnings, Cautions and Others Mises en garde, précautions et indications diverses CAUTION RISK OF ELECTRIC SHOCK DO NOT OPEN CAUTION To reduce the risk of electrical shocks, fire, etc.: 1. Do not remove screws, covers or cabinet. 2. Do not expose this appliance to rain or moisture. ATTENTION Afin d’éviter tout risque d’électrocution, d’incendie, etc.: 1. Ne pas enlever les vis ni les panneaux et ne pas ouvrir le coffret de l’appareil. 2. Ne pas exposer l’appareil à la pluie ni à l’humidité. Caution –– STANDBY/ON button! Disconnect the mains plug to shut the power off completely (the STANDBY/ON lamp goes off). The STANDBY/ON button in any position does not disconnect the mains line. • When the player is on standby, the STANDBY/ON lamp lights red. • When the player is turned on, the STANDBY/ON lamp lights green. The power can be remote controlled. Attention...

Words: 19564 - Pages: 79

Premium Essay

Html

...HTML Beginner's Guide htmldog.com This HTML Beginner's Guide assumes that you have no previous knowledge of HTML or CSS. It should be quite easy to follow if you work through each step, which are all brought together at the end, before moving on to the CSS Beginner's Guide. The thing to keep in mind is that HTML and CSS are all about separating the content (HTML) and the presentation (CSS). HTML is nothing more than fancy structured content and the formatting of that content will come later when we tackle CSS. If you have looked at other HTML tutorials, you may find that they mention certain things that HTML Dog does not. This is because many methods are obsolete, non-standard or just plain bad practice. Getting into the frame of mind of doing things the RIGHT way from the start will turn in to much better results in the end. Getting Started Most of the stuff on the web is no different than the stuff on your computer it's just a whole load of files sorted into a whole load of directories. HTML files are nothing more than simple text files, so to start writing in HTML, you need nothing more than a simple text editor. Notepad is a common example (on Windows this is usually found under the Programs > Accessories menu). Type this in to your text editor: This is my first web page Now create a folder called 'html' and save the file as 'myfirstpage.html' (it is important that the extension '.html' be specified - some text editors, such as Notepad, will automatically save it as...

Words: 2252 - Pages: 10

Free Essay

Digitization

...The Digitizing Process: How it works Introduction: With the development of multimedia technology comes the need to provide a system where visual art forms such as drawing, video, and photography have a way to be produced and represented by computer programs. And because computers store and manipulate data in a digital format, the process of digitizing has become central to the world of art and multimedia. History of Digitizing: Digital image processing began with work done through the Jet Propulsion Laboratory in California in the 1960s and consisted of digitizing television images of the moon’s surface sent by the spacecraft Ranger 7. Other uses included military intelligence, urban planning, medicine (such as the CAT Scan and the MRI), and of course digital video and photography (Digital Imaging, 1997). Digital Cameras: how they work When you take a picture with your digital camera it splits the light that passes through the lens into red, green and blue, various combinations of which make up all of the colors that we see with the naked eye. Then it focuses this light onto a very small area. Unlike film cameras, that direct the light onto a piece of film coated with silver, digital cameras must convert the light it registers into voltage. It does this by using photodiodes, devices coated with crystalline silicon that produce an electrical charge proportional to the amount of light that hits it. Many photodiodes strategically placed together make up a charge-coupled...

Words: 1069 - Pages: 5

Free Essay

Hostel Management

...------------------------------------------------- Data compression From Wikipedia, the free encyclopedia   (Redirected from Video compression) "Source coding" redirects here. For the term in computer programming, see Source code. In digital signal processing, data compression, source coding,[1] or bit-rate reduction involves encoding information using fewer bits than the original representation.[2]Compression can be either lossy or lossless. Lossless compression reduces bits by identifying and eliminating statistical redundancy. No information is lost in lossless compression. Lossy compression reduces bits by identifying unnecessary information and removing it.[3] The process of reducing the size of a data file is referred to as data compression. In the context of data transmission, it is called source coding (encoding done at the source of the data before it is stored or transmitted) in opposition to channel coding.[4] Compression is useful because it helps reduce resource usage, such as data storage space or transmission capacity. Because compressed data must be decompressed to use, this extra processing imposes computational or other costs through decompression; this situation is far from being a free lunch. Data compression is subject to a space–time complexity trade-off. For instance, a compression scheme for video may require expensive hardware for the video to be decompressed fast enough to be viewed as it is being decompressed, and the option to decompress the video...

Words: 12347 - Pages: 50

Premium Essay

Photography Camera Buying

...Digital Photography and Imaging Research Report Assignment 1 CSW201 1/21 Table of Contents Introduction ................................................................................................................. 3 Abstract ....................................................................................................................... 3 Types of Camera, Equipments and Formats ............................................................... 4 Different Types of Photography ................................................................................ 10 Camera Features that Enhance good quality shot with photography techniques ...... 14 Criteria for Buying a camera ..................................................................................... 16 Conclusion ................................................................................................................. 20 Assignment 1 CSW201 2/21 Introduction “What are the things you look at, when buying a digital camera”? I asked “I know nothing about the cameras and its techniques. Well! , you know! , when I just felt like having a camera, I just came here and bought a one”. An owner of a Digital SLR camera replied back, standing at the most famous Digital Camera’s Shop in the Capital City of Maldives. He is correct in his reply. Majority of the people doesn’t know about the different camera types and use of it in different types of photography. What purposes do the camera they...

Words: 4654 - Pages: 19

Premium Essay

Nt1310 Unit 3 Assignment Analysis

...the subtraction circuit should be selected. Of the output of the computation should be on the right. Your circuit should follow this basic format, but you must design all of the actual circuits to perform addition and subtraction. You must design the actual connections between components what I have represented below is just to give an idea of where you should put the inputs, outputs, and processing that occurs in between. alu%20example.jpg Complete and test your circuit using Logism and submit the following materials. Using the export image feature in Logism (Use File-Export Image from menu), export your circuits in jpeg format include it as part of your post. Moodle has the ability to insert a jpeg image. Save your Logism models as a circ files and attach the files to your assignment posting. Your submission You have not submitted your work yet Skip Navigation Navigation...

Words: 945 - Pages: 4

Premium Essay

Techology

...Western Institute of Technology Luna St., La Paz, Iloilo City College of Engineering Name: Jethrow D. Laurea Date: September 28, 2015 Course & Section: BSIT4-A Experiment No. 1 OPERATING SYSTEMS HARDWARE STRUCTURES and I/O SYSTEM MANAGEMENT OBJECTIVES: 1. To operate the Device Manager of MS Windows 7 independently; 2. To determine the different hardware that makes up the entire computer system; 3. To validate the theories related to computer hardware structures. DISCUSSION: The Device Manager (see Figure 1.1) is a system software that comes with MS Windows 7 operating system. It is a powerful tool that lets you inspect, manage, and troubleshoot drivers for the hardware already installed in a computer. Figure 1.1 Device Manager EQUIPMENTS: One (1) Set Desktop Computer with MS Windows 7 operating system installed PROCEDURE: 1. Boot the computer using MS Windows 7 operating system. 2. Choose Start>Control Panel>System and Maintenance>System>Device Manager. - or - Choose Start, type “device manager” in the Search box, and then press Enter. 3. Expand the “Display adapters” category by clicking its corresponding plus (+) symbol. 4. List down below all installed devices under Display adapters. Display adapter devices: a. AMD Radeon HD 7640G 5. Show the device’s properties of first listed device by right-clicking its device name and then clicking“Properties” on the active menu (see...

Words: 4193 - Pages: 17

Free Essay

Nikon

... As a photojournalist, I always strive to convey the moment just as I see it with my own eyes. This demands a great amount of footwork to get acquainted with the location, and the time to establish a rapport with the locals. Shooting early in the morning with the D80 left an immediate impression on me. There was limited light, and that was comprised of a mixture of natural and artificial light. A film camera in such a situation requires complicated use of filters, whereas the D80 was able to achieve accurate white balance and metering under mixed light sources and produce beautiful results. Y (Yves): I believe shooting in the cafe allowed m e t o c l e a r l y ex p r e s s m y f e e l i n g s a b o u t the location. I am always exploring how best to express myself based on the inspiration I draw from the actual scene. And for me, the light is the inspiration. I like to control the light in each shot, which of course includes capturing the mood of the natural light, while at times also taking advantage of reflected light or using flashes. The D80 produced images just as I envisioned them, performing perfectly throughout the trip. Images from the D80 are of the highest quality, and I can edit them freely after the shot. The D80 can even perform in-camera editing, which only adds to the creative possibilities and makes digital easier and more enjoyable for everyone. Anyone who takes photos understands the desire to capture precious moments the instant they unfold, and the need for...

Words: 7134 - Pages: 29

Free Essay

Hjdbhs

...have many pixels then the image would be very small so that it looks nice, but when this image is enlarged it would become distorted and not look correct and then you may be able to see the pixels that have been used. To find out the amount of pixels within an image you can check the width and height of an image, for example a picture has resolution of 1280x1024 this would mean there are 1280 pixels from one side to the other, and 1024 from top to bottom. One other way you can figure out the number of pixels within an image would be to look at the megapixels, this is a single number that expresses the amount of pixels within the picture, for example you can get a 5 megapixel camera, and a megapixel is equal to 1 million pixels. To figure out how many megapixels there are in an image would be to multiply the height by the width, such as 1280 x 1024 = 1,310,720, or 1.31 megapixels. Images intensity is measured by three different beams of light; these are red, blue and green. If all are set to the highest level then the images would become white, whereas if all the light is set to the lowest level then the image would be black. An image with a high intensity would look much better than an image with a...

Words: 2667 - Pages: 11

Free Essay

John Deere's Have the Soft Touch

...business’ everywhere. As up to this point you had to be very strong to drive the tractor doing actual field work. At this point in history many farms were small family run farms, meaning that many family members could not do the field work putting a lot of pressure on those members of the family that could. The addition of the power steering feature really opened up the agricultural business and allowed for the modern machines that we have today. The 1950s ad for John Deere that started it all is very clever and convincing in the desired message of “buy these John Deere tractors” through the use of logos, ethos and pathos techniques. While the John Deere Company does use all three techniques in this ad they mainly focus on logos. The whole ad focuses on how much easier it is to drive the tractor and what a difference it makes on your muscles as well as the time savings. The very first object you notice when looking at the ad is thee kitten driving the tractor and the first thing anyone would think after seeing this is “that must be so easy to drive and if it is easy to drive than it will make my job enormously easier”. The first line of the ad even reads “every time you take the wheel, tireless hydraulic muscles save you time and work”. This one line alone makes the logical part of your brain start to pay attention and think of all the things you could so with the time and work savings. It...

Words: 728 - Pages: 3