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Identify Dynamic Tension

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Submitted By kapizanami
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This week, I’d like you to find and discuss a print advertisement that demonstrates the principles of design discussed in the last topic. Use the concepts and vocabulary from the discussion of design elements and principles to inform your choices and comments.
Please focus your analysis on visual tensions at play in your examples. Narrative tensions like humor and surprise may be also considered as a product of the visuals but should be secondary factors.
Acceptable sources for examples include printed ads in magazines and newspapers, static ads on websites, and posters. Unacceptable sources include web banners and ads, videos of any kind, catalogs (inside and out), magazine covers, and websites for the item being promoted. You may scan printed pieces to save as a jpg/png and attach to your response. You may also provide screen shots or urls for print ads that are reproduced online (although, again, web ads are not appropriate). See “File Formats” under Course Content for image size and resolution guidelines.
Post your example as a jpg or pdf and answer the following questions about your ad byThursday of week two:

* Which elements of the ad fit our definition of low visual tension? Which principles are used (i.e., centering, symmetry, repetition, etc.)? * The low visual tension is location on the edges as the wording stops yet is not symmetrical to both sides. * Which elements of the ad fit our definition of high visual tension? Which principles are used (i.e., contrast, asymmetry, proximity etc.)? * The high visual tension is the woman centralized in the middle breaking up the writing in the background. There is also high tension in the way the letter contour a human figure * How do the elements you’ve identified above work to create dynamic visual tension in this piece? * This image speaks words even though you cannot read the words within the background. The two figures holding each other, one that is black and white and the other full of bright color leaves the eyes to focus on the center of the page that flows downwards into the purpose of the picture which is to write a letter. * How does the use of space contribute to the ad’s rhetorical effectiveness? * The space is open as the white background is spotted with black type. There is enough negative space to pull the tension to the center of the advertisement and lure the viewer into the ad itself.

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