Classification of Advertisement Illustrations

Trevor Millum 1975

Form

Content

1) The four basic constituents:

- headline

- copy

- illustration

- logotype, slogan and coupon

1) The Four Elements of the Illustration:

- Product

- Props (functional or nonfunctional or metaphorical)

- Settting        a) familiar or wishful or fantastic

b) Mood

c) outdoor/ indoor

- Actors

a) Relationships

b) Appearance

c) Manner

d) number, sex, age

2) Illustration Techniques:

- photographic

(one major or several separate pictures)

- drawings, diagrams, paintings

2) Types of:

- Setting

- Expressions

- Poses

- Directions of Attention

- Clothes

- Hair

- Tactility

3) Overall Impression and Style of the Advertisement:

- impact

- neatness

- homogeneity

- size

- use of colour

3) Meanings of:

- Poses

- Expressions

- Props

- Settings

Rhetoric

(= Methods of Persuasion)

1, Product Presentation, esp. Product Transformation

2, Typification of the actors, esp. Testament

3, Association, by figures of speech transferred into the visual medium

4, The Supervisual, by impression of the picture