A Formal Analysis of Lindt's Advertisement
This is an advertisement of a renowned Swiss chocolate company, Lindt. What is being advertised is the company's well-known product, Lindor. It is a chocolate truffle with a hard chocolate shell and a smooth chocolate filling. The ad is composed of several objects: In the foreground of the image, a chocolate truffle with chocolate filling pouring into it is placed on a marble table; in the background, a chocolate maker with only his half face shown is gazing at the truffle. A sentence "CREATING THE PERFECT GIFT IS A gift IN INSELF." and a box of Lindor can be seen at the bottom of the advertisement. In this image, different outlines are used to show various shapes of objects. For example, curved lines create a ball shape for the chocolate truffle; the table has a rectangular shape because of its straight horizontal outline; and the chocolate filling looks like a water column due to its vertical outlines. As for colors, Earth tones and white hues are primarily adopted. In spite of the chocolate truffle, both the background and the eyes of the chocolate maker are brown so that the theme of "chocolate" is more outstanding. The table and the chocolate maker's costume are in white that they serve as a strong contrast to protrude the brown chocolate. Also, the objects' colors in this image are shade, saturated and brilliant, especially the red box of Lindor. Three-dimensionality is embodied perfectly by the good coherence of light and value. The chocolate truffle is of lighter colors on the right and darker colors on the left. Highlight, light, shadow and cast shadow are also used, giving the truffle a 3D sphere form. Gradations of value create strong three-dimensionality for the chocolate filling and the chocolate maker as well. Moreover, the image adopts amplified perspective to give the chocolate a dramatic emphasis. The advertisement tries to persuade viewers to buy Lindor by creating a luxurious feeling...
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