This Lindt chocolate ad is all about looking clean and crisp. Most chocolate ads seem to be like this. Probably because people don't want to think of any grime sticking to their precious sweets (and in ads, chocolate looks very similar to a certain other brown substance). Most people figure that messy does not equal classy - therefore ads that are presented as chaotic (ie - messy) are left for kid's cereals and potato chips (but not those "classy" chips that cost 10c more than regular chips).
Anyway, showing a single Lindt chocolate being hand made on top of a (supposedly) marble table looks classy (although I am aware that it is somewhat tongue in cheek). Also, just having a single slogan of text keeps things easy to read.
It has warm chocolaty colours behind the chef (chocolate maker?) and the chocolate itself has a good rich brown colour (which is more than likely CG). The gold text adds to this colour scheme. I'd guess that the box shot itself is also CG, simply because it is simpler to get more different angled, perfectly lit shots through digital rendering than photography (I'd take that standpoint on most advertising product shots, even though there are probably lots of photography purists who'll hate that fact).
Another ad going for a look of class. It has a very nice archetypal image of "Italy" in black and white. The product (I think it was wine, I wasn't really looking at it) is in colour, so it attracts the eye's attention over the black and white image (as does the red word Riccadonna). I've never been to Italy, but I assume it consists mainly of dark haired supermodels who ride around on Vespa scooters, and aimlessly wander around expensive looking villas in a romantic, slow-motion haze. I guess ads like this are for people like me. The wine must be good, because it comes from an Italian stereotype - and Italians like wine, right?
..and the wet splash around the wine bottles makes it look cool and refreshing.
No comments:
Post a Comment