On "Rhetoric of the Image" by Roland Barthes, and analysis of Panzini ad.
Magazine Advert Analysis
Textually the eye is first drawn to 1 but also to 3 which shares similar weight on the page, the pull between these two elements has almost a downward pull towards 1. The text “Redefining liveaboard diving” firstly supposes that that the audience has an understand on liveaboard diving, secondly give the implication that the service will be above that of other companies. 3 is signifier of the tale of a whale, which provides a signified of a whole whale – an animal known as on the of the deepest diving mammal understood to science this knowledge of whales provides the sign of extreme deep diving, to a depth that is almost fantastical. 3 is the key sign of the advert both it and the anchorage at 1 work as a duel message, the text and image suggesting that this company provides a diving experience that will take the consumer deeper and further than any other in new ways.
2 is a somewhat subtle snap back to reality as it defines a definite depth and passenger size.
Interesting the motion of the tale creates an upwards verticality to the rest of the piece, indicated by 4. If one allowed their imagination to continue the movement the tail would move over the text at the top of the page.
The advert has very much an very minimal pallet as shown in 5 it is near a duotone with only the image pushing it to at most a tritone, the predominate dark tone serves to highlight the white text.
Design In Context
Daniel Thomas Coates, graphic designer based in the UK. Currently a student at the University of Cumbria, Carlisle.