Words and Image in Advertising

Here are some examples of words and image used in advertising. All of these have a good relationship between the words and images. The words and images influence each other, combining to make an effective advert that promotes the product.

In this Cadbury Creme Egg advert the type relates directly to the product. It's hand written using the creme from the egg. Not only is it in this creme, but the typeface links to the texture of it. For example, rather than the font being Times New Roman style, which would have no relevance, it is rounded and different shapes and sizes. The weight varies, some bits thin and some bits wide with large blobs. This matches the thick smooth texture of the creme.

This advert is for a fridge so they have cleverly made it look like an actual fridge with a white background and lots of magnetic alphabet letters on it. Some of the letters are then arranged to give information on the actual product such as the model and price. The different colours, wonky layout, and spare letters scattered, depict exactly what is found on many fridges so is not only bright but also relevant.

This advert is one of many Direct Line adverts that feature the same imagery. The type is made out of one red line linking to the name and colour scheme of the company. This particular advert is about helping pets get healthy again and shows a photo of a street where cats roam. The cat is made out of the singe red line that continues across the advert to form the type that reads their slogan 'take the direct line'. The single red line matches the company name and slogan and incorporates whatever the advert is about, in this case pets.

This is an advert for Starbucks Coffee. The image shows a cup of hot coffee with steam coming out. The type relates perfectly to the imagery as it is in a thin, wispy, floaty font. This means it blends in with the illustrated steam that is also wispy and thin. This is much more creative and innovative than the type being written in a text box on a horizontal baseline in a default font.

This advert is part of Buxton's new Naturally Pumped Up campaign. The image shows a Buxton bottle with water 'pumping' out. The type that reads 'Naturally Pumped Up' is arranged so that it looks as if the letters have burst out the bottle with the water. For example the letters are uneven with different angled baselines and are bevelled and tilted in different directions.

This advert for Puma features an illustrated trainer. The lace exits the trainer and forms calligraphic type. This was part of a series designed by Alex Trochut, where each design had a different trainer and city. All are based on the same theme where the lace exits the trainer and forms eye catching type. This is much more creative and striking, using the product advertised to make the type, than a text box with standard type.