Visual Language in Advertisements


This is an ad for Fedex specifically for the link from the US to Brazil. In the ad we see a building that has the US, Central and parts of South America painted on it's walls. Two windows are open, one place on the US, and the other on Brazil. A man is standing "in the US" and is passing a package "down to Brazil". Colour and contrast is important in this picture, as you must be able to see the continents while also noticing the package as well. That is why the continents and wall have similar colours, while the package is completely white, as it is mean to be the focal point. The focal point is emphasized as the perspective is almost directly on the package, and it is just to the left of the center of the advertisement. As the subjects are not looking at the camera, the main focus of the ad is on the package, and of course the passing and receiving of it. The aim of the ad is to showcase the ease and simplicity of the delivery service, and they showcase this through the visual metaphor of opening a window and passing it to the person living on the next floor. 

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