This blog post is in response to our second assignment for the Visual Literacy class, in which we are asked to analyze various aspects of two print advertisements: one considered a ‘successful’ ad and one considered ‘unsuccessful.’
The first advertisement that I selected is this August 2009 advertisement created by the Salt Lake City advertising company Richter7 for the website strongermarriage.org, which offers resources — classes, tips, counseling — to couples who want to improve their marriages:

from Ads of the World website (http://adsoftheworld.com)
I consider this advertisement successful because it is simple, containing little irrelevant or extraneous information; visually striking, with lots of nearly-empty space and dramatic text; and highly creative, playing with the tangible nature of the original advertisement to create a hands-on message that requires significant thought and potentially interactivity between the page on which the text is printed and the reader of the ad, who is asked to “cut on dotted line” and “rotate 180 degrees” to discover the secret to “build[ing] a lasting relationship”.
One of this ad’s most appealing features is the strength of its visual elements. Although some commenters consider the faded, marble-like pattern of the background dowdy and old-fashioned looking, it also lends to the concept being discussed (a good marriage) a certain sense of stability, reminding the reader of long-lasting monuments and sturdy, yet grand buildings such as those in downtown D.C. — I am most reminded of the material that comprises the Washington Monument, for example . As for the main text, “me” is in extremely large, thick font at the upper center of the page, designed to catch the reader’s eye. Meanwhile, the ‘instructions’ and secondary text, including the gist of the ad, are done in readably-sized type in a direct, unfussy fashion of communication. Overall, the advertisement is trying to sell 1) a concept — working on a strong marriage is good and requires both parties’ involvement and 2) a service — the website that will help you strengthen your marriage.
When examining this advertisement through the framework of the Seven Principles of Visual Literacy, the most applicable principle I found was the third:
3. Viewers take an active part in interpreting visual information.
As the picture to the left of these explanation shows, the ad quite literally interprets this principle: it requires that the viewer actively participate in its message, whether mentally (picturing the final product as a mental image) or physically (dredging up some scissors from the silverware drawer). In this way, the advertisement relies on more than just form, or “looks” — it seeks a more involved, more active audience as well as providing an amusing thirty seconds or so of consideration.
This ad does not contain a large amount of background knowledge from its viewer: perhaps the acceptance of marriage as 1) something worth saving and 2) something that can be ‘worked on’ in ways such as those found on the website, or the ability to think spatially.
The company that produced this advert (website information above) does not offer a huge range of work examples, but many of these examples do have an “old fashioned” sort of theme connecting them (‘vintage’ pattern, faded colours, etc.), such as this advertisment. However, a large portion of their work appears to be in the medium of filmed advertisements, which would differ significantly from this kind, especially as these ads’ “gimmick” relies on their tangible nature.
I would envision the target audience as married couples post-honeymoon+newlywed-bliss who wish to receive more information about maintaining or improving their marriage: the poster emphasizes stability, togetherness, and many other things that a younger person or couple might shy away from.

I consider this ad unsuccessful for its cluttered design, unclear message, and lack of focus. Overall, I feel that the many elements, despite managing to communicate their message, do so in an unorganized and confusing way. In other words, had I found this advertisement on the pages of a magazine, I certainly would not have devoted the time to analyzing and discovering the message within the image.
Although the visual elements of the piece are strong: the blue shades are a unifying theme, as is the symmetry in the design, there are far too many elements crammed into the design: too many fonts, too many words, too many images. It presents an image of organized chaos — but chaos all the same, and something of the message is lost in the attempt to create a visually stimulating design. The overall composition reminds me of a 1970s photo album, from the disco ball to the broken couch to the neon roadside signs. All these in combination convey the message that Greyhound bus trips are a ‘retro’, yet cool way to experience the USA: not uncool, like “a dent in the couch.”
The most suitable principle of visual literacy for this advertisement would be #6:
6. Visuals present information in interrelated, non-linear ways.
Although there certainly is a “line” down the center of this page, there is certainly no linear way of thinking that would connect a broken, decades-old couch to the Greyhound bus system. However, the words — and there are many — in the advertisement attempt to connect the seemingly random images into a cohesive train of thought. The attempt, however, is only half successful.
The ad relies on the preconceived notion that Greyhound buses are “Tried and True, Simple ,Safe, and Boring,” and in turn the knowledge that Greyhound has been around for several decades now.
Unlike many of the earlier Greyhound ads, this one appears to be much less focused on the information (except for the blurb “Faster routes. Less stops.”) about the buses and the amenities or services they offer and more on the “Greyhound experience” — much like the idea from our earlier readings, that the “brand name” is more important than the “product”. Here, the ‘experience’ of being hip, moving fast, etcetera, is being sold, much less so than an actual ride from point A to point B.
I envision the target audience to be teenagers or young adults; those who have grown up with an era of two-plus cars per household and a view of public transportation as “creaky” and old-fashioned, as the ad focuses most heavily on revamping the image of Greyhound from frowzy and stolid to young and sleek.