How effective is this ad? This ad is probably effective because it has a scantily clad girl in it. For some reason, men and women alike appreciate that. She has her arms up and she is in a bright, white bikini. Wouldnt we all love to look sexy like that? Wouldnt we love to romp in the ocean and have people want to look at us because were thin and pretty? If we would only buy these pills we could look like that too! We would have a huge smile on our faces and a flower tucked in our ear! We would be SEXY!! The exaggerated oblong shape of the ad  is interesting because it reinforces the oblong shape of the girl in it. If the ad were square or a less oblong rectangle, the girl would not be so prominent because she would get lost in all of the white background. This way, she is framed fairly tightly and becomes a dominant part of the composition.  Before the age of internet ads, very few ads were proportioned this way  so the ad is eye-catching to most of us. The pink and green that are used in this ad seem to work really well with the overall composition and the message in the ad. They are colors that we might associate with youth. They are both sort of cool and sort of warm so that they arent too heavy or uncomfortable. Both colors are presented as a gradient so that they seem to have a light and airy quality that reinforces the weight loss idea. The colors are fairly complimentary and are pleasing and fun in the same composition. Both the green and the pink are on white backgrounds that add to the light and airy feel of the ad. To further the feeling of lightness in this ad, the ocean in back of the girl has been washed out. The girl becomes more prominent when the background is faded out and she isnt — which gives the impression that there is a lot of air between the girl and the water. One gets the feeling that it is a sunny and comfortable, but not a very hot day. The photo is faded out at the bottom so that it isn’t grounded. It seems to be floating in the ad and it doesn’t have much weight. You can’t get much lighter than that. The girl in this ad is very thin, which conveys the idea that thinness is sexy but she is only a part of the message.  I think that the total expression of lightness in the ad has an almost subliminal effect on the viewer. The message in the ad is very succinct and easy to read in a brief glance. The girl gets them to look and the text in the exciting colors invites them to read the ad. I think that this is probably a fairly effective ad. People are probably attracted to it without really realizing why. They probably feel the attractiveness of lightness and consider using the pills.

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