The design I’m analyzing is a Mormon Ad from the August 1998 New Era, a LDS church magazine marketed toward teenagers. I picked this certain advertisement because this is the same year and month I was born. I have changed a lot in the past 20 years, Mormon Ad’s have too.  Details about the ad specifics* can be found at the bottom of the page.

 

Contrast – The biggest contrast in the whole advertisement is between the main headings’ white font and the dark ombre background. There is not much contract between the colored boarder and the actual picture. The dark green of the board seemingly melts into the ombre gray background which barely makes the main focus, the alarm clock, stand out. The only contrast between the grayish-sliver clock and the ombre behind it is the lighting choice of the photographer. They did not go big like Mrs. William suggests to do in the text book.

Repetition – There is very little progressive repetition in the advertisement. The only commonality in the whole piece is the same font for the header and footer.  I believe that the stand alone clock with little repetition was a stylistic choice to try have the the main focus drawn to your eye quicker, but the low contrast erases any chance of having anything pop out at you.

Alignment – Although center alignment is seen as amateur in the design world, this advertisement is quite dated and probably not seen as amateur at the time. I strongly believe that the center alignment was supposed to draw your eye to the word SEMINARY that replaces the number 6 at the bottom of the clock. The strength that center alignment draws from, is the way the audience reads the advertisement. From the top to bottom, the piece alludes that seminary in the middle of the picture implying a certain importance.

Proximity – Proximity was the only good element of this advertisement. There was enough breathing room on the sides it was not overwhelming. The picture wasn’t crowded, but a simple straight line throughout the piece.

Color – The colors are very 80’s for a late 90’s advertisement. The dark green and fiery oranges are something you would see on a chunky sweater with shoulder pads. I believe with the time period this advertisement comes from, dark grunge colors where the style and the church wanted more family friendly fun colors to represent their propaganda. The color choice is obviously out of date just like the advertisement and doesn’t draw any attention to the focal point that seminary is important, even early in the morning.

In conclusion the Mormon Ad is out of date similar to dial-up internet, slap brackets and other thing in the time period. Just because the advertisement is old does not mean we should condemn it, we should draw off of the elements to create better more timeless pieces.

 

*Photograph by Welden Andersen. Can be found at https://www.lds.org/new-era/1998/08/mormonad?lang=eng