We all know that the purpose of advertising, in a general sense, is to sell things, and the form or “look” of the design is directed toward this main purpose. But, if we examine advertisements individually, we can decipher more specific messages such as “this is the softest toilet paper” or “this drug will help you sleep.” And, in order to convey those messages, designers make specific, formal choices like what types of lines, shapes, or colors to use or whether the composition should be symmetrical or asymmetrical.

For this discussion, look through a magazine and choose an advertisement to write about. What is the specific message or messages the ad is trying to communicate? How did the designer’s formal choices help or hinder getting across the message? Refer back to Chapters 4 and 5 to help identify the elements and principles used in the ad.