Analysis of Visual Text Essay

912 Words 4 Pages
Advertising has become one of the most powerful and effective tools that business uses to launch and brand products. Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Everyday we are surrounded by advertisements, influencing us to make different purchases without our mind even realizing how much they really affect us. Advertising is available in many different mediums and communicated across many different forums. Of all of the forms of advertising, visual advertising has proven to be one of the most successful. Graphic designers have the ability to put subtle references and innuendos into your mind by utilizing different fonts, colors, and visual points …show more content…
"We know moms struggle to get their kids to eat well, and we believe our message provides a reminder that the taste of Hidden Valley Ranch has the power to encourage kids to eat their vegetables" (“New Hidden Valley Ad”). A recent study at the University of California shows that kids ate 23 percent more vegetables when paired with a moderate amount of ranch dressing (“New Hidden Valley Ad”). This visual advertisement published in multiple target advertising markets such as the June 2008 volume of Good Housekeeping periodical targets parents, especially moms, who worry about their children's diets, constantly struggling to get their kids to eat enough vegetables (Hidden Valley). Hidden Valley uses a common photography strategy in the advertisement known as encapsulation. “Encapsulation is a classic technique used to hijack your visitor’s eyes and create a tunnel vision effect, preventing your eye from wondering somewhere else in the photo” (Gardner). Hidden Valley creates the picture in a way that makes you look at the ranch being used on the broccoli, almost as if making your eyes focus in on that particular spot. The ad uses association to connect the viewer to the message of the ad. “When advertisers use association, they attempt to associate their product with the people, values and lifestyles depicted in the ads. Associations are positive and