Succeeding image: This Jack in the Box ad is a good example of using syntactical guidelines to display the product in a clear and informative way. Viewers can instantly perceive that image's message, this is clearly a Jack In the Box ad promoting a food combination. The burger is in the center and this helps to make the viewer focus on it. The combo is somewhat balanced as you can see the burger in center, the soda to the left and the french fries to the right giving some sense of symmetry. There is also grouping as the meal deal is shown in front while Jack the mascot and a bald eagle are seen in the background wearing the same hat. This group of images displays the large font words using the an American symbol, the bald eagle, to indicate that this meal from Jack in the Box is "All-American". The meal is also on leveled ground and the background is an ordinary color which allows focus on the product and the ads message without distractions.
This is an amusing ad, but a rather bad use of syntactical guidelines for advertising and just to be clear this is supposed be about Altoids mints. The perception is far too focused on the shocked mother and boy rather than the actual products Altoids. Another reason viewers might not perceive this as an Altoids ads is because there is no clear indication of the logo/brand that catches their attention, the product is not in focus. This clearly displays positive and negative in a reversed situation where the ad has the product in a passive role to the eye while the boy and mother are playing an active role of grabbing the viewers attention. The message is not clear at first glance, the Altoids product should be positive while the two people should be a negative, but that is clearly not the case. The roles are very ambiguous in this ad causing the message to fail. Honestly I thought this was something about sex ed until I saw the small red box of Altoids which just proves that this ad fails to properly utilize syntactical guidelines.
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