iPad 05: Creative Content

As stated before, the creative content for this ad is a design created for either (or both) internet ads or magazine placement. It maintains a simple visual and verbal appeal, aiming to capture the attention of the potential customers with clean, easy to understand at a glance visuals, and slightly vague yet comprehendible wording. It goes from left to right, immediately drawing the viewers eye to the far left to the image of the iPad, then to the bold lettering to the right, and then down to the bottom to finish off the viewing. “The way you create, select, and arrange everything---the type, visuals, and graphic elements---in an ad or graphic design piece is design.” (Landa, p. 125) All of these elements come together to most effectively lead the customer to the desired conclusion—buying the iPad.

Visually the ad is clean and precise. The main visual element of the iPad with a shilouetted image of a rock singer emphasizes the point of “change rocks,” sitting atop a black fading to white and back again gradient as the background. The word elements are sparse and well balanced, lead by the large white lettering of “change rocks.” “There must be a central thought, an underlying idea or related ideas, or a theme carried throughout the campaign. That central thought is communicated visually through the design of the campaign.” (Landa, p. 168) The only color in the ad is the image that appears on the iPad which creates strong visual contrast without being a cluttered and too complicated to look at.

Verbally it is succinct and easy to follow, yet also interesting and abstract enough to avoid making its intention of selling too obvious. The verbal message is intriguing, letting the viewer know that change is not the monster many people believe that it is, and it is in fact fun, useful, and if you will, hip. “When copy sounds conversational, then the reader feels you’re strking up a conversation, rather than pounding her over the head with a sales pitch.” (Landa, p. 151) Re-learn everything tells the viewer to embrace that change and relearn how they live certain aspects of their lives such as music, movies, tv, entertainment, and nearly anything else you can imagine.