Color

This is an ad for the watch brand, Casio. As you can see, this picture used for the ad is unusual particularly because of its color and in the context that it is used. The picture itself (if it were displayed in black and white), is not out of the ordinary, but the color sticks out like an odd ball in the scene. It is definitely eye catching because of the contrast of bright bold pink in a sea and sky of blue. We do not usually associate the color pink with ships, and it is very unlikely we have ever come across one. This image is one of many in a series of Casio's advertising campaign which uses very "butch", powerful, strong, fast, high technology machinery like the navy ship above, all coated in pink. With social factors in mind, this ad is trying to market Casio to women and the color says it all. We all know (at least here in the U.S.A.) that the color pink is pretty much the stereotyped color for women and advertisers for Casio are using that to deliver the message. The attributes of "manly" machinery such as the ship are juxtaposed with the color pink to suggest that this can be made for women too. Other interesting design elements here are the movement and the direction. Although this is a still ad, you have the impression that the ship is sailing away by implied MOVEMENT. This is the impression because of the diagonal position of the ship which deviates from the concept of balance and the felt axis vertical-horizontal line guide. You can also observe the white foam on the bottom of the ship to indicate it is creating tension with its surroundings, causing the foamy white waves swishing in various small diagonals. DIRECTION is indicated clearly because of the diagonal positioning of the ship, the receding appearance of the ship towards the top right. There are strong lines that lead or indicate the direction especially the strong solid yellow line that seems to be pointing at two o' clock (or 45 degree angle).