About the examQuestions 8 - 12: example

Imagery

• The imagery of brightly dressed diners and dancers give the impression of a vibrant atmosphere. This makes the poster attractive and conveys a sophisticated, fun atmosphere.
• The imagery has been simplified into flat coloured shapes and unnecessary details have been removed. This makes the poster very easy to understand from a distance which is important in communication visual information.
• The imagery is presented from an unusual perspective, looking down on the scene. This makes the viewer feel as if they are looking into the image rather than being a part of the scene, making them think that this is something they would like to get involved in.

Layout

• The layout is dominated by the imagery which is placed above the text. This has the effect of making the viewer look at the image first and then wonder what the poster is about, leading them to read the text to find out.
• The image is crowded and has been laid out with overlapping elements. These lead your eye in a circle around the poster, with a large yellow lamp making a focal point.
• The image has been outlined in blue and then given another border – a white box, surrounded by a red line which harmonises with the lettering. This creates a frame within a frame which further emphasises the images, almost like you are looking through a window.
• The lettering has been placed on a simple white background with the logo for the London Underground underneath. This creates space and allows the text to contrast with the busy image above.

Function

• The poster is designed to advertise the London Underground. It does this is a clever way by showing an sophisticated activity that you could take part in if you travel into London by underground. It makes travelling this way seem more glamorous.
• One function seems to be to persuade a target audience who might be too ‘posh’ to travel by public transport normally to go on the Underground. It does this by showing men in dinner jackets and fashionable women in bright evening wear.
• The poster may also be intended to make ordinary people who travel to work on the Underground think about using this transport at other times, when they are going out and socialising. It does this by presenting a colourful and fun impression of London nightlife which may appeal to working people.