Advertising Series #7: The Image - Face ...Where to FACE?
From the book 1001 Advertising Tips: Ideas and Strategies from the World's Greatest Campaigns, by Luc Dupont:
Before deciding the pose of people in your ad, you have to understand that every body language and face direction count!
Georges Péninou have recognized the difference between three ways of face expression: full face, half face, and three-forth.
Some sources about Georges Péninou that I found online:
http://www.wseas.us/e-library/conferences/2012/Singapore/EDUC/EDUC-03.pdf
https://www.google.com/search?tbm=bks&hl=en&q=georges+p%C3%A9ninou+advertising&btnG=
FULL FACE
The person in the ad is talking, creating conversation, or inviting. He or she is attracting attention of people right away. This face expression will create the most effective way to attract the attention.
got milk? Ad campaign is a famous a campaign that use all kinds of celebrities, place their faces directly to the audience and combine it with a catchy short question: Got milk?
Personally, I feel the combination between the endorsement of celebrity, the direct full face expression, and the short question is the best formula to create the conversation and also the attraction.
The full face expression is also applying to TV commercials when they put the power look of the eyes to convince people and to deliver the message in the intimacy way. Look at this ad and you feel like Brad Pitt is talking to you really ...really...PERSONALLY:
HALF FACE
The reader will become audience watching the event happening in front of them. You are the third person in that scene and can feel all motions and emotions are happening.
And this is the ugly one... I feel I just stick my face in the whole process of kissing...Make me feel so ...so...awkward...Yeah, it is happening now right in front of your face, even this ad is shot long time ago.
and this is something about the lucky guy:
THREE-FORTH
This face expression displays a deeper sense of psychology. The expression is trying to create a mythical attractive world. The ad will project a world to attract people who are so focused on different beauty such as: fantasy, emotion, doubts, and monologue, as well as, enlighten and understanding.
A video for this one. I think this one tell a lot like a story:
Before deciding the pose of people in your ad, you have to understand that every body language and face direction count!
Georges Péninou have recognized the difference between three ways of face expression: full face, half face, and three-forth.
Some sources about Georges Péninou that I found online:
http://www.wseas.us/e-library/conferences/2012/Singapore/EDUC/EDUC-03.pdf
https://www.google.com/search?tbm=bks&hl=en&q=georges+p%C3%A9ninou+advertising&btnG=
FULL FACE
or this...famous look from the Uncle Sam
or Nicole Kidman...
got milk? Ad campaign is a famous a campaign that use all kinds of celebrities, place their faces directly to the audience and combine it with a catchy short question: Got milk?
Personally, I feel the combination between the endorsement of celebrity, the direct full face expression, and the short question is the best formula to create the conversation and also the attraction.
The full face expression is also applying to TV commercials when they put the power look of the eyes to convince people and to deliver the message in the intimacy way. Look at this ad and you feel like Brad Pitt is talking to you really ...really...PERSONALLY:
HALF FACE
The reader will become audience watching the event happening in front of them. You are the third person in that scene and can feel all motions and emotions are happening.
And this is the ugly one... I feel I just stick my face in the whole process of kissing...Make me feel so ...so...awkward...Yeah, it is happening now right in front of your face, even this ad is shot long time ago.
and this is something about the lucky guy:
THREE-FORTH
This face expression displays a deeper sense of psychology. The expression is trying to create a mythical attractive world. The ad will project a world to attract people who are so focused on different beauty such as: fantasy, emotion, doubts, and monologue, as well as, enlighten and understanding.
A video for this one. I think this one tell a lot like a story:
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