Successful
(via Guido Mocafico | Clinique campaign)
Guido Mocafico's ad campaign for Clinique depicts the three products of washing one's face using Clinque's three-part process: cleanse, rinse, moisturize. In the image, the subject's face utilizes balance in the composition in that the face is divided into equal parts for each process. Similarly, the image also employs attraction and grouping because although it depicts a single face, each process is grouped together within its own division by the textures of the product. Although it is divided into thirds, the overall composition is fairly symmetrical, utilizing leveling techniques for a clean and coherent message. Further, the image successfully communicates the three simple processes of washing one's face by using comprehensive grouping techniques.
Unsuccessful
This advertisement is unsuccessful in communicating its message with the consumer in several respects. First, the composition seems rather haphazard as the text is placed in awkward places on the ad, giving the overall composition a very awkward, unbalanced feel. Also, the graphic is too subtle to communicate the intended message. In order to fully comprehend what exactly it is advertising, the consumer must continue to read the paragraph below. Thus, compositionally, this advertisement is a failure. Additionally, the use of color is very muted and does not allow the advertisement to speak with conviction, especially in the context of legality. Overall, this advertisement is very ineffective in its intended message.
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