LANCÔME PARIS

ÔSCILLATION

Identification of

Advertisement Type

The type????

Narrative pattern

A story or part of a storyIt may be spoken, written or imagined, and it will have

one or more points of view representing some or all of the participants

Determining Social Relations involved in your Advertisement

The Image and Act Gaze• Offers the represented

participant as informational items and meditation objects

• Addressing the viewers

indirectly

• The viewer is not the object; represented participant is the object of the viewer

• Size of Frame: Very close shot

• Social Distance: Close Personal Distance

Size of Frame and Social Distance

Angle and Involvement or Detachment

• Horizontal angle

Modality Markers• Low color saturation and

modulation

• Perfect illumination

• Different display of brightness

• Pleasure principle is allowed to be dominant

Sensory Coding Orientation

Relation between the interactive participants

and represented participants

Indirect and non-immediate

Interpreting Written Text

“MUST-HAVE”the attention

getter

Use of famous cities

The choice of

word

The function is stated

Interpreting the Message as a Whole

Information Value of Left and Right

• Given – the beautiful model

• New – the Ôscillation

Information Value of Top and Bottom

• Ideal – model, Ôscillation , texts

• Real – availability of Ôscillation

Information Value of Center and Margin

Salience• Element that made

to attract viewers’ attention

Framing• Device that connects

or disconnects elements