Which ad do you think is better designed? Which one conveyed a message better? I found the second ad to be better designed than the first and ill tell you why.
To start there are far better figure/ground relationships in the second ad. The subject is in focus and easy to spot out from the background. In the first ad the audience isn't exposed to the subject until the ad is already halfway over along with the jittery camera movements that make it hard to focus on the composition.
Another reason why the second ad is better than the first is its use in the law of proximity. Throughout the ad there are texts that are placed close to the subject matter. This makes it easy for the audience to understand a message. The only law of proximity seen in the first ad might be cowboys, sheep and dogs go together.
What is best part about the second ad? What makes it a good design? It is the use of the law of continuity. There isn't physical lines that the camera follows in the second ad but the way the camera zooms in out and pans give off the sense that it is following a path in which the ad does. It starts out showing the truck then goes deeper into how its made then loops back to the truck for the end. In the first ad there isn't any continuity. The subject of the truck is shown driving from right to left and then in the next scene is showed going left to right. It also gives two shots that are 180 degrees opposite of each other to end the ad which doesn't really help convey a message.
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