Juniper Park is a global advertising agency which has worked with numerous companies throughout its 50 year run. Over these years it has become known very famously for its clever use of symbolism in its ads to successfully display its message to the public. In August of 2012, Juniper Park's published it most recent series of ads for the NGO Canadian Journalists for Free Expression. The NGO is a strong petition group which protests the Canadian acts for restriction of journalists. This particular ad by the company depicts these very journalism tools (cameras, recorders, etc) as weapons, with the phrase "information is ammunition" written toward the bottom. This simple ad is extremely powerful in its use of creative juxtaposition of camera material and a high power gun. By comparing these two things, the ad is able to lead viewers into the conclusion of similar abilities. In showing that a camera can be just as powerful as a gun, it follows the theme of the well-known adage, "the pen is mightier than the sword".
The ad also is very smart in utilizing very dull color tones. This, although being the opposite of eye catching, actually gives the advertisement a greater sense of urgency. Truly the success of the advertisement comes from its ability to illustrate a correlation between journalism and warfare -- against the same enemy. To many, the use of firearms is the only way to counteract evil in this world. However, this ad suggests that this is not necessarily so, instead providing the idea that journalism can be just as powerful in ending countering such things. Given the intent of the ad and the simplicity of its message, the audience for such an ad is the general public. With this message, the ad hopes to bring forth a call to action from viewers, in hopes of getting them to also protest the acts about journalism restriction.
No comments:
Post a Comment