Beruflich Dokumente
Kultur Dokumente
George Tsoukalas
commercially based economy. In Dorothy Cohen’s Elements of Effective Layout, the author
illustrates how important advertisement is in today’s world arguing that as a result of competition
the standards have changed. A particular layout, as explained by Cohen, can be a means to attract
attention and a method to present the dominant requisites of an alluring presentation. The
segment focusing on unity and how it is an important element of attracting attention helps
borders may occur within an ad, and, when they are similar in thickness and tone they provide a
sense of unity”, here the author debates about how the graphic requisites of attraction in
advertising are crucial in order to spark interest to a viewer. This process is best defined when
describing a certain ‘unity’ within the layout. The similarities in ‘thickness’ and ‘tone’ are
The author begins by describing the balance requisite and how an advertisement can rely
on how ‘visual weight’ is distributed within its ‘landscape’. In this first section of the article
mathematical terms are used to illicit a sense of visual and spatial concepts, for example the
aesthetic layout in a graphic representation to best describe the size of an element in regards to
George
proportional images use the proportion of a layout to fortify a particular theme or underlying
message. In a third section, the movement aspect of graphic layout is explained as a sequence
which enables directional flow in order to direct the interpreter into a coherent and cohesive
manner. Typically via, either, gaze motion or structural motion which can differ from one
individual to another. The fourth requisite of graphic layout is unity, this element being an
important aspect of interpretation, is how Cohen identifies the combination of all aesthetic,
structural and visual aspects of the image form a whole in order to display the intended message.
This being the accumulation of the graphic representation as a whole is dominantly the main
aspect when summing up the advertisement in its entirety. Particular attention is paid to form and
the use of white space in order to bring out all aspects rendering a thorough representation of a
particular theme or idea. Also, another section pertains to the clarity and simplicity, which tells
us about how the message will generally be interpreted and what will be the outcome of such a
message when displayed. Lastly, Cohen discusses emphasis in order to best identify how the
most important element is emphasized in order to strengthen the intended point behind the
advertisement.
Although the information provided within this text is accurate, the segment concerning
unity and how the border of a graphic layout achieves a sense of unity by adding a boundary is
appropriate for the particular topic, but has a fallacy that of hasty generalization. For some, such
boundaries help strengthen the image’s unity, but others may simply see such boundaries as
limits or borders. This generalization is also hasty, because the thickness can identify the unity of
the advertisement, but can also identify the particular look or style the creator is attempting to
illustrate. The information within this passage is certainly accurate, but is not final.
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know that borders that are similar in tone and thickness do help unify the image, but don’t make
the graphic layout limitless or one-sided. As an interpreter, I can justly see such borders as a
means to create boundaries keeping the strengths of the image concealed within a structured
This article helps illustrate the fundamentals behind graphic layout and advertisement in
contemporary marketing strategies. Cohen reveals such concepts in an essay on unfairness about
trade regulating rules where advertising takes a whole new approach towards legality of
Works Cited
Cohen, D., “Elements of Effective Layout.” Writing and Reading Across the Curriculum: