The example for this advertisement analysis essay is the Staedtler Textsurfer Classic Highlighter. This ad was published by Staedtler, a renowned German stationery company in 2018. The ad features a large highlighter appearing on a road leading to a city. The Staedtler Textsurfer Classic highlighter seems to be featured due to its size, color, and cut-out cityscape. Centered at the top of the ad is the slogan “Never Get Lost,” written in scribbled letters. The slogan and pen suggest that the advertisement was published to promote sales of the new line of rebranded highlighters. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The ad has a vertical rectangular layout, actually almost square. The ratio between the vertical and horizontal edges is approximately 5:4. There is no frame or border on the edge of the ad. The ad is vertical rather symmetrical, with the pen as the central vertical axis and the line of symmetry. The only few things that are asymmetrical are the slanted tip of the pen and the height of the buildings against the backdrop of the cityscape. Another notable point will be the small slogan “Find your way easily”, the company name and logo placed in the bottom right corner instead of the center. However, these features can only be seen when looked at closely. The ground line of the cityscape in the background, connected by the separation of the tip and body of the highlighter, forms the average horizontal axis of the advertisement. On both sides of the road there are meadows, where the texture of the grass is represented through thin lines and different achromatic value. The pen has a body with a glossy finish and a tip with a seemingly matte finish. This can be seen by the very fine highlighting present at the shadow of the body but not at the tip. There is no light source in the advertisement, but the tint on the right side of the pen and the shade on the left side tell viewers that the light is coming from the right. Viewers can also see the shadow of the fence on the road to the left. The road has a rough texture, although it appears smooth due to the dark black color, the thick chalk line drawn by the pen on the road suggests otherwise. In this one-point perspective advertisement, the white, straight, solid lines of the road, the edge of the lawns, and the relatively organic lines formed by the clouds converge towards a vanishing point, which is obstructed by the pen. However, viewers can also tell that the vanishing point is the pen itself, positioned exactly in the center, which brings the product into focus. Next we will analyze the colors of advertising. In the advertisement there is only one colour, yellow, and the intent is clear: to best show the pen. Therefore only the pen and the slogan are colored with great intensity. Viewers can almost feel the bright yellow light projected towards them. The great color contrast works well with the 2 slogans, which aim to allow product users to "find" their way between the lines of words. Yellow is chosen over other colors in the same line of highlighters because it is the color of light. Here the pen symbolizes light in the darkness, as if showing a lost traveler the path along the dark road to the city. Analyzing the ad, viewers are unable to say the name of the city since there are no major buildings like the Empire State Building in New York or the Shanghai Building, of course, in Shanghai. However, the identification is not important. Advertising.