Contrast

This automotive Ad for the older Holden Commodore shows a poor use of contrast in its visual design. In this advertisement, the Holden company uses a backdrop that is quite bland and shares similar color to the car, providing little to no contrast. Also, the lighting is a bit unspectacular and also contributes to the lack of contrast because the lighting formations and colors are not variable in juxtaposition of the vehicle and the background. The neutral dark colors do not make the car pop out at the viewer. This car did not sell very well in Australia (this car was not available in the US). The lack of contrasting colors and textures makes the car look boring and unattractive, which also could have aided in the poor sales and overall failed design of the vehicle.

This ad for the BMW M3, however, works quite effectively. I chose this ad in particular because it has a couple of similarities with the ad that Holden utilized for their failed Commodore design. Both have backdrops that are neutral and plain, with a color that remains similar to that of the car, and both are dark photographs. However, what makes this ad work is the proper use of contrast between the car and its backdrop. In this ad, BMW contrasts the car greatly by using texture. It is obvious to the viewer that the background is a flat neutral black, whereas the lines of the car are exquisite and shiny. Their use of lighting works very well because not only does it show the lines of the car, but contrasts the darkness as well. Also, their use of contrast in wording at the mid-right side of the ad stating, "Street legal. Pretty much." in white against the contrasting black, works very well and is easy to read. The E46 BMW M3 sold very well in both US and Europe and BMW's marketing makes good use of contrast in their advertisements.