In the ironic pieces that follow, Play-Doh, a company that sells molding clay and other crafting projects, sheds an innocent light on their product. They do this by having a whited-out background, giving a clean feel, and bright, somewhat primary, colors of the play-doh and type that gives the ad a youthful aura. This helps Play-Doh to startle people with the imagery of potentially dangerous objects crafted out of their product, displaying that one's children will be safe playing with their product no matter what.
The vibrant colors contrast with the plain white background to really grab the viewers attention. It keeps things simple, yet interesting.
So how does the lighting of ads and design play into this aspect? Well in order to create the intense, dramatic effect that NIKE aims for, contrast must be created. Our eyes are instinctually drawn to the harsh lines and angles created where the darkest darks meet the lightest lights. The shadows seem to slow the movement, as if the subject is frozen for that a split second allowing you to pause and empathize with the truth displayed in facial or bodily expression. The dark caused by a lack of lighting in these ads excite the audience because the shadows remind us of danger, of struggle, of depth, and all the unknown obstacles to come. But then there's the light. In a way, the lighting used in NIKE's dramatically-designed ads is metaphorically a call to action. The beads of sweat, the shine hovering the ripples and curves of muscle, the glisten of a focused eye - these all highlight the intense pride that comes from accomplished and hard-earned goals. The lighting captures all the struggles and successes of an athlete in a way that inspires consumers to grow their own mental toughness, and to use NIKE products and resources along the journey.
