This poster brings water conservation into awareness. In this
poster we see a too-large fish trying to breath inside of a too-small bowl.
This advertisement was commissioned by Hartman Design Studio in Calgary for the
United Nation’s water for life campaigns’ website.
A real fish being inside water is representational of how
fish are in their natural habitat, but this advertisement is different. It is
the change in the fish’s representation from a comfortable to a harmful place
that ensues the stress and concern from the viewer. The representational aspect
of the real fish being in the real water is abstracted by the size of each of
the objects.
The abstraction is the idea and what makes the advertisement
have more impact. Viewers may be stressed and feel called into action to
explore what the ad is about in order to save fish. The impact of the
uncomfortable abstraction immediately leads to the symbol text at the bottom
and also commits the image to the viewer’s memory.
The obvious symbols are in text form in the bottom right hand
corner indicating the purpose or where to find the purpose of this ad. Due to
there only being a short website and no fact, slogan, or call to action this ad
and the text leave the viewer anxious to look for a solution or immediately
visit the website. The two words in the website’s name is the only immediate
solution- to be aware of water use. The symbols are the solution represented by the abstract visual.
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