Advertising: New Techniques for Visual Seduction

At a time when people love to proclaim (with varying degrees of sincerity) that advertising is dead, while the web assaults us with popups of dancing mortgage-rate ads, you may be looking for evidence that sophisticated, nuanced use of color, words, and image still rise above the pack. Uwe Stoklossa’s recently published book pays homage to classic and surprising techniques of visual persuasion. Stoklossa, a German graphic designer and copywriter, has gathered 500 print advertisements by agencies all over the world into one inspiring tome: “Advertising: New Techniques for Visual Seduction.” Stoklossa’s book illustrates how the most successful and memorable ads go about arresting the gaze of the viewer and earning that much sought-after double-take. The featured ads do this in a variety of ways: by upending our expectations, showing us something out of its usual context, or deceptive imagery that reveals itself, on a second glance, to be much more than what it first appeared…MORE

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