Thursday, November 10, 2005
The Light Refreshment
I'm a big fan of 50's illustration, especially the series done thoughout the fifties advertising Pepsi as "the Light refreshment". Pepsi used some heavy-hitters during this period, including one of my favorites, Joe DeMers, who illustrated the piece above. The reason I like these ads is not that much different from those listed in the Tenenbaums post; well composed, nice arrangement of shapes, good use of color. Not to mention DeMers was a heck of a good painter and draftsman.
Color-wise, a no-brainer. They want us to look at the attractive woman, so she is in-your-face red; the eye goes to her first. The man couldn't be any more desaturated. Now look at the horizontals and verticals versus the diagonals here; the diagonal of the woman's arm and the horizontal of her leg converge at the man's face. His look brings us back up to her face. It's like a continuous loop: Her face to her arm down to her knee to the man's face and back up to hers. The man's Pepsi is also in her direct line of sight (can't forget about the product placement!).
Here's another one, with the full Photoshop treatment applied. I do think there is a charm to yellowed old paper, but it's interesting to see what these would look like on white paper.
Not sure of the artist on this one, but it could be DeMers again, or possibly Joe Bowler. Great composition though.