At The Movies

This first movie poster is an excellent example of hierarchy used efficiently to help the reader receive the desired message. The figure's arms are held up and the hands are turned in as if framing the heading, "This Is It." That heading is in the largest type and reads centered across the top of the page in all caps and black typeface. This leads the reader to think, "What is it?" Now that the reader is pulled in, they are able to read the smaller print explaining the details. Now the reader scans down the page as the image becomes thinner. At this point, the reader can see all the small images within the large one. These contain all of the bright different colors, which appear to be very intriguing. This ad used hierarchy in the most efficient way to portray the message while still building up excitement for what the message is. 

The second advertisement is for a movie called, Surrogates. There's a possibility though, that the reader had no idea this was even a movie ad,  because it looks more like a Bruce Willis campaign. There was poor use of hierarchy here. The most prominent visual is a gigantic picture of Bruce Willis which doesn't tell the reader much or lead them to think it's more than just an ad for him. Although the word, "Surrogates," is in the largest text, it is probably not the first thing the reader looks at. This is because of the warm red color of the words right above it, "Bruce Willis." So once again, this is all about Bruce Willis. This could leave the reader thinking that this is just an ad for Bruce Willis or even that there is a movie called Surrogates, but it's so weak that they need to pump up the big actor's name.