This FedEx advertisement uses an image to portray a message. The only words on the image are “FedEx Express.” This is because they don’t want to distract from the overall message of the image by using words. They want you to focus on who they are trying to endorse through the advertisement. When I first saw this image, it definitely caught my attention because it is different than something I would normally see. I believe that is why they decided to make the image look this way. The ad shows a fragile vase going from the hands of the shipper (on top) to those of the shipped (on bottom). The ad is implying that FedEx will take good care of fragile packages and get them quickly to their destination. It is as if the package is going straight into the hands of the person at its destination. This ad gives a feeling of safety associated with FedEx Express shipping. The hands are closed tightly around the vase and all seems well in the photo. They use very neutral colors on the vase because they want to draw your attention to the side of the box where the words “FedEx Express” are written. These are the only bright colors in the whole image. They want you to keep your focus on the company in which they are advertising. The rest of the image is in white, off-white, tan, and black. This definitely helps the reader see what the ad is trying to sell.
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