The sample for this advertising analysis essay is the Staedtler Textsurfer Classic Highlighter. This advertisement is published by Staedtler, a renowned German stationery company in 2018. In the photo, an oversized highlighter appears on a road leading to a city. The Staedtler Textsurfer Classic Highlighter seems to be in the forefront because of its size, color and cut cityscape. At the top of the advert, the slogan “Never Get Lost” written in scribbled letters is centered. The tagline and pen suggest that the ad is being released to promote sales of the new line of highlighter pens. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay The advertisement has a rectangular layout, in fact almost square. The ratio of vertical edge to horizontal edge is approximately 5:4. There is no frame or border on the edge of the advertisement. The advertisement is vertically rather symmetrical, with the pen as the median vertical axis and line of symmetry. The only things asymmetrical are the angled tip of the pen and the height of the buildings in the cityscape. Another point to mention will be the small slogan “Find your way easily”, the company name and logo placed in the lower right corner instead of in the middle. However, these features can only be observed when observed closely. The bottom line of the cityscape backdrop connected by the separation of the tip and body of the highlighter forms the middle horizontal axis of the advertisement. On both sides of the road there are meadows, where the texture of the grass is represented by fine lines and different achromatic value. The pen has a glossy finished body and a seemingly matte finished nib. This can be seen in the very fine highlight present in the body shade but not at the tip. There is no light source in the ad, but the tint on the right side of the pen and the shadow on the left side tell viewers that the light is coming from the right. Viewers can also see the shadow of the pen on the road to the left. The road has a rough texture, although it appears smooth due to the dark black color, the thick chalk line drawn by the pen on the road suggests otherwise. In this one-point perspective advertisement, the straight white lines of the road, the edge of the meadows and the relatively organic lines formed by the clouds converge towards a vanishing point, obstructed by the enclosure. However, viewers can also tell that the vanishing point is the pen itself, located precisely in the middle, emphasizing the product. We will then analyze the colors of the advertisement. There is only one color present in the advertisement, yellow, and the intention is clear: to show the pen as much as possible. Thus, only the pen and the slogan are colored with great intensity. Viewers can almost feel the bright yellow light projecting onto them. The large color contrast fits well with the 2 slogans, which aim to allow users of the product to “find their way” between the lines of words. Yellow is chosen over other colors in the same line of highlighters because it is the color of light. Here the pen symbolizes light in the darkness, as if showing a lost wanderer the way along the dark road that leads to the city. Analyzing the advertisement, viewers are unable to say the name of the city because there are no important buildings like the Empire. The State Building in New York or the Shanghai Building in Shanghai are of course present. However, identification is not important. Advertising uses landscape.