Reading Pictures





Leaving aside the dubious distinction of a 30mpg fuel consumption figure (it’s in America), this print advertisement for Jeep follows the usual protocol for car commercials. The vehicle is shown at graceful effortless speed in a traffic free environment on a lovely sunny evening (could be morning). Most car ads show the desired object as a singular item, untroubled by other road users. Apart from the rather unbelievable motion blur on the verge, this ad is remarkably restrained as far as manipulation goes. The embellishments are mainly in the areas of adding highlights to emphasise the shape of the car and adding rotational blur to the wheels. We are asked to accept that the car is actually in motion, but having witnessed car shoots I think this is extremely unlikely. The placement and treatments will have taken hours and no risks would be allowed with a moving target.