Forming the visual ad

Throughout his career Luis has been working for non-political organizations and occasionally for government projects. He does not have an affiliation with specific professional organizations and is not targeting them. Using neo-populist techniques, he wants to target large unorganized masses of people and position himself as a good potential head of government. I think that the reasonable choice of colors to use in his campaign would be the two colors of the Peruvian national flag – red and white. The shape of the flag can be used as well.

PERÚ LIMPIO PERÚ CLARO LUIS LO LIMPIARÁ

At the same time, the design of the advertisement needs to be simple and allow for easy replacement of the symbol appealing to a specific group. As Peruvian flag can appear in different occasions with or without the coat of arms in the middle, I propose to replace the coat of arms on the flag in the ad with a family of symbols referencing to Luis’s infrastructure focuses. To make the emblem of different focuses more prominent, I give up the three equal size stripes of the flag and make the central white stripe big and diagonal. The red triangles in the top-left and bottom-right corners are necessary for this rectangle to be perceived as the flag.

Figure 1. The core ad of the campaign.

The core ad of the campaign is presented in Figure 1. One of the additional features on it that provides even more emotional response is the strong bottom-left to top-right diagonal. From what I know about the design of logos and visual messages, people from a wide variety of backgrounds associate such a diagonal with fast and easy motion forward, eye wants to go along this diagonal. This diagonal brings to the top-right corner of the flag and leads to the textual message, uniting these two elements of the advertisement. As well, this image can be interpreted as creation of a white stripe along the flag, which is similar to the motion of cleaning. The visual features of the ad can be improved by somebody who has more expertise in visual design. I intended to communicate in this paper the general idea, structure and interpretation.

TRÁNSITO LIMPIO TRÁNSITO CLARO LUIS LO LIMPIARÁ

MINERÍA LIMPIA MINERÍA CLARA LUIS LA LIMPIARÁ

JUSTICIA LIMPIA JUSTICIA CLARA LUIS LA LIMPIARÁ

Following the idea of replaceable symbols and words Figure 2 shows examples of the other ads of the family.

Figure 2. Other advertisements of the family.