High on Red Bull

But as the reader proceeds to come down the page, they are drawn to bright colors in the lower corner. Could it be a beer bottle perhaps? After reading the confusing text, we are introduced to the product- Red Bull Energy Drink. Immediately, the reader looks back at the picture and asks, "Huh?".
             Energy drinks are supposed to bring energy to the consumer. But this character in this ad is far from energetic. In fact, he looks like the complete opposite. There is a very strong and harsh message in this ad that, in my opinion as a female reader, is more offensive than any naked woman in FHM. This ad is a reference to drug use and is sending a message to its viewers that drug use is acceptable and Red Bull can help your high last even longer. The average reader may only spend 30 seconds reviewing this ad, but the image is unlike any other in the entire October issue of FHM, therefore creating a unique image that will hopefully stay with the reader longer than any other print.
             There are many aspects of this ad that proves this ad is supporting drug users. To better understand this theory, reader eye movement should first be evaluated. As a reader, I was first drawn to the light from the top of the picture. It is bright, practically brighter than the ivory color matting. The picture was developed using a sienna tone (meaning brownish-grayish coloring). My eyes then follow the light down the bare wall to the man lying horizontally on a mattress staring up at the bright light. Although he is Caucasian, he matches the earth-toned wall. He is dressed on the mattress with a box in the corner of the picture that is aligned with his outer foot. My eye then follows the line of his body to his outer hand, which is extended, and holding a dark bottle. The movement of my eye clearly came down the page. Below his outer hand and against the white ivory background, I begin to read the checklist.