I feel that the advertisement's ambience can be described as bold, brave, powerful and fierce. It achieves this overall vibe through the soldier’s facial expression, the environment (war-zone), the gun and the soldier’s actions. The image is meant to portray determination, good judgement and self-judgement (as it is mentioned in the text below). I felt that there was an absence of axial balance, as I feel that the font of the text below the picture, was inappropriate for the context of the picture (as in the font seemed faint and minuscule compared to the intensity of the image). Also, the text aims to explain the picture to the audience, by illustrating information that is irrelevant to the picture for business purposes). There is a lot of ‘white space’ in the middle of the image which makes me feel, that it could be filled with important information in the form of text at the bottom. It uses pathos (as emotion is implemented to promote the ad). The advertisement uses logos, as statistics are mentioned at the bottom text. I feel that the advertisement is aimed at American individuals that have an interest in joining the army. It is sociological and political. The purpose of the ad is to inform people about the army and the qualities required to join it. I feel that this ad was created during the war to promote the recruitment of new troops. The soldier looks determined and brave. There is a lot of white space used and there is an absence of axial balance as the font and placement of the text does not do the picture any justice. The picture looks more like a poster than an advertisement. This is probably because, it is not eye-catching.
