This is the center half of the right-hand column of the right-hand page in the 3-column layout of the Feb. 28, 2011 New Yorker.
Notice the ad for the vehicle
at the bottom of the page. Wizzo says this is an excellent example of multilayered visual surprise.
1. The roof of the Mini extends higher than its allotted space, covering part of the GUIDED KAYAK TOURS ad above it.
2. “Extensions” – images that extend beyond their canvasses – have been common in the world of outdoor advertising for many years but have not been possible in magazines due to the fact that an extension would necessarily bleed into the ad above it, rather than just extend into the “sky.”
3. Did you notice any contact information in the ad for the
Guided Kayak Tours?
4. That’s right. The Mini people paid for this phony ad just so they could “infringe” upon it. Take that, Broca’s area.
5. Here’s the “multilayered” part: Notice how the kayak is being carried on the roof of the Mini.
6. The message is clear: “The new Mini Countryman is big enough to carry your kayak.” With a man in it. And an ocean. And a few mountains.
7. Yes, The New Yorker is a high-tone literary magazine. Anyone who reads it is a snob. Wizzo reads it. I’m sure I’ll get it trouble for saying that, but I gotta call’em like I see’em.