Red Lanterns Towards The Future

Advertisements often reflect the impressions and expectations of certain groups of people. In the Morgan Stanley World Wise magazine print ad, we can see an optimistic portrayal of the economic interests for the investment market of China. Graphically shown are oriental styled, red lanterns floating away towards the open ceiling of an ultra modern commercial high-rise building. This type of pictorial display points viewers to predict China’s changing economy will continue to grow and perform well for a wise investor. Well structured, visually symmetrical, and conservative in coloration, the Morgan Stanley advertisement is geared toward intellectually minded, professional, and well-to-do middle-aged individuals. The ad evokes the feeling of dependability and affluence; it conveys to the viewer that investing in Morgan Stanley World Wise is a solid and safe decision for years to come.

At first glance, viewers see vivid red lanterns juxtaposed against a darkened concrete grey backdrop. The lanterns are traditionally designed with intricate golden trim decorating the base, a reference to Chinese custom. Showing careful placement, the lanterns are laid out with regularity and balance, suggestive of stability and consistency. In Chinese culture, the color red is often associated with success, good fortune, and happiness. The simplicity of the color usage catches the viewer’s attention. It creates focus on the red spherical shapes, representation of successful Chinese business enterprises, reaching and soaring higher up toward the light of the open sky. This symbolism reinforces the emotional elements of the craving for wealth and prosperity.

Contrasting the vibrant red spheres, the remaining image is insipidly hued. Conservatively dark and somber, and using repetitive form in its configuration, the background view of a steel and concrete commercial high-rise is an expression of strength and enduring constitution. With such mass and force, the building is a metaphor of Morgan Stanley’s long-established reputation. This impression thusly gives the audience a sentiment of trust and support. Viewers receive the impression that this company has a firm and reliable foundation on which they can rely.

Another feature of this advertisement can be seen in its text. Taken from Smithsonian magazine, readers of this publication tend to be more academically inclined and have need for words to reinforce the symbolism of the images depicted. The Morgan Stanley advertisement devotes a quarter of its page space for the text description on what they are offering. The passage briefly explains the history of the company’s experience in China. In addition, the short paragraph states that, with Morgan Stanley’s insightful and knowledgeable team, the sensible investor will be guided and seizing a great opportunity to augment their capital. Written statements like these are oriented toward the intellectually minded who require more rational substantiation before making decisions.

Consequently, using simplicity in color, uniformity of shapes, and textual content, the ad for Morgan Stanley World Wise seeks to find attention from the objective reader. Conveying the idea of strength, prosperity, and future assurance, this advertisement targets a core audience of moneyed individuals who are looking at additional opportunities for wealth accumulation. Although straightforward in design, this advertisement successfully communicates the emotional feelings and logical ideas that make it persuasive and effective.