How is concrete?

By: Eric Skipworth

-What draws your attention about this picture?

-What is obviously unrealistic about it?

-Are there any features that seem to stand out?

-What would your first impression of this company be, based solely on this advertisement?

Being one of the world’s leading building materials suppliers, Cemex is a global concrete company that produces, distributes, and markets cement. Serving in over 50 countries around the world, here in America there are 14 cement plants and hundreds of ready-mix concrete plants. Our trademark is to provide customers with excellent service.But, a network can only be as good as its people. Our employees are experts in their businesses, and experts in serving a national customer base.

Cemexusa.com

The audience, in general, consist of anyone who does projects with or uses concrete. Specifically, it is directed towards contractors and home/business owners.

When you think about the use of concrete, who is it most closely related to?

This advertisement provides an ethical appeal, or ethos. By viewing this picture we are assured that Cemex is a reliable and highly experienced company who does the job right.

To a construction worker this may symbolize a well built home , anchored structure, or smooth driveway.

--The designer chose a rugged atmosphere to display strength and durability.

Why was a mountainous area chosen?

What does the color and design of the bridge show us?

--The construction displays the complexity and beauty that concrete can provide.

Why is there no support shown on one half of the bridge?--This is also to show strength but also depth. By seeing the bridge suspended and leaving our view open to the water we realize the ability this company has to build not just a structure “anywhere”, but a durable structure.

The movement in the picture (concrete pouring) shows just how fast it is. The company wants people to know they don’t have to wait forever for a project to be finished. Some people delay because they believe construction can take forever. However, Cemex is sending the message that quality concrete work can come in a considerable amount of time. This is definitely exaggerated but brings positive feedback for the company.

The bridge is the focal point of the picture, displaying a concrete truck on a freshly poured bridge.

By showing this, the company wants viewers to be struck by the supposable quickness of the concrete to dry. They eventually come to senses with little thought realizing this is next to impossible. However, the reaction of a solid and experienced company remains.

The oncoming car represents all customers served by Cemex. The cement truck is working swiftly but precisely in order to accommodate the oncoming customer and avoid obstacles.

What could the oncoming car symbolize?

- cemex.com- cemexusa.com

Picture/Advertisement CrewAdvertising Agency: BBDO Germany, Duesseldorf, GermanyCreative Directors: Carsten Bolk, Helmut Bienfuss, Toygar BazarkayaArt Directors: Milena Hirschochs, Jacques PenseCopywriters: Dennis Tjoeng, Andreas WalterIllustrators: Stefan KranefeldAccount Executives: Kai Jablonka, Alexandra Krull, Dickjan Poppema