The colors black, white, and red have been associated with human feelings since the beginning of time. Black or darkness brought about feelings of panic, white or light brought about feelings of joy, while red or danger brought about feelings of danger, these assimilations were discussed in The Rhetoric of black white and red by Caivano and Lopez. Although color does a wonderful job of grabbing the reader’s attention, I believe we have forgotten just how powerful black and white advertisements can be.

When the visual is left black and white the audience has the power to determine the picture the way they see fit. The audience has the ability to determine the color scheme, the background color and the color of the text. With the use of black and white the reader’s imagination will allow them to create the perfect image. With black and white images everyone will see the image in a different way, whereas with color, the designer of the document is telling you how to view the paper.

Take this advertisement for Olympus cameras, the Black and white photo allows the audience to create their own canvas, and incorporate colors if they see fit. The advertisement allows the imagination to run wild, while thinking of all the images that can be captured with this device.

When thinking of street art most people would assimilate graffiti with color, as would I. However, when the picture is captured in black and white it allows the audience to once again fill in the space with the colors they see fit.

There are many successful companies that have also built their empires on the use of two simple colors, black and white.

Black and white images can be a very powerful marketing tool. Unfortunately, this take on advertising is underutilized. 
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In class, we discussed Scott McCloud's "Understanding Comics," which is really the seminal work in well, understanding comics.  McCloud discusses just about every, and any aspect of comics that can be conceived, and our discussion on 'gutters' was interesting, as I hadn't read "Understanding Comics" in some ten years.

As an avid comics fan (buff?), I had always been told that Neal Adams was one of the genre-defining comics-book artists of his day (which happened to precede me by some 15 years).  As you can see in the examples to the right, his use of panel arrangement was completely "outside-the-box," to coin a phrase that came up in class.  That is not the interesting part, however.

What is interesting about the two examples presented here is that they do not conform to the most-often-used transition cited by McCloud, the "Action-to-Action."  Instead, these particular panels, and their arrangement, necessitate a "Moment-to-Moment" reading.  This is interesting, because there is no shortage of action in these panels.  And in McCloud's admittedly small sampling of Western comics, "Action-to-Action" panels dominate.

There is an underlying philosophy in the way stories are told, which is probably all the more exacerbated by the comics medium (65% "Action-to-Action!"), and it is the concept of agency.  McCloud touches on this a little bit in his book, but I prefer Lera Boroditsky's thought that Western (particularly American) readers are much more likely to "assign agency" when describing events.  "John hit Bob," as opposed to "Bob was hit by John."  Or "David broke the glass," as opposed to "the glass was broken." This way of constructing narratives and describing events comes out in our visual language as well, and those artists who break free of that paradigm (like Neal Adams) are to be commended.
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