Emphasis

Emphasis is used very well in this advertisement in two types of ways.  There is a very dynamic layer of a man's face that is very well shaded and gives a three-dimensional look and he is placed against a static black background and behind static white and orange text. By placing a colourless photograph behind coloured text, it emphasises the text and catches the viewer's attention easier.

Harmony

Harmony is efficiantly used in this advertisement because there isn't much variety in colour.  Throughout the ad shades of white, grey, black and the colour lime green is most prominantly found and gives an aesthetically pleasing look to the entire advertisement.

Proportion

The eye is naturally attracted to the largest object on an advertisement, this is called proportion.  This advertisement effectively uses proportion by making the burger the largest thing on the ad, larger than the text and the logo.  The reason is to catch the viewer's attention and causes them to view the rest of the ad to find the company it is advertising. 

Rhythm

The four boxes crossed out in this advertisement is an effective use of rhythm to capture the viewer's attention. Repeating the same box image four times attracts the viewer's attention. It makes them want to know why one set of boxes are all crossed out while the remaining side of boxes aren't.  If there was only one box on either side, the ad wouldn't be as effective. If half the boxes were crossed on one side and half the boxes were crossed on the other side it wouldn't be as effective.  The more times an image is repeated, the greater the rhythm is in the ad.

Contrast

The colours are so effective in this advertisement because the colours contrast.  Purple and yellow complement each other because they are opposite sides on the colour spectrum and blue and red compliment purple because purple is formed from those colours. Having darker colours against a bright one also aids in catching the viewer's attention.

Balance

In this HTC advertisement, the main focus is directed to the phone in the middle of the "YOU" but it is balanced by the smaller text above and below it.  It is comfertable for the eyes to view this ad and to read the text because it is all spread evenly.