Abstract
Today color photography accounts for the majority of advertising photography in magazines, but monochrome photography is no uncommon. This paper investigates the visual impression created by monochrome magazine advertisements (to see how effectively monochrome photography works). An investigation to analyze the visual impression of advertisements in magazines was conducted among seventy university students in their early twenties. the results are as follows. (1) Three factors such as Unity, Clearness and Massiveness are identified. (2) The samples including monochrome photography are superior to those including color photography in the impression of Unity. (3) Adding color to type faces and to photographs of products increases the impression of Unity. It may be said that this heightened impression of Unity is a result of the contract between the monochrome photography and the colored areas.
