Throughout the whole essay was highlighted how advertising has two different 'faces', and the choice of using red, white and black type came to reinforce this concept further. Red is bright, the colour of danger, red colour is used to attract people’s attention when something needs to be highlighted, as the dangerousness of advertising if designed without following ethical codes. On the other hand, the white pages with black type, highlights the potential adverts has in terms of improving people’s lives.

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