scale and proportion to create mood - use of large type to be playful. The large O's frame the faces in the design, making you focus on them. The faces are smiling creating a mood of happiness and playfulness.
Lifestyle: This Lacoste add is very busy but it works. It gives out the image that the brand likes to express. It likes its customers to feel like they can partake in any activity. Showing these activities in the ad shows ideas that can take place.