Distances in Advertising Design

Whether it is a television ad, one in a magazine or a billboard on the side of a bus, marketers and advetisers try to get their product to you.  One of the basic concepts is how close the product is to you.  The closer the product the "friendlier" it is.  There are three types of distances:

1. Social distance:  This is the distance that is most comfortable in a public space (distance btw people/objects being 4ft or more; you can see a the whole person).
2. Personal distance:  This is the distance often referred to as personal space.  This can change depending on what culture you are from, but for the most part it is btw 4ft and 18 inches;  you can see a person from the waist up (1/2 of the person) and should be able to comfrotably hear them if talking.
3. Intimate distance:  Less then 18 inches.  This distance is considered private space- the distance reserved for friends and family; those things that are very familiar (i.e. food/eating, kissing, examining something very small, etc.)

Advertisers play with these distances to get you comfortable with the product.  Movies, incidentally, use it also to get you to like characters (the close-up).