JAZZTX: The Thrill of the Moment

A combination of both history and modernity, this advertisement is marketed towards both the younger and older generations. The newly-renovated historic Pearl district (where this Jazz club is located) as well as the black and white photo add to its nostalgic quality while the red neon sign signals excitement. The ad is designed for the middle to upper socioeconomic class and ultimately, the advertisement re-affirms the power of money which begets indulgence: attendance at this club guarantees an elegant atmosphere paired with the exhilaration of live jazz music—not the atmosphere of a symphony nor a pop concert. As a result, the person is re-asserted of their economic status, and they are empowered; they can make a sound decision (pun intended).Its minimal design is extremely streamlined; the ad takes up half a page and is organized vertically following the rule of thirds. According to the Elements of Design, the space in the ad is used sparingly, with a well-balanced combination of positive and negative space.
The instruments in the center, especially the rounded edges of the drums, direct your gaze to the hands playing which then guides your gaze downward to the “JAZZTX” neon sign followed by the address beneath. Since the image is near the top, it is a kind of focal point; however, the neon “JAZZTX” sign is the only text in color near the bottom of the page. I would argue that there are two focal points—the image and the text which, however, do not compete for attention, rather they complement each other because of their opposing elements: black and white vs color; top vs. bottom; image vs. text; enigma vs. clarity. In fact, much of this advertisement is geared towards the unity of binary parts, but without sacrificing one for the other. Instead, traditional classic and contemporary styles are bridged. The red jazz sign does not merge beside or within the picture; it is below, establishing greater awareness to the excitement and energy of jazz at this particular location. Because of the “TX,” one might also consider that Texas, specifically San Antonio, reinvigorates the essence of jazz in a modern environment. In that way, our attention “dances” rhythmically back and forth from these two focal points, and amongst the remaining elements, mimicking the unique rhythm of jazz music. In the image, the musicians’ hands and instruments are lit up the most with a presumable spotlight as to emphasize the sound of the music and the club atmosphere. Only one of the musicians is glaring in the spotlight, but he is sitting with his back facing the camera. Because there is so much left unsaid—no specific dates, times—mystery and curiosity are evoked, also insinuated by the black background. From the absence of these particularities, therein lies the unknown. Since jazz relies heavily on improvisation, the unknown specifics enhance the effect of jazz music which can only be experienced during a live show.
Listening to jazz music live is a priority in this ad (which again appeals to mid to upper class because of a higher potential for leisure time and money) because the sign is the only part of it that is lit up with bright, neon red. The red is a direct symbol for the immediacy of music played live, also imparting exclusivity to those who attend this unique show. The website states: “JAZZTX is San Antonio’s newest hot spot for live music,” portrayed by the red color—the thrill of the moment.
The meaning of the advertisement is a claim to power and exclusivity that can be more easily accessed by those with a higher income level. Because of this, it is also somewhat of a status symbol to be able to afford both time and money, as well as a new experience.