Visual Elements Imagery 1.33 Our advertising has many jobs to do but should never lose sight of the fact that every ad contributes to our larger brand identity. So we must be very conscious of what we choose to emphasize when selecting images and/or cropping. Images should always seek to focus on the human experiences that American enables. Images should strive to capture a specific natural moment, illustrate interesting or unique perspectives and employ artful cropping. When selecting imagery, use bright, open and uncluttered images. Avoid cliché, trite or overly staged images and stay away from feathering or harsh vignetting. Do not use Clip Art of any kind. © American Airlines, 2015 Advertising Guidelines, v 3.0