Final answer:
The client is asking to reduce the negative space in the ads, meaning they want less unoccupied or empty space in the design, which can create a more content-rich and visually engaging advertisement.
Step-by-step explanation:
If the client asks you to limit the amount of white space in ads, they are referring to the negative space. Negative space, also known as white space, is the unmarked area between different elements of a design or in the background. By asking to limit this, they want the ad to have more content, images, or visual elements, thereby reducing the empty or open areas that provide visual breathing room. It's important to balance negative space effectively, as it can help define and organize the content, improving readability and creating focus. Nonetheless, too little negative space can make an ad look cluttered and overwhelming.
Contrast is a separate design element that refers to the difference in light versus dark colors, and too much contrast can either invigorate an artwork or overwhelm it. A delicate balance of colors, including soft muted colors as opposed to bright garish ones, can appeal more to viewers. In terms of ads for products like Bliss Soda, you could use a central route of persuasion by focusing on the product's attributes and rational arguments to convince the audience or a peripheral route by using attractive visuals or celebrity endorsements to create a positive association.