Define Juxtapose

Learn the art of juxtaposition and how it can be used to create powerful contrasts and comparisons in literature, art, and advertising.

What is Juxtaposition?

Juxtaposition is a literary device that involves placing two or more things side by side to create a contrast or comparison. It is commonly used in literature, art, and design to highlight differences or similarities between different elements.

Examples of Juxtaposition

One classic example of juxtaposition is the opening line of Charles Dickens’ novel, A Tale of Two Cities: “It was the best of times, it was the worst of times…” This sentence juxtaposes two extreme opposites to set the tone for the rest of the story.

In visual art, artists often use juxtaposition to create striking compositions. For instance, placing a bright, colorful object against a dark background can create a powerful contrast that draws the viewer’s attention.

Case Studies

A famous case of juxtaposition in advertising is the Coca-Cola campaign that featured polar bears enjoying Coca-Cola in a snowy landscape. The juxtaposition of the cold, wintry setting with the warm image of the friendly polar bears helped create a strong emotional connection with consumers.

Statistics on Juxtaposition

According to a study by the Journal of Consumer Psychology, ads that use juxtaposition are more likely to be memorable and engaging than those that do not. This is because the contrast created by juxtaposition forces viewers to pay attention and think about the message being conveyed.


Juxtaposition is a powerful tool that can be used to create impact and capture attention. Whether in literature, art, advertising, or design, the strategic placement of contrasting elements can make a message more memorable and effective.

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