Advertisement Adam Clarke 3rd October 2011
Visual language • Visual language is a form of communication by using images or body language, by seeing these your brain instantly knows what they are saying. • Visual language is widely used in daily life but is the main way advertisements are used. • Although visual language works well in one culture it does not mean it will work with another, because in different cultures the same word or picture can mean different things.
How visual language is used in advertising • Advertising uses many different techniques to advertise the product but it’s main way is to use visual language, items like billboards do not have sound so they must use other forms of communication to get the message across to potential consumers, this is why they use visual language because it makes your mind trigger the meaning of the image without you having to stop and read anything.
Examples Visual language is used everywhere here are example of some you might see in your daily routine.
Body and facial language • Body and facial language is a way to communicate without using sound or noises, it is done by using body movement, facial expressions and eye movements. Every human does these and recognises them subconsciously. They can be used to indicate how a person is thinking or feeling (happy, sad, angry) • There are many different body gestures that can give away what the person is thinking or feeling the most common is when a person crosses their arms, depending on how they do this or their facial expression while doing this it can mean different things. If they cross their arms with a harsh or blank facial expression it often means hostility, but if they cross their arms and start rubbing their arms it can mean their cold.
semiotics • Semiotics is the study of signs and symbols (using your mind to determine what the image means.) • Semiotics is when you see something and your mind automatically knows what it is or does for example clothes give of these messages without you mind realising. If a person is wearing a tuxedo your mind assumes they are attending a formal evening, another example is when you see blue and red on taps your mind automatically assumes the blue tap is cold and the red tap is hot.
Signs and symbols Road signs and their meanings • Signs are used everywhere and are a good way to get information across in very few words. A good example of this are road signs, they get information across to the driver easily in as little words as possible to avoid distracting the driver. Most road signs do not use words and are recognised because of their picture. • Symbols have different forms their most common Is letters which are used to create words, but symbols can also be an object such as a gold which symbolises riches and wealth. Symbols can also be patterns or colours a good example of these are country flags which are reconised because of their pattern and colour. Country flags
Cultural icons, people and products • Cultural icons can be anything such as items or people which people associate with certain cultures but depending on the individual person different icons can mean different things. for example Richard Branson is associated with Britain and the Virgin brand and all of their products such as Virgin Atlantic, Virgin festival and Virgin broadband. While most people would associate tomato ketchup with a hot dinner there are some that would associate it with different things (breakfast, drinks.)
Product branding • Product branding is used to identify the personality of a product, company or service and can be used to determine if the company is good or bad • A brand is used to tell the difference between different companies and their products and/or services, almost everything is owned or created by a branded company. • Brands can be identified by different things such as logos, slogan, colour, signs. people and cultural images. For example when buying a laptop if the product has a brand on it the customer would know that it belongs to that company, and would know if the laptop is good or bad from the brand.
How does it work? • Product branding works by separating different companies, products and/or services. By making people associate certain things to different brands (good, bad, reliable) this might make the person buy the product and/or service more or less then other branded or non-branded items.
Examples of product branding • Product branding is used in every advertisement: billboards, posters, TV, internet and many other forms of advertisement as well. • In advertisement videos the advert may not be centered around the brand. The brand can also appear at different times during the videos or may not appear at all.
Product advertising • Advertising products is a way for companies to show and persuade potential buyers what products and/or services they have or will make. • Advertising can also be used to convince people to help charities or campaigns and many other types of services that require help. • Advertising is almost everywhere and can advertise anything whether it is a product service, or charity it is possible to advertise.
Types of product advertising • There are many different ways of advertising that all have there pros and cons. • Print is the oldest way to advertise and is shown in many different places such as magazines, newspapers, billboards, fly posting and on vehicles (buses etc.) even though they are all advertised in different places but they all advertise products that are aimed at the consumer. • TV is most likely to advertise to a bigger target range, as nearly everybody owns a TV. Although most adverts are shown on certain channels and are to do with the viewer some adverts are shown on different channels, an example of this is on children's channels the types of adverts are aimed mostly at adults. • Radio is very similar to TV because it is aimed at people on certain channels the only difference is radio is not visual whereas television is. • The internet is the newest form of advertisement and uses a few types of advertisement like banner ads which advertise many different product but not all are to do with the webpage another way the internet advertises is with viral marketing which can be targeted at the viewer but some adverts provoke a reaction from the viewer and requires them to tell their friends who will then tell their friends which will continue until everyone has seen the advert.
Examples of product advertising An advert from TV. An advert from the newspaper. A viral ad from the internet.