transmitermessage

receiver

VISUAL COMMUNICATION AND ADVERTISINGElements of the communication process

Encoding

Channel

Noise

context

receiver

Encoding

Channel

Noise

Agent who receives the information.

Signs and rules thar are known by both agents ( transmiter and receiver) in order to encode and decode the information.

It's the mean of communication that is used to send the message by trasmitter (e.g. Newspaper, walls,cinema,etc)

Refers to the conditions that precede or surround the communication.

Agent who wants to express something to someone.

Refers to the conditions that precede or surround the communication

Those information that transmitter wants to express ( ideas, information, feelings....)

context

message

transmiter

Text + image

ADVERTISING

There are different fields on visual advertising, so depending on wich channel is used by designers there are advertisements, advert or only ad, on paper with still images (magazines, papers, posters, etc) and commercials on audiovisual media (TV, video, etc).

ADVERTISEMENTAn advertisement has a basic structure:

VISUAL COMMUNICATION

Image+

ADVERTISEMENTAn advertisement has a basic structure:

Motto+

small text+

trademark or logo

Image is the most importan element because it is responsible of catching customer's attention.

Motto is the sentence wich support the image. The relationship between image and motto is very important to get a good advertisement.

Trademark is the official brand's image that everybody knows.

Small text is the text which give more details ( properties of the product, prices, etc.)

This structure can be changed to reinforce the message and sometimes one or two elements are removed.

Advertising Strategy There are many strategies to develop an advert but basically they are: Objective, comparative, aesthetic and spectacular

Objective. The object is shown clearly and quality is the most important property to highlight. The small text usually gives interesting and accurate extra information. This kind of ads are thought for experts and people really interested in good quality.

Comparative. Advertiser makes a comparison between the product or service and other object which has some interesting properties.

Aesthetic. Object or service is not directly shown because it is imposible or very difficult to do it ( e.g. An insurance). So the image symbolize an object or idea ( usually abstract ones). It is a kind of comparison.

Spectacular. The ad just looks for catching customers' attention using shoching images. Visual metaphors and other resources are used to catch attention.

Subverting ( subvert+advertising)The use of techniques of advertising without a trade purpose. It is used to protest against something related with social issues. In Subverting advertisements the message contained is changed to reflect the political beliefs of the activists. Care is taken to retain the original look of the advert so that the message has more impact once people have done a double take.