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Complete 5 pages APA formatted article: Advertising Images from Persuasion to Polysemy.
Complete 5 pages APA formatted article: Advertising Images from Persuasion to Polysemy. Print media continues to attract attention brought about by the fact that human beings are overly visual, and as aforementioned, the advent of new technology in print, bringing forth innovative approach to the printing of full glossy colors, utilization of catchy copy as well as bigger production and wider distribution. Hence, the influence and appeal of print media cannot be discounted even if it faced threats from electronic media, as consumers still read, touch and hold print materials.
This paper will analyze theories with regards to print media communication and how these appeal to consumers in general. Moreover, three print advertisements from different sources will be evaluated based on the communication theories and psycho-linguistic studies conducted in recent decades. The effectivity of these materials in attracting audience will also be assessed.
The contribution of advertising and promotion in the evolution of language and popular culture cannot be discounted. This is mainly the consequence of advertising and promotions’ innovative approach to communication ‘that not only set the language in any social context with which we are familiar but invent new contexts through novel combinations of imagery, words and, often, music’ (Hackley 2005).
Similar contentions are brought forth by Mitchell (1983) who observes that repetition within the text of reading improves recollection of the text. Mitchell (1983) contends that a 'rhyme' and other innovations in the use of language strengthen the efficiency of the text as well as increases its memorability. Moreover, Mitchell has shown that specialized language utilized in the advertisement is more memorable than literal language.
This is supported by the research conducted by Craik and Tulving (1975) on the processing and retention of words. Craik and Tulving (1975) observe that the instruction of the text to 'form images from words leads to excellent retention.' The aforesaid is reminiscent of Hall's (1980) theory found in his article 'Encoding/Decoding' in which the author contends that viewers employ the process of 'negotiation' in their treatment of the text. Moreover, Warlaumont (1995) observes that 'ambiguity' 'contributes to involvement, polysemy, and oppositional decoding' which can further aid experts recognize the correlation with regards the design of the advertisement or how it persuades the viewers. The theory on covert and ostensive communications can also be utilized to further assess if the characteristics of the brand contribute to widening its scope and effectuality (Hackley 2006). These theories are crucial in the appraisal of the efficacy of advertising materials.
Many corporations during the past decades undertook environmental or species protection and awareness project as a part of their advertising policy. Canon employed the same strategy dubbed as Canon Envirothon. The efficacy of this approach lies in the company’s utilization of a wildlife’ picture aimed to attract immediate attention from the viewers. The fact the Canon is a camera company does not lower its status as a corporation that jumps on the bandwagon - an opportunist’s approach to appeal to the sensitivity of the viewers extremely concerned with the protection of the species or the environment.
