• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

To what extent does Visual Communication take part in good advertising?

Extracts from this document...

Introduction

Radhika Lakhotia IBDP EXTENDED ESSAY QUESTION: To what extent does visual communication take part in good advertising? By Radhika Lakhotia Abstract In this essay I have attempted to show the extent of visual media in advertising. The question I used as my basis is “to what extent does visual communication take part in good advertising?” The sources I have used to answer this range from statistical studies, print media, The conclusion was that intelligence, measured as IQ, is malleable. It is important, though, to understand the conditions under which progress can be observed since no short or superficial method exists. Permanent gains can only be achieved if regular cognitive, emotional and physical stimulation is present on a continuous basis during the important formative years. Contents Introduction Body ï Brief introduction on visual communication and advertising ï What is promotion? ï The power of visual perception and the mind ï Differences between the approach of graphical and textual description ï Need and Importance of advertising ï Research findings Conclusion Introduction Humans are often referred to as visual animals. Out of all the senses we have we rely on our eyes the most. This has been the case since many generations And hopefully will be the same always. Our eyes are so much more attracted to pictures than text, which is why we first look at picture in an add before we read the words beside it. ...read more.

Middle

Visual perception delivers the world to our brains at high speeds and with fine keenness. If we want to present information to people?s eyes, we must understand a little about how the eyes work, including some very real limitations. One of the leading lights in visualization research today is Dr. Colin Ware of the University of New Hampshire. He expertly explains the importance of visualization and how it works. ?Why should we be interested in visualization? Because the human visual system is a pattern seeker of enormous power and subtlety. The eye and the visual cortex of the brain form a massively parallel processor that provides the highest-bandwidth channel into human cognitive centers. At higher levels of processing, perception and cognition are closely interrelated, which is the reason why the words ?understanding? and ?seeing? are synonymous. However, the visual system has its own rules. We can easily see patterns presented in certain ways, but if they are presented in other ways, they become invisible...The more general point is that when data is presented in certain ways, the patterns can be readily perceived. If we can understand how perception works, our knowledge can be translated into rules for displaying information. Following perception- based rules, we can present our data in such a way that the important and informative patterns stand out. If we disobey the rules, our data will be incomprehensible or misleading.? (Information Visualization, Second Edition, Colin Ware, Morgan Kaufmann Publishers, 2004, page xxi) ...read more.

Conclusion

It helps to increase the sale of prevailing products by entering into new markets and attracting new customers. Advertising makes purchasing easy for consumers by reducing the time and effort involved in shopping. People become aware of the source and availability of different products and need not search them out. Advertising provides employment to persons engaged in writing, designing and issuing advertisements. Increased employment brings additional income with the people, which stimulate more demand. Research Findings: Communication is most successful when you write neither more nor less than what is pertinent to your message. People discern visual differences in an information display as differences in meaning. The visual properties that work best for representing quantitative values are the length or 2-D location of objects. People become aware of differences in the lengths or 2-D locations of objects fairly factually and interpret them as differences in the actual values that they represent. People perceive things that appear connected as wholes and things that appear disconnected as separate. People pay most attention to and consider most important those parts of a visual display that are most predominant. Short-term memory is limited to about four types of information at a time. Conclusion I draw a close to my essay by saying that visual communication indeed plays an important role in advertising. Effective visual communication is ataned by displaying information in a way that enables people to clearly see an accurate representation of your message and understand what they see. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Business Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Business Studies essays

  1. Why is good product and service design important? Good design makes good business ...

    The stages of design The text describes in some detail five stages of design which products and services move through as they are designed. These stages are: - concept generation - screening - preliminary design - evaluation and improvement - prototyping and final design.

  2. Marketing. In my project, I am going to be looking at how Nestls Smarties ...

    This means the price is well known by the target market 85 % think that the pricing is average and 15% think it is poor. This is mainly the result expected when competitive pricing is used. 75% of the Smarties are bought in the local shops, 25% are bought in supermarkets and 1% are bought in vending machines.

  1. Identify and describe all the types of information and communication technology (ICT) from pages ...

    The use of this method is useful in the area of training. Individual employees can access concepts developed in the multimedia training package from home. Electronic notice boards Electronic notice boards are used to communicate with employees via visual display located in public places around the business, such as reception.

  2. Difference in working culture of Malaysia & Singapore

    If you see a stranger waving or calling out to you in the middle of the night, or hear any strange (read 'unnatural') noises, do not for a moment acknowledge its presence or you might fall into its lure.

  1. Analysing Job sectors in Canada. Identify trends in employment and occupational demand patterns for ...

    For example in the accounting field, the newly introduced International Financial Reporting Standards are creating more demand for accountants who specialize in that area, in addition to the work being created by higher levels of mergers and acquisitions. Independent professionals and entrepreneurs will mostly generate the hottest jobs of the economy in the future.

  2. Employment Discrimination- An Introduction

    kind of job except those that were traditionally handled by women such as nursing. Current Situation: In 1997, the supreme court of India, in a landmark judgment, took a strong stand against discrimination against women in the workplace. Furthermore, The Court also laid down detailed guidelines for prevention and redress of grievances.

  1. Questions on Globalisation and International Trade

    important source of investment capital and economic growth in Ireland, but not in Japan. There are several reasons for this. Companies may perceive that Ireland is more attractive as a destination for their investments, or that it is easier to establish operation in Ireland than in Japan.

  2. Organisational Behaviour (in short called as OB) is concerned with the study of the ...

    This process is called Perceptual selectivity, and the choice we make are based on, context, nature of stimuli, internal factors and fear or trauma. 1. Internal factors human being usually give attention to stimuli that reflects their personality interests and needs.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work