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Visual Comprehension In Advertising

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Comprehension is a essential factor required to form attitudes or change attitudes,memory, intentions and behaviour. It includes many factors like message,processing the message and the ability to understand the message by the target audience.Comprehension has two orientations.One is the Subjective and the other is Objective.Subjective Comprehension means the meanings derived by a particular individual through the activation and processing of mental concepts related to the message.Objective comprehension is the grasping or extracting meanings from the message delivered by the advertiser.Kara Chan(2000)54have found that children (aged 7–8 years) start to understand what advertising is and also know the persuasive objective of television …show more content…

Pictures are superior to words in inducing evalvativeresponses.The written messages in words are called ‘supers’.The supers should be highly imagery and use positive sentences.This images represent the brand.John R. Rossiter(1982)63 It covers guidelines for the effective use of visual content in: general advertising, print advertising, and TV advertising.The study reveals that the Visual content warrants relatively more advertiser attention than verbal content, color can be used in visuals for emotional motivation but black & white is sufficient for "information" provision and high imagery visuals work far better than "instructions to imagine."TvAdvts Can hold key scenes at least 2 seconds and alternate key and then the predictable scenes. These "pauses" would give the viewer time to develop visual imagery, much like cognitive responses to verbal material, where the reader can pause "to think."Edward. F.Mcquarrie(1999)64 The visual figures examined here—rhyme, antithesis, metaphor, and pun—produced more elaboration and led to a more favorable attitude toward the ad, without being any more difficult to comprehend.Interviews confirmed that several of the meanings generated by informants corresponded to those produced by an a priori text-interpretive analysis of the ads. However, all of these effects diminished or disappeared for the visual tropes (metaphor and pun) in the …show more content…

In the case of visual elements contained in the ad image, systematic style variations were expected to elicit predictable and measurable response differences. Stylistic variations yielded significantly different responses in two very important domains important to the study of persuasion: visual figures resulted in greater elaboration than both visual elements with no rhetorical figures and verbal elements with rhetorical figures.Lester (2000)66 says that Carolyn Bloomer identifies memory, projection, expectation, selectivity, habituation, salience, dissonance, words and culture as activities that can affect visual perception. The theory appreciates that the human mind is complex and there is a meaningful connection between what people see and how they use those

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