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Visual Elements In Advertising Analysis

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The effectiveness of a single advertisement is heavily depends on what it is said and how it is said. In comparison to verbal elements, the visual element is an efficient way to transfer large and complex information into the forms that individuals can read, understand and remember in their mind for some time. In fact, individuals process images 60,000 times faster than text and remember 20% of what they read and 80% of what they see (Clementi, 2013). There is no doubt that visual element in an advertisement play an important role. Why visual elements in advertisement are important? What is the need of the study? What is the significance effect or benefit of this element could bring to the individuals? The details of the discussion will be …show more content…

Then, static consists of three other variables which are picture size, exposure duration and the number of exposures. An increase in any of the three variables will effect to increase in the individuals recognition, encoding of details and the development of denotative images among viewers. Even though the variables of static stimuli do not fit perfectly in measuring dynamic stimuli, but this has resulted in high viewer response. Besides, a “picture-superiority effect” has been established in the literature. This stated that images in an advertisement facilitate the memory of the content, influences beliefs, attitudes, and behavioural intent, and increases individuals involvement with the product. The memory is important as it help to recall. Hence, visuals will not only apply to capture attention to verbal but also become message in many instances, Hecker & Stewart (as cited in Ungure, …show more content…

By this, the longer a viewer look the advertisement, the highly likely the product that being advertised stuck in the viewers or an individual’s mind. Based on previous researched done, visuals hold ones attention because they mostly combine a reality with the fantasy. For example, a giant bug that invading a house and a real bug that walking across a kitchen floor. Visual effects also help shape a viewer’s feelings about the product or service in the ad. For example, if an advertisement shows the giant bug disappearing and finally dying after being sprayed with bug spray, the viewer might feel confident that the product can get rid of any insect. In a nutshell, the bug spray successfully killed the giant bug and they will purchase

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