Advertising and Visual Communication Design

Some pictures are exciting, others aren't. Some are art, some are advertising, others were perhaps drawn by a small child. But regardless of whether we are seeing a picture because someone has sold access to our consciousness for a few cents or because a good friend has posted it on our profile: images now have little time to grab our attention.
Every day subtle ink drawings fight fixed fights against creations of international advertising agencies in my online feed. If the algorithm actually lets a picture through, a decision is quickly taken on what we look at for longer and what immediately returns to the proverbial flood of images. We tend to dislike advertising that forces itself on us in a commercial break or through blinking gif banners. Here I will argue that working with drawing style artists can create pictures that oppose expectations to grab and hold our attention.

Today, news photography is not only a way to transmit news but also qualified as a powerful ideological device that has the power to change the perspective of the masses. Through mass media, the dominant ideology is reproduced, fictionalized and legitimized. By digitalization, globalization and the ideology of consumption, these tools are intertwined and ideologically support and transform each other. Accordingly, it can be determined that the language of advertising dominates all forms before it. News photograph manages cultural, verbal and visual codes and is pure communication. The visual design of the advertisement is remarkable, decisive and persuasive. News photography and advertising photography are designed on the same software and meet for the same ideological purposes. It can be said that news photography has become widespread by using the post-truth period, which has lost its evidence and fact, in the form of fiction and false news. There is no difference between propaganda (PR) and persuasion (advertising) methods, their strength has been merged, the boundaries of news photography and advertising have blurred. In this context, it is possible to say that news photography has been segmented within the scope of market ideology and has become a product with a different target audience. News photography became a part of the design that uses the same methods as advertising in the same channels with digitalization. In this thesis, the elements of advertization were questioned through news samples and the element of advertization in news photos was investigated with an economic-political approach by using a hybrid research method. As a result of the research and discussions, it was observed that the news photography was coded in the context of form and content and was advertised. Keywords: Ideology, Reproduction, News photography, Advertization, Post-Truth.

Ce cours fait partie du séminaire "La communication visuelle et audiovisuelle" dans le cadre de la licence (3ème année) "LLCER - Communication et Formation Interculturelles" de l'INALCO à Paris.

Le séminaire "La communication visuelle et audiovisuelle" est composé de deux parties :
Première partie : "La communication visuelle : Le visuel publicitaire"
Deuxième partie : "La communication audiovisuelle : Analyse du spot publicitaire".

Dans cette première partie sont traitées les problématiques suivantes :
1) La communication visuelle - une présentation générale.
2) Le visuel publicitaire : définition et exemples.
3) Analyse sémiotique du visuel publicitaire.

Dans ce séminaire nous traitons ce qu’on appelle « identité visuelle », c’est-à-dire l’usage systématique d’un ensemble de signes récurrents (verbaux, iconiques, plastiques, sonores, …) dans tous les supports et dans toutes les actions de communication d’une organisation.
Les signes utilisés pour exprimer l’identité visuelle constituent le cœur du langage de communication d’une organisation

Digital art is actively utilised in the world of fashion communication and brands incorporate it into their campaigns and design, they are targeting the new generation that is driven by the same technology, which is the Gen Z. This research aimed to investigate digital art as a postmodern art, describes the message behind the aesthetic perspective, and analyzes the effect of digital visual art on the contemporary user of luxury. By distributing questionnaires to the research participants which were then paired with follow-up interviews in order to explain the findings of the questionnaire. The research participants were shown a video (BALENCIAGA digital advertising campaign) before answering the questionnaire and interview questions. The main findings of the research revealed that colour and design play an important role in how Gen Z perceives the use of digital art in ads (Figure 1, p.23). The results also indicated that design was what most impacted and attracted Gen Z to digital art. Furthermore, Gen Z does find the use of digital art appealing in media campaigns and ads and the two strengths that drive digital art are computer technology and human imagination. The use of colour impact and design has been key to attract Gen Z with the use of digital media. As the connections between our brains and certain colours are important to bridge the differences between marketing materials and the target audience. With the help of this research researchers, luxury brands such as MAC and retailers will be able to understand the importance of forming relations with Gen Z. As in the upcoming years, Gen Z will be grabbing a large portion of the market share.

Advertising  industry  is  growing  as  a  result  of  economic  development;  it  has dynamic changes, and these changes good in terms of technology advancement, medium and more methods to attract consumers, while consumers are becoming savvier about the products and services. The qualitative differentiation of products has become minimal, so that companies look after alternative methods to highlight their offer and to attract the attention of consumers. One of the solutions is the creative  communication  strategies  to  achieve  differentiation  through promotion.  Creativity is to create something new, unique, extremely attractive and appealing to the consumers. Creativity in advertising is usually linked to originality, flexibility, elaboration, synthesis, and artistic value. The role of creativity in the advertising industry is to pursuit the sellout of products or services as well as empowering brand awareness, thus being considered a targeted applied creativity. A creative advertising can put the brands on the right course. Great advertising builds the brands and some advertising sells brands. Creativity makes advertisement popular among the consumers and motivates them to purchase specific products or services. Creative advertising allows companies to communicate a message to a large group of  consumers  faster  than  any  traditional  forms  of  communication,  creative advertising will make a sense of urgency for the consumer, honest awareness and accurate that there are products,  places,  styles  or  sensibilities that  cry  out  for attention or action.
The objectives of this paper are to find out the role of creativity in advertising design, also to improve the understanding of how advertisers can create distinctive effects through creative dimensions especially in today’s  media landscape. The major results are: nothing is more efficient to motivate consumers to purchase specific products or services than creative advertising, creative advertising is more memorable and longer lasting, originality, flexibility, elaboration, synthesis, and artistic value are effective dimensions to assessment advertising creativity, creative advertising builds strong relationship between the consumer and the companies.

This paper defines conceptual creative concepts what is known as „ambient‟ or alternative‟ media which stays for longer period in the minds of the consumers. Modern marketing campaigns manifest themselves through multiple communication channels, and ambient advertising is a convenient way of grouping the more unusual of these channels to distinguish them from more traditional vehicles like TV and Print Media stunts and Guerrilla marketing. This unique and unusual approach of Ambient Advertising Media on how consumers are induced to interact with AIDA principles of advertising. An Advertisement is an admirable piece of work which attracts the Attention, Interest, Desire and Action (AIDA) from its buyers. Needless to say, the best advertisement obviously leaves an indelible impact on consumers to use the product or service for rest of their life. In the highly competitive field of media, and currently marketing communication scenario is undergoing the rapid change. One can say Ambient Advertising which is relatively new and unique media in India reflects many factors in increasing cost-effective “Break-through” communication.For this unique media world is an advertising stage for its display or installations.
The placement of Ambient Advertising is unusual and at unexpected locations often with unconventional methods of execution and being first or only advertisement to do so. Ambient Advertising is almost any kind of “OOH” (Out-of-Home) media which includes placing of advertisements or messages on sides of cows, camels, sports stadiums, air balloons, sky writing, stair-cases, park benches, cars/ taxis, bicycles, roads, buses, washrooms, elevators, walls, telephone booths, fruits, graffiti, laser projecting and even pressed into the sand on beaches. Uniqueness, creative concepts, novelty and timing are key themes in Ambient Advertising to hit the target
audience compared to the Traditional Advertising approach. Yet, Ambient Advertising is relatively unexplored fully in India by the advertising or design studios.

Cette onzième partie du séminaire "Sémiotique et communication des organisations" est consacrée plus particulièrement à:

1) une introduction à la communication visuelle;
2) une discussion du genre "visuel publicitaire";
3) l'analyse de plusieurs corpus de visuels publicitaires (Air France, Clan Campbell, ...);
4) la présentation et discussion d'une méthodologie pour analyser et auditer des corpus de visuels publicitaires.

Dalam memenuhi kebutuhannya pada era globalisasi seperti sekarang ini, manusia tidak bisa terlepas dari penggunaan sebuah produk dalam kehidupan sehari-harinya. Sebuah produk sangat erat kaitannya dengan kemasan. Di era seperti sekarang ini persaingan dalam pasar semakin sengit tidak hanya sebatas kualitas dan inovasi dari produk tersebut, tetapi sebuah estitika dapat menjadi salah satu kunci utama dalam menarik perhatian konsumen.